Agnihotri, Arpita; Bhattacharya, Saurabh - In: Journal of Consumer Marketing 36 (2019) 1, pp. 124-135
Purpose: The purpose of this study is to explore how institutional trust, frugality and materialism motivate consumers’ unethical behavior. Design/methodology/approach: The authors conducted the study in two phases – qualitative and quantitative. In the qualitative phase through a content...