Business Ethics and Consumer Buying: An Ethno-Regional Study in UAE


  • Indranil Bose University of Bolton, Ras Al Khaimah, UAE



Business Ethics, Consumer Buying, Ethno-Regional Lines, UAE


UAE has the largest number of expatriates from across the globe and has the presence of the largest number of products, services and brands from across the globe. Understanding the consumer consciousness or business ethicality of the products, services or the brands available is important for sustainable marketing. The present research explores the level of overall consumer consciousness about the business ethics adopted by different brands or products and whether consumer consciousness or perception remains different about the ethical practices followed by different companies, according to their places of origin. The results show that the overall consumer consciousness about the ethical practices of the products/brands available is significant and the consumer consciousness about the ethical business is different according to the regional groups.


Beauchamp T.L., Browie N.E., & Arnold D.G. (2009). Ethical theory and business. London, UK: Pearsons.

Belgrave, L.L., & Seide, K. (2018). Grounded theory methodology: principles and practices. Handbook of Research Methods (pp. 1-18).

Boatright, J. (2008). Ethics and the conducts of business. Prentice Hall.

Brenkert D. D. (2011). Marketing ethics. Journal of Business, 9(1), 101-112.

Bryman, A., & Bell, E. (2007). Business research methods (2nd ed). New York, NY: Oxford University Press Inc.

Clark, D. (2004). The rough guide to ethical shopping.New York, NY: Rough Guides.

Clark, D. (2012). Ethical marketing and sustainability strategy. New York, NY: Rough Guides.

David, F. & Miller, M. (2012). Branding through sustainability. Journal of Marketing Management, 3(4), 319-330.

David, F. (2012). Nationality and ethical choices in consumer behaviour. Journal of Marketing Management, 3(2), 236-240.

DeGeorge, R. (1990). Business ethics. New York, NY: MacMillan.

Donaldson, C. (1998). Marketing principles and sustainability. Philadelphia: Ecco Publications.

Egan, J. (2007). Marketing communications. Thomson.

Ellie. J., & Maxon, F. (2012). Ethical choices in consumer behavior. Journal of International Marketing, 12(2), 203-216.

Galmer, J. (2014). Ethical standards and consequences in marketing. Ecco Publications.

George, H., & Hoffman, M. (2005). Marketing ethics: readings and cases. New York, NY: Brooklyn Books.

Harrison, M.R. (2005). An introduction to business and management ethics. Palgrave Macmillan.

Harrison, M.R. (2014). Ethical sustainability in contemporary marketing. Journal of Sustainable Business,11(2), 209-219.

Macfarlane, B. (1995). Business ethics: Too little, too late. Education+ Training, 37(5), 32-36.

Mathieu, S., & Zajac, N. (1990). Research methodology in business (2nd ed.). Thomson, London: Brooks.

Palliwal, K. (2006). Ethical Challenges in business. Journal of Marketing Dynamics,40(2), 230-241.

Quinlan, J. A., Neath, I., & Surprenant, A. M. (2019). Positional uncertainty in the Brown-Peterson paradigm. Canadian Journal of Experimental Psychology, 15(1), 219-240.

Ramos, A.,& Abramov, H. (2004). New dynamics in sustainability. Journal of Marketing Management, 12(2), 136-147.

Rilley, J. (2012). Buyer behaviour-The decision-making process. Available at: business/marketing/ buying_decision_ process.asp [April 15, 2019].

Rinne, J. (2001), factors affecting the prediction of the performance of the global brands in uae Retail Markets. Journal of Middle East Management and Marketing, 10(1), 612-630.

Shaw, W.H., & Barry, V. (2010). Moral issues in business (11th ed.). Wadsworth, Belmont.

Stein, M. (2018). Research methodology. London: Business Dimension.

Strong, C. (1996). Features contributing to the growth of ethical consumerism-a preliminary investigation. Marketing Intelligence & Planning, 14(5), 5-13.




How to Cite

Bose, I. (2019). Business Ethics and Consumer Buying: An Ethno-Regional Study in UAE. Ushus Journal of Business Management, 18(4), 23-30.