The study tests a theoretical framework for examining the consumer decision-making process with regards to ethically questionable behavior. The results indicate that subjective norms, perceived behavioral control and self-efficacy are significant predictors of consumer intentions to engage in ethically questionable behavior. Attitude was not found to be a significant predictor.

• Alexei Gloukhovtsev(Aalto University School of Business)
• Antti Vassinen(Aalto University School of Business)
• Pekka Mattila(Aalto University School of Business)