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Marketing ethics education and consumer wisdom: conceptualizing the relationship

Youmna Soliman El-Sherbiny, Noha El-Bassiouny, Hadeer Hammad
Published: 30 August 2022
 by  Emerald

Abstract: Purpose: The purpose of this conceptual paper is to present a framework for the interplay between ethics education and consumer wisdom for future empirical research. The paper aims to conceptualize the influence marketing ethics education has on students as consumers, not as future marketing executives per se due to the little literature that exist in this direction. By tackling this research gap, this paper extends the understanding of the social cognitive theory. It examines the role marketing ethics education plays in enhancing students' moral attentiveness and ethical awareness, which consequently shape their consumer wisdom.Design/methodology/approach: The proposed conceptual framework is based on theoretically observing and analyzing the possible interrelations between ethics education and consumer wisdom.Findings: This research offers multiple research propositions to examine these interrelationships through future empirical research.Practical implications: The value of this paper lies in its potential importance for policymakers and marketing educators. Shedding light on this relationship is beneficial to educational institutions and the means by which courses' curricula are designed. Consequently, students will be equipped with the right foundation to become more ethical and wiser consumers.Originality/value: This conceptual paper extends the research in the field of consumer behavior and marketing education. It employs the reciprocal causation model of Bandura's (1986) social cognitive theory to consumer wisdom; a novel construct in the field of consumer behavior. This opens an array to understanding the potential role of ethics education as a potential antecedent in shaping consumer wisdom. The study also explores the prospective mediating role of moral attentiveness and ethical awareness to the conceptualized relationship.
Keywords: Marketing ethics education / Ethics / Pedagogies / Social cognitive theory / Moral attentiveness / Ethical awareness / Consumer wisdom

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