A cross-cultural study of the role of religion in consumers' ethical positions

Purpose - Previous studies have looked at how socio-economic and political factors play a role in consumers' ethical positions, but few have considered the role of religion which is a major driver of ethics. This paper seeks to address this. Design/methodology/approach - From a survey of over 700 consumers this paper explores the similarities and differences between consumers' ethical positions in three different religions namely; Christian (from three countries), Islam, and Buddhism. Findings - It was found that a reduced item scale measuring the two factors of Forsyth's idealism and relativism was applicable in all five religions, but variations were seen because of religious teachings. In particular, Austrian Christians were significantly less idealistic and relativistic than all other religions, even other Christians from the United States and Britain. Research limitations/implications - The results have implications for measuring ethical positions internationally and for developing ethically based marketing messages and products. Originality/value - The paper shows for the first time how ethical positions are affected by religions and should be of interest to marketers involved in ethics research and ethical marketing.

Who wants to live forever?

For millennia, human civilization has been fascinated with overcoming death. Immortality, eternal youth or at least the prospect of reaching biblical age have had a strong lure for religion, art and popular beliefs. Life after death, which is, in essence, eternal life, is the one central element of nearly all religions since Ancient Egypt. If we believe the Old Testament, some of the patriarchs lived for several hundreds of years. In the medieval ages, the fountain of youth was a popular myth, often illustrated in paintings, such as Lucas Cranach's The Fountain of Youth (Fig 1). And society today has not lost its fascination with immortality, as seen in Hollywood movies such as the Highlander films (1986–2000), The 6th Day (2000) or Indiana Jones and the Last Crusade (1989), and novels such as H. Rider Haggard's She. But for the first time, modern science may provide the knowledge and tools to interfere with the ageing processes and fulfil this age-old dream. This possibility has triggered an intense debate among scientists and ethicists about the potential of anti-ageing therapies and their ethical and social consequences. Given that anti-ageing therapies could dramatically change the social fabric of modern societies, it is quite astonishing that these debates have neglected the views of the larger public.