Explaining the Behavior of Iranian Consumers in Morally Doubtful Situations and its Comparison with Six Other Countries

Having the ability to explain the customers’ behavior is one of the problems of market practitioners and theorists. Many parameters have been already discovered that have effects on consuming behavior, among which religion and morality are the most important and pervasive. In our country, it has performed hardly any research about this subject matter. So, the profile of moral principles of Iranian consumers needs investigation for being more transparent. The first end of this paper is studying the Iranian consumers’ behavior in morally doubtful situations, and second one is comparing it with the behavior of consumers of other countries. In this study, we have used standard measures (with some modifications) and the stratified cluster sampling performed on 426 citizens of Tehran, Alborz and Qazvin provinces. Findings show that Iranian consumers’ moral behavior is in an acceptable status and the moral beliefs of women are better than men. In addition, Iranians regard other persons’ rights and properties more pertaining to moral realm than public resources and properties.