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Mémoire
Bachelor thesis

A cross-cultural study of consumer's ethical orientation between French-speaking Europe and Peru

SONAR|HES-SO

    2017

59 p.

Mémoire de bachelor: Haute école de gestion de Genève, 2017

Consommateurs
Commerce équitable
Commerce ethnique
Europe francophone
Pérou
English This research in international marketing ethics first looks at which aspects shape ethical behaviors for consumers. The literature review revealed the complexity of the matter with consumers making ethical decisions based on two simultaneous approaches influenced by cultural orientation, contextual environment, and personal characteristics. It then aims at comparing the ethical orientation of two populations coming from distant regions: French-speaking Europe and Peru. The objective was to explain results with what is known from the literature and, more importantly, to expose differences and similarities to provide insights for marketing managers wanting to implement in one of the two regions. The exploratory phase was done by sending online surveys to the two populations. The survey includes quantitative questions measuring actual ethical behaviors of consumers regarding environmental and social aspects. It also contains a qualitative question designed to gather insights about which ethical aspects consumers value when buying a product or a service. The samples obtained are only representative of the younger generation, commonly called millennials. Findings show two major differences: the French-speaking population is more concerned with recycling and more willing to pay a premium for “environmentally friendly” products; this because of different contextual environments rather than true divergences in ethical behaviors. Overall, no fundamental difference in ethical behavior could be proved. However, because the two populations live in different contexts, they differ on which precise ethical aspects they are concerned with. A series of recommendations and possible adaptions are then proposed. Among them are the necessity for companies implementing in French-speaking Europe to have a transparent and clear labeling, while minimizing packaging. The carbon-footprint, including transportation impact, is another important aspect valued by consumers of this region. Offering products made from recycled materials should also prove successful. Companies implementing in Peru should make helping the vulnerable populations part of their strategy. Moreover, as Peruvian consumers are less informed and offered fewer sustainable options, promotion of ethical labels should be done in store and on social media. Finally, this research also revealed an opportunity for sustainable companies, such as B-corps, to implement in the price-sensitive Peruvian market.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 306014
  • RERO R008735937
Persistent URL
https://sonar.rero.ch/global/documents/314721
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