Gender differences and influence on ethical behaviour of consumers

Abstract

Consumerism, human existence, and the current business environment in which companies exist, are characterized by extreme complexity and dynamism, as a result of the simultaneous action of a large number of various factors, different in orientation and intensity. At a time when natural resources are consumed faster than they can be renewed, when the gap between rich and poor deepens, when the issue of sustainable development and socially responsible business practices are becoming a priority, the phenomena of ethical consumption and ethical consumer behaviour play a more prominent role in marketing theory and practice research. It is evident that consumers in both - developed and developing economies, are including the ethical evaluation of companies and their products and services on the market, in the process of forming their own opinions, preferences, and purchase decision. The modern consumer is sophisticated, knowledgeable and well informed, and as such is ready to decisively influence the companies to apply ethical practice. In order to fulfil these ethical demands of the market, marketing theory and practice pays great attention to the research of factors that influence the ethical behaviour of consumers. This paper tries to find an answer to the question - is there a significant difference between the ethical behavior of women and men as consumers.