Chan 1998

Ethical Beliefs of Chinese Consumers in Hong Kong

In recent years, there has been increased awareness of unethical consumer practices in Asian countries. Asian consumers have gained a bad reputation for buying counterfeit products, such as computer software, fashion clothing and watches. In 1993, the estimated losses to US software companies due to Chinese counterfeiting stood at US $322 million (Kohut, 1994). The present study uses a consumer ethics scale developed by Muncy and Vitell (1992) to investigate consumers' ethical judgments from a Chinese perspective. The result shows that consumers in different cultures utilize similar rules to assess the ethicality of a given situation. However, findings also show certain cultural elements that are unique in influencing Chinese consumers' ethical judgments. The results also indicate the need for the continued development of and investment in consumer education in Asia.

Uses MVQ on studies form Hong Kong - and also uses the MUncy-Vitell method of looking at allignment with business etc.
No particularly interesting findings.
Interesting that they do not modify MVQ at all.
Need to have a really close look at the buyer/seller dyad. There must be more than buyer vs seller - what about society???? environment???