Investigating the Links between Sociodemographic Factors and the Acceptance of Unethical Behavior: A Survey in Finland

In this study we analyze how certain socio-demographic factors such as gender, age and income level
are related to the acceptance of unethical behavior in Finland. For the purpose of this study, we adopt
Muncy and Vitell’s (1992) Consumer Ethics Scale. Based on our analyses and the sample of 976
Finns, our main findings are as follows: Finnish consumers have relatively high ethical standards. In
particular, Finnish consumers are very strict when it comes to the illegal activities. According to our
results, respondents aged 65 years and over are strictest when it comes to the ethical perceptions. Our
results also indicate that females are stricter with their ethical perceptions than the males. In addition,
our study reveals that university graduates and those with upper secondary level are more willing to
accept unethical behavior than their less educated counterparts. However, based on our results, income
level is not as strongly associated with consumer ethical beliefs. These findings contribute to current
theories of consumer research and consumer ethics. Furthermore, to our knowledge, our study was the
first a!empt to explore the consumer ethics among the whole population of Finland and across various
socio-demographic groups.