What is consumer perception affected by?
It was identified that consumer perception is affected by business ethics and CRS initiatives, but the level with which consumers are willing to punish unethical behavior and reward ethical behaviour is limited by costs. This because participants placed greater value on price, fashion, and trendiness and only when these are unaffected will decision making be affected by ethics. The study also recognized that participants would be willing to still purchase unethical products from Nike but at a reduction in price. There was also no substantial evidence that suggests participants would be willing to pay more for ethically sourced products. However, this may be because if participants had a more free income, they would more regularly condemn unethical behavior by shopping more ethically.
Additional questions are also raised in the findings of this study, resulting in significant implications. The significance and expectation of ethical behavior are the most significant. Possibly over time the expectation and significance of ethical behaviour will result in more responsibility being placed on corporations and managers. My objectives for conducting this research were down to two main points. Firstly, I believe that CSR is an integral subject in business ethics with substantial societal implications and requires more attention. Ethically and morally it is important that business students and future business managers endeavor to be ethically and morally responsible for all business practices. Secondly, as a consumer and individual, I have a vested interest in understanding my role as a customer and the effects my behavior has on businesses. I wholeheartedly believed that consumers should be integral in any successful enterprise and that if ethics becomes a fundamental factor in consumer decision making, corporations will be forced to conform and undoubtedly will result in an increase in societal well-being.