Moral schemas and business practices: The ethics of guangzhou migrant marketers

Alicia S M LEUNG, Xiangyang Liu, Shanshi Liu

    Research output: Contribution to journalJournal articlepeer-review

    6 Citations (Scopus)


    This article explores the ethics of migrant marketers in Guangzhou. Data were collected from 357 migrant marketers who lived in Guangzhou. A model of Ethical Action has been developed to test the antecedents and outcomes of the ethical decision-making process. It measured moral intention using four ethical scenarios. The results show that the egoistic schema had a positive effect on their intention to act unethically, while the legislative schema exerted a negative effect. The results confirm that moral intention was a strong predictor of an individual's subsequent actual behavior, and it fully mediated the influence of the legislative schema on actual behavior. This study adds to ethics literature by incorporating the construct of social identity and found a moderating effect between the legislative schema and moral intention. The relationships were stronger for individuals who were lower rather than higher in social identity. Analysis of these results lead to a discussion of the implications for marketing ethics in China.

    Original languageEnglish
    Pages (from-to)11-23
    Number of pages13
    JournalJournal of Business Ethics
    Issue numberSUPPL. 1
    Publication statusPublished - Apr 2009

    Scopus Subject Areas

    • Business and International Management
    • Business, Management and Accounting(all)
    • Arts and Humanities (miscellaneous)
    • Economics and Econometrics
    • Law

    User-Defined Keywords

    • Egoistic schema
    • Guangzhou
    • Legislative schema
    • Marketers
    • Social identity


    Dive into the research topics of 'Moral schemas and business practices: The ethics of guangzhou migrant marketers'. Together they form a unique fingerprint.

    Cite this