INFLUENCE OF FIRM BEHAVIOR ON PURCHASE INTENTION: DO MALAYSIAN CONSUMERS REALLY CARE ABOUT BUSINESS ETHICS?

The purpose of this research is to examine the issue of unethical corporate behavior from the perspective of consumers in Malaysia. Several questions are addressed. First, what are consumers' expectations regarding ethicality of corporate behavior? Second, is whether a firm acts ethically or unethically an important consumer concern? Third, will information regarding a firm's behavior influence purchases? A survey of consumers was conducted to provide insight into these issues. Malaysian consumers show almost parallel findings compared with consumers in developed countries. This study provides an important element for policy-makers in firms to initiate corporate ethics policy to deal effectively with the matter, not just merely to fulfill the requirement of regulators.