Importance of Money, Religiosity, and Spiritual Well-Being of Young Fast-Food Consumers, and Its Impact on Their Ethical Beliefs
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA
WORKING PAPER SERIES
WPS No. 674/ May 2011 Importance of Money, Religiosity, and Spiritual Well-being of Young Fast-Food Consumers, and its Impact on their Ethical Beliefs
by
Ramendra Singh Assistant Professor, Indian Institute of Management Calcutta, Joka, Kolkata 700104
&
Sharad Agarwal Research Assistant IIM Indore; Prabandh Shikhar; Rau - Pithampur Road Indore 453 331 Madhya Pradesh India
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IMPORTANCE OF MONEY, RELIGIOSITY, AND SPIRITUAL WELL-BEING OF YOUNG FAST-FOOD CONSUMERS, AND ITS IMPACT ON THEIR ETHICAL BELIEFS
Lead Author Name: Ramendra Singh, Assistant Professor (Marketing) Address: W-404 New Teaching Block; Indian Institute of Management Calcutta; D.H.Road; Joka; Kolkata 700104; India. Phone: 91-33-24678000(Ext-552); 91-9998493034. Email: ramendra@iimcal.ac.in; s_ramendra@yahoo.co.in Co-author
Name: Sharad Agarwal, Research Associate Address: Indian Institute of Management Indore; Prabandh Shikhar; Rau - Pithampur Road; Indore 453 331; Madhya Pradesh India; Tel: + 91-731-2439666; 91-9179514067 Email: sharad2021@gmail.com
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IMPORTANCE OF MONEY, RELIGIOSITY, AND SPIRITUAL WELL-BEING OF YOUNG FAST-FOOD CONSUMERS, AND ITS IMPACT ON THEIR ETHICAL BELIEFS ABSTRACT Building on the revised general theory of marketing ethics that suggests that individual values and attitudes are determinants of unethical beliefs, we examine the impact of importance of money, intrinsic religiosity, and spiritual well-being on the active and illegal dimension of consumers’ ethical beliefs. Using a sample of 426 young fast-food consumers (240 male and 186 female) in a collectivist society (India), we test several hypotheses using moderated regression analysis. For the first time, we test for interaction effects among these three individual determinants of consumer’s ethical beliefs. We also test for the impact of gender on the ethical beliefs. Our study throws new light on the extant understanding of
WORKING PAPER SERIES
WPS No. 674/ May 2011 Importance of Money, Religiosity, and Spiritual Well-being of Young Fast-Food Consumers, and its Impact on their Ethical Beliefs
by
Ramendra Singh Assistant Professor, Indian Institute of Management Calcutta, Joka, Kolkata 700104
&
Sharad Agarwal Research Assistant IIM Indore; Prabandh Shikhar; Rau - Pithampur Road Indore 453 331 Madhya Pradesh India
1
IMPORTANCE OF MONEY, RELIGIOSITY, AND SPIRITUAL WELL-BEING OF YOUNG FAST-FOOD CONSUMERS, AND ITS IMPACT ON THEIR ETHICAL BELIEFS
Lead Author Name: Ramendra Singh, Assistant Professor (Marketing) Address: W-404 New Teaching Block; Indian Institute of Management Calcutta; D.H.Road; Joka; Kolkata 700104; India. Phone: 91-33-24678000(Ext-552); 91-9998493034. Email: ramendra@iimcal.ac.in; s_ramendra@yahoo.co.in Co-author
Name: Sharad Agarwal, Research Associate Address: Indian Institute of Management Indore; Prabandh Shikhar; Rau - Pithampur Road; Indore 453 331; Madhya Pradesh India; Tel: + 91-731-2439666; 91-9179514067 Email: sharad2021@gmail.com
2
IMPORTANCE OF MONEY, RELIGIOSITY, AND SPIRITUAL WELL-BEING OF YOUNG FAST-FOOD CONSUMERS, AND ITS IMPACT ON THEIR ETHICAL BELIEFS ABSTRACT Building on the revised general theory of marketing ethics that suggests that individual values and attitudes are determinants of unethical beliefs, we examine the impact of importance of money, intrinsic religiosity, and spiritual well-being on the active and illegal dimension of consumers’ ethical beliefs. Using a sample of 426 young fast-food consumers (240 male and 186 female) in a collectivist society (India), we test several hypotheses using moderated regression analysis. For the first time, we test for interaction effects among these three individual determinants of consumer’s ethical beliefs. We also test for the impact of gender on the ethical beliefs. Our study throws new light on the extant understanding of
References: Fullerton, R. A. and G. Punj: 2004, ‘Repercussions of Promoting an Ideology of Consumption: Consumer Misbehavior’, Journal of Business Research 57(11), 1239– 1249.