Vitell 1991

Consumer ethics: An investigation of the ethical beliefs of elderly consumers

Business and especially marketing ethics have come to the forefront in recent years. While consumers have been surveyed regarding their perceptions of ethical business and marketing practices, research has been minimal with regard to their perceptions of ethical consumer practices. In addition, few studies have examined the ethical beliefs of elderly consumers even though they are an important and rapidly growing segment. This research investigates the relationship between Machiavellianism, ethical ideology and ethical beliefs for elderly consumers. The results indicate that elderly consumers, while generally being more ethical than younger consumers, are diverse in their eithical beliefs.

Uses 3 different scales - looks at Machiavellianism using MACH scale
EPQ - ethical position questionnaire - Forsyth - to look at typologies - a scale measuring idealism and relativism - produces 4 types depending on high or low on the two scales. high on ideals and relatism is 'Situationist'. high ideals, low relativist is absolutist, high relativist low ideals is subjectivist, low both is exceptionist.
MVQ is used in its usual way with different situations.
The sample were then put into their 4 types.
Trends were sought.
Conc - older people tended to be more ethical, but by no means uniform. They showed as more Machiavellian -contrary to popular belief.