Investigating the connection between consumer unethical behaivour and birthplace: Evidence from Pakistan

Few consumers are developed plans to cheat or by-pass the given systems as well as bought items and returned those items after using few days. The major objective of this research study is to investigate the relation between individual birthplace ( i.e. rural birthplace, urban birthplace) and the consumer unethical behavior. The study also aims to determine the relationship among consumer unethical behavior, moral ideology, and urban birthplace. To meet the objectives of study, data have been obtained from 355 respondents that are living in Lahore and Gujranwala. The results reveal that moral ideology is influenced by rural birthplace as well as urban birthplace. However, the results also exhibit thatconsumers of rural birthplace are found more ethical than urban birthplace. The results show that the role of individual birthplace is not influenced byconsumer unethical behaviour(CUB)but has a statistically significant relationship with moral ideology.