This research investigates the process of how consumers form ethical perceptions of companies or brands by means of twenty in-depth interviews with general consumers. The study offers illustrative examples of evidence that the formation of consumer perceived ethicality (CPE) appears more in line...

This research provides a consumer perspective of corporate ethics. The study consists of twenty long interviews [McCracken, G., 1988. The long interview. Newbury Park, CA: Sage] with general consumers, and conceptualizes potential sources of consumer perceived ethicality (CPE) of a company/brand...

This research provides a much needed consumer perspective of corporate ethics. Based on twenty consumer interviews, the study conceptualizes potential sources of ‘consumer perceived ethicality (CPE) of a company/brand by investigating consumers’ ethical perceptions of business behavior. The...