A3 Book section, Chapters in research books
The importance of online retailers' ethics for traditional, online and multichannel customers (2022)

Skippari, M., Kajalo, S., & Lindblom, A. (2022). The importance of online retailers' ethics for traditional, online and multichannel customers. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing (pp. 119-129). Routledge. https://doi.org/10.4324/9781003093909-15

JYU authors or editors

Publication details

All authors or editors: Skippari, Mika; Kajalo, Sami; Lindblom, Arto

Parent publication: Contemporary Issues in Digital Marketing

Parent publication editors: Niininen, Outi

ISBN: 978-0-367-55533-7

eISBN: 978-1-003-09390-9

Publication year: 2022

Publication date: 28/10/2021

Pages range: 119-129

Number of pages in the book: 188

Publisher: Routledge

Place of Publication: Abingdon

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003093909-15

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84459

Abstract

This chapter explores the role of retailers’ ethics in consumer behaviour and channel selection. It is largely acknowledged that many ethical issues in online retailing differ from those of traditional brick-and-mortar retailing. However, there is limited understanding of how ethical considerations vary among consumers that use various shopping channels. Our analysis is based on survey data from traditional shoppers (n = 216), online shoppers (n = 224) and multichannel shoppers (n = 244) in Finland. We firstly examine how these three customer types perceive four key elements of online retailer ethics: security, privacy, non-deception and fulfilment. Secondly, we examine how consumers’ perception regarding the ethics of online retailers is linked to online customer patronage behaviour. Our results demonstrate that the importance of different aspects of online retailing ethics varies among traditional, multichannel and online customers, and online retailers’ ethics are especially important for the most active online shoppers. These results can assist retailers who either operate or have the intention to operate as either online or multichannel retailers to better understand consumers’ ethical expectations towards online retailing.

Keywords: retail trade; electronic commerce; brick and mortar stores; ethicality; responsibility (properties); multichannel; consumer behaviour

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

JUFO rating: 3