Department of Marketing

New article accepted in Journal of Business Ethics


The article “Virtue Ethics between East and West in Consumer Research: Review, Synthesis and Directions for Future Research” by Guli-Sanam Karimova*, Nils Chrisitian Hoffmann*, Ludger Heidbrink and Stefan Hoffmann has been accepted at the Journal of Business Ethics (*shared first authorship)! 

The Journal of Business Ethics is ranked #16 in the most recent ranking of business journals of the financial times.

Here's the abstract of the article:

This literature review systematically synthesizes studies that link consumer research to differences and similarities in virtue ethics between the East and the West, with a focus on early Chinese and ancient Greek virtue ethics. These two major traditions provide principles that guide consumer behavior and thus serve as a background to comparatively explain and evaluate the ethical nature of consumer behavior in the East and the West. The paper first covers Eastern and Western theoretical and normative approaches of virtue ethics in the field of consumer research. The subsequent systematic literature review then synthesizes empirical works in this field. Since only a few papers adopt a cross-cultural consumer research perspective, one of the main aims of this review is to encourage scholars to pursue both theoretical and empirical cross-cultural consumer research on virtue ethics. To this end, the paper closes by suggesting some fruitful directions for future research to stimulate this relatively underresearched area.