week 2 discuuions

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Sławomir Smyczek, PhD, University of Economics in Katowice, [email protected]

Consumer Values and Misbehavior in the Context of Sustainable Consumption Sławomir Smyczek

Abstract Motivation: An extremely important stream of research on sustainable con- sumption relates to the values that consumers report as their own. The majority of research focuses on biological or utility values, but there are not many studies on social values, which are important for adapting sustainable consumption.

Premise: The question, “What values should represent consumers to accept ideas of sustainable consumption?” remains. In this study we applied a new approach, identifying consumer attitudes opposing sustainable consumption and measur- ing the correlation between consumers’ social values and misbehavior; that is, being at odds with the concept of sustainability.

Approach: A quantitative statistical investigation was conducted on a quota sample of 1,200 respondents, giving evidence of represented social values, and attitudes toward market misbehavior and sustainable consumption. By under- taking this research, social values were analyzed according to Schwartz’s theory.

Results: The purpose of this paper was to identify the relationship between con- sumers’ social values and their attitudes toward misbehavior in the context of sustainable consumption. Results show that in consumers who represent high levels of universalism, benevolence, or conservatism, a negative attitude toward misbehavior was identified. We can assume that consumers who represent those values are more willing to adopt the concept of sustainable consumption.

Conclusion: The results of this research contribute mainly to the development of theory-cognitive values. Findings demonstrate different aspects of consumer misbehavior by means of comprehensible components of social values. Results help predict consumer behavior under some specific values in the context of sustainable consumption.

Consistency: These findings may be applied in the practical operation of compa- nies that want to develop business based on the sustainability concept. Knowl- edge of consumer values and attitudes is indispensable to the development of marketing programs and strategies, and to the creation of methods to prevent and counteract different consumers’ misbehavior.

Keywords: consumer attitudes, consumer behavior, misbehavior, social values, sustainable consumption

JEL Classification Codes: D11, D12, E21

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INTRODUCTION The phenomenon of sustainable consumption refers directly to the concept of sus- tainable development (Harrison 2005). It is a complex category and a subject of interest to various scientific disciplines, international organizations, and state in- stitutions. According to the Organisation for Economic Co-operation and Devel- opment (OECD) (1992), sustainable consumption is the use of goods and services that meet basic needs and improve the quality of human life, while using natural resources, avoiding toxic materials and emissions from waste and contaminants during the life cycle, so as to not deprive the needs of future generations.

We can look at sustainable consumption from two perspectives: macro and micro. Sustainable consumption analyzed in the macroeconomic perspec- tive takes into account mainly issues of the place of consumption (Di Giulio et al. 2014), sustainable consumption policy (Reisch and Thøgersen 2017), as well as its tools and indicators (Polonsky et al. 2014). However, the macro- economic approach does not refer to issues related to consumer behavior. The second approach, the microeconomic perspective, is part of the trend in research on consumer behavior. Initially, only ecological consumer behavior—green, pro-ecological consumption—was examined in this approach (Straughan and Roberts 1999). Later the interest of researchers extended to the social aspect of sustainability, which resulted in the analysis of ethical behavior and ethical consumption (Cherrier 2007), leading to the term sustainable behavior (Szmi- gin, Carrigan, and McEachern 2009). Research carried out in this trend focuses mainly on the assessment of consumer awareness (McDonald and Oates 2006), on their pro-ecological and ethical attitudes (Peattie and Peattie 2009), and on explaining the problem of non-compliance of real behaviors to declared atti- tudes (Shaw, McMaster, and Newholm 2015).

Currently, this extremely important stream of research on sustainable con- sumption relates to the values that consumers report represent themselves and the attitudes of consumers toward sustainable consumption. The research is not limited to biological or utility values, but includes social values, which are im- portant in the adoption of sustainable consumption. This research trend is con- sistent with the concept of sustainable development, according to which, in the process of sustainable development, not only material development is important, but also intellectual and spiritual development. The question, “Which values represent consumers who accept ideas of sustainable consumption?” remains. And even more important, “Which consumer values are more associated with sustainable consumption and which ones oppose it?” The best way to iden- tify attitudes opposing sustainable consumption is to measure the correlation between consumer social values and misbehavior—behavior at odds with the concept of sustainability.

The purpose of this paper was to identify a relationship between consumer social values and their attitudes toward misbehavior in the context of sustain- able consumption. The research was conducted by means of a questionnaire dis- tributed online to a group of 1,200 respondents from Poland. The paper starts with an introduction, followed by a theoretical background, methodology, and ending with an empirical section and conclusions. This paper is the result of re- search project number 2013/11/B/HS4/01470, financed by the National Science Centre from Poland.

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SUSTAINABLE CONSUMPTION AND CONSUMER MISBEHAVIOR—THEORETICAL BACKGROUND Sustainable consumption aroused great interest as soon as it appeared in public discourse at the end of the twentieth century. However, the consequences of this concept’s growing popularity in subsequent years seem to elude an unequivocal assessment. On one hand, the incorporation of its principles in the European Union’s sustainable development policy (Mazur-Wierzbicka 2006) and the ac- companying educational activities have contributed to a significant increase in consumer awareness. On the other hand, the spreading fashion of sustainability has opened the door for many abuses and simplifications. Hoping for greater profits, some companies began to mischaracterize their products as ecological, which in the literature gained the name green washing. In turn, there is resigna- tion from consumers who, guided by the fashion for sustainability, only pursue sustainable consumption in the declarative layer. Their declarative layer reveals the incompatibility of their attitudes and behaviors—the attitude-behavior gap. It is common to justify the actual lack of sustainability of one’s own lifestyle by focusing on individual sustainable activities while overlooking other aspects of unsustainable consumption, e.g., engaging in segregating post-consumer waste without striving to reduce the amount of waste.

There are various approaches to sustainable consumption in the literature. According to one concept, achieving sustainability in consumption is only pos- sible thanks to the improvement of efficiency obtained by new, innovative tech- nological solutions that reach consumers through the market (Lorek and Fuchs 2013). Thus, the sustainable nature of consumption means qualitative changes in this approach and depends primarily on the supply side of the market—the availability of sustainable products and technologies, while not requiring any changes in consumption patterns (Laperche, Levratto, and Uzunidis 2012).

However, such changes, as well as the accompanying decrease in the level of consumption in economically developed countries, constitute the basic indi- cator of other approaches to sustainable consumption (Fuchs and Lorek 2005). This approach implements the postulate of introducing both qualitative and quantitative changes in the use of resources (Cohen 2011). In this broad sense (going beyond consumer consumption), sustainable consumption consists of re- ducing the consumption of depleting resources through their more efficient use, substituting renewable resources, limiting consumption of depleting resources, as well as limiting the consumption of renewable resources to a level that allows their continued reproduction (Lorek 2016).

Research on sustainable consumption shows important contributors aside from macro- and micro-economical aspects. For instance, ecological consumer behavior—green, pro-ecological consumption—was examined (Straughan and Roberts 1999). Researchers’ interest extended to the social aspect of sustainabil- ity, which resulted in the analysis of ethical behavior and ethical consumption (Cherrier 2007), and publications began to use the term sustainable behavior (Szmigin, Carrigan, and McEachern 2009).

A phenomenon opposing ethical and sustainable behavior is consumer misbehavior (Albers-Miller 1999; Fullerton and Punj 1993; Vitell, Anusorn, and James 2001). Lovelock and Wirtz (2011), for example, describe consumer

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misbehavior as senseless or improper, creating problems for companies, their personnel, and other consumers. Lovelock and Wirtz emphasize that companies can accept consumer complaints, yet, more importantly, they should manage the complaints in a more professional way when they are invalid.

Hoffman and Bateson (2010) refer to consumer misbehavior while discuss- ing causes of failure in service provision and describe problematic consumers. According to the authors, this failure in proper service provision is caused by problematic consumers and their behavior. Examples include drunken consum- ers negatively affecting the company’s staff and other consumers; verbal and physical abuse targeted at staff or other consumers; and consumers consciously breaching the selling policy by trying to return a non-refundable purchased item. To Hoffman and Bateson, consumer misbehavior is caused by consumers who are impolite, uncooperative, and make many invalid claims.

Following Woo and Fock (2004), the axiom that the consumer is always right is no longer applicable, and companies often realize that the consumer is, in fact, not right at all. Although consumer satisfaction is essential to building long- term rapport, some consumers are incapable of being satisfied with service qual- ity. Moreover, not every satisfied consumer can be retained. For most businesses, it is impossible to please every single consumer since the cost of such advanced service becomes unprofitable. Too much attention focused on the so-called “bad consumers” may pose a threat to the company’s performance and its existence. Companies should retain “good consumers” as long as possible and get rid of the “bad ones.”

Consumer misbehavior is also referred to as abnormal consumer behavior by Fullerton and Punj (1993). The authors define this type of behavior as one that breaks all generally accepted norms of market conduct and is deemed un- acceptable by sellers and most consumers. Abnormal consumer behavior leads to serious material, physical, or psychic damage to staff and other consumers.

Moschis and Cox (1989) refer to consumer pathological behavior as devi- ant, opposing common norms and standards in the form of customs, rules, regu- lations, laws, etc. When consumer behavior is not compliant with these norms, society perceives it as unacceptable, undesirable, and dysfunctional. The defined criteria may differ in terms of its significance to society, which, for example, ex- pects its members to be rational consumers, yet, this rationality is not precisely and unequivocally defined. Society seems to be more demanding with respect to behavior that disturbs the functioning of the system—an attitude reflected, for example, in the making of legislative regulations. Market exchange has funda- mental importance for sound and healthy functioning of the market itself, and society expresses its expectations through rules and regulations that monitor the exchange processes. Since the market is not uniform in terms of individual needs, values, or behavior, the consumer does not always observe the consumption norms (e.g., smoking in a no smoking area). In addition, consumer behavior that is not compliant with standards perceived as norms by most consumers, whether or not it is dysfunctional for the society, is not always a deviant behavior. Thus, the consumer does not have to respect general food consumption norms (e.g., being a vegan), or consumers can be engaged in behavior which is deemed as dysfunctional (e.g., impulse shopping, a materialistic lifestyle, excessive brand

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loyalty) as these types of behavior do not contribute to the effective allocation of resources. Nonetheless, such types of behavior may not be deviant because they may allow for consumer satisfaction or even well-being.

According to Mitchell et al. (2009), unethical consumer behavior should be defined as direct and indirect activities that lead to consumer or company finan- cial loss and reputation damage. Muncy and Vitell (1992) identify three basic factors affecting the decision-making process:

1. The role played by the consumers (e.g., whether their behavior is active or passive)

2. The perceived illegal character of the behavior (e.g., dishonest and treach- erous activities)

3. The perceived significance of consequences (e.g., whether a given activity can be easily spotted by others)

Reynolds and Harris (2009) define pathologies in consumer behavior as dysfunctional and refer to situations in which the consumer consciously violates generally accepted conduct norms in consumption. By using the term dysfunc- tional behavior, the authors emphasize intentions and violation of norms.

With reference to the above-presented considerations, the study into con- sumer misbehavior should be based on the assumption that misbehavior is a consumer action which does not comply with generally accepted norms of mar- ket conduct and which is taken to benefit only the consumer. Simultaneously, misbehavior exerts a negative influence on both companies and other consum- ers, as well as on the misbehaving consumer.

RESEARCH METHOD In order to empirically identify the relationship between social values of con- sumers and their attitudes toward misbehavior, a survey was conducted using a structured questionnaire. Direct research was conducted using the online survey method in 2016. The total number of respondents was 1,395. As a result of the verification of the correctness and reliability of the collected material, 1,200 questionnaires were analyzed.

The purpose of this nationwide research was mainly to determine the social values represented by consumers. By undertaking research on the impact of val- ues on consumer attitudes toward misbehavior in the market, Schwartz’s (1994) theories were adopted as the theoretical framework. These concepts were chosen because the model includes values that reflect a full motivational continuum, rang- ing from altruism, openness to change and conservatism, to selfishness. Previous consumer behavior studies most commonly used Kahle’s (1983) value. Although the Kahle model was specially developed for research into consumer choices, it does not include all categories of values, which may be extremely important in the study of pathological behavior of consumers. The Kahle model primarily includes values expressing concern for one’s own good, while studying misbehavior—the opposite of sustainable consumption—the values expressing concern for others, including future generations, and the common good are also important.

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Our research has focused on the impact of values on consumer attitudes toward misbehavior in emotional terms. Respondents could respond to three options describing their emotional attitude toward misbehavior:

1. An accepting attitude: Consumers’ misbehavior is acceptable to me.

2. A negative attitude: I believe that there can be no tolerance for any misbe- havior of consumers.

3. A relativistic neutral attitude: I can accept misbehavior of consumers in justified cases.

Attitudes were chosen as an independent variable because the relationships be- tween values and attitudes are the strongest. Attitudes, like values, belong to the consumer’s cognitive system and are directly their successor in the chain of interactions from values to behavior (Homer and Kahle 2010).

RESULTS AND DISCUSSION Based on the conducted research, the characteristics of the examined population were first analyzed in terms of preferred values. Benevolence is the preferred value among consumers. Consumers attach similar importance to security and universalism. On the other hand, hedonism and power are the least important to consumers.

The analysis showed that among the respondents, values related to caring for others were much more preferred because both kindness and universalism focus on the well-being of others, caring for the natural environment, and tolerance. In turn, security in a broader sense concerns not only ensuring stability to the individ- ual consumers, but also their relatives and surroundings. The study unequivocally shows that values expressing consumer self-interest are much less preferred. De- tailed descriptive statistics on consumer values are presented in Table 1.

TABLE 1. Descriptive Statistics for Values Professed by Consumers

Values

Descriptive Statistics

N, Valid Average Median Minimum Maximum Standard Deviation

Hedonism 1200 3.87 4.00 1.00 7.00 1.51

Achievement 1200 4.36 4.50 1.00 7.00 1.44

Power 1200 3.90 4.00 1.00 7.00 1.47

Universalism 1200 5.05 5.33 1.00 7.00 1.11

Benevolence 1200 5.25 5.50 1.00 7.00 1.25

Safety 1200 5.15 5.50 1.00 7.00 1.29

Conformism 1200 4.72 5.00 1.00 7.00 1.31

Tradition 1200 4.44 4.50 1.00 7.00 1.35

Stimulation 1200 4.40 4.50 1.00 7.00 1.32

Independence 1200 4.88 5.00 1.00 7.00 1.28

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The research shows that in the studied sample there were slight differences in the preferences of the values between women and men. Women attach more importance and meaning to such values as universalism, kindness, and security. In contrast, men attach importance to values based on competition, the pursuit of achieving and increasing resources, and the search for diversity. In a statistical sense, the significance of differences in the assessment of value preferences based on sex was observed for hedonism, power, universalism, benevolence, and secu- rity. Table 2 presents detailed statistics on the average preferences by sex.

The research also shows the preferred values vary depending on the age of the respondents, suggesting that the value system changes with the age of respondents. The growing importance of collectivist values and the decreasing weight of values expressing self-concentration can be observed. Thus, it can be seen that with age the significance of conformism (r = 0.21), tradition (r = 0.20), and security (r = 0.08) increases the most. However, values such as stimulation (r = −0.20), achievement (r = −0.17), and independence (r = −0.16) decrease.

Comparing the impact of sex on consumers’ preferred values with the re- sults of Schwartz and Rubel (2005), yielded very similar results. Comparing results of age’s impact with Schwartz’s research showed age also affects value preferences. At the same time, it is worth mentioning that in comparing the strength of the age impact on individual value categories in the studied popula- tion, the significance of individual values increases much more slowly than in the research by Schwartz and Rubel.

Using the Schwartz model in the second stage of analysis, the relationship between values and consumer attitudes toward misbehavior and, as a conse- quence, sustainable consumption was analyzed. When identifying the role of social values in shaping these attitudes, one should first pay attention to univer- salism. The motivational basis of its values is the individuals’ need to have their community survive. This value in particular expresses concern for the well-being

TABLE 2. Test of the Difference of Mean According to Sex—Value Preferences in the Sample

Values Average, Women

Average, Men t

Degrees of Freedom (df) p-Value N, Women N, Men

Hedonism* 3.71 4.05 −4.0 1198 0.000 629 571

Achievement 4.35 4.38 −0.3 1198 0.727 629 571

Power* 3.68 4.13 −5.4 1198 0.000 629 571

Universalism* 5.13 4.96 2.6 1198 0.008 629 571

Benevolence* 5.39 5.09 4.2 1198 0.000 629 571

Safety* 5.26 5.02 3.2 1198 0.001 629 571

Conformism 4.79 4.64 1.9 1198 0.054 629 571

Tradition 4.49 4.38 1.4 1198 0.166 629 571

Stimulation 4.38 4.43 −0.7 1198 0.509 629 571

Independence 4.86 4.91 −0.7 1198 0.506 629 571

* Statistical significance at the level p < 0.05

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of other people, care for the environment, and tolerance; these values are im- portant in sustainable consumption (Schwartz 1992). This means that a person who has a high level of universalism strives to care for the well-being of others, including future generations. The natural environment is treated here as a kind of common good; caring for it shows care for the good of society. Thus, misbe- havior aimed at harming the entrepreneur, other consumers, or the consumer himself—and in practice against the idea of sustainable consumption as such— becomes the opposite of universalism. Therefore, it should be expected that in this case universalism will shape negative attitudes toward consumer misbehav- ior in the market. Hypothesis 1: Universalism will negatively correlate with the attitude toward consumer misbehavior.

Benevolence is another value that can play an important role in shaping at- titudes toward sustainable consumption. This value, like universalism, expresses concern for the good of others. However, such care is limited to the closest relatives of the individual (Schwartz 1992). Although kindness concerns family and friends, it can be expected that this value will also affect negative attitudes toward misbehavior of consumers. Benevolence is about providing support and help to others, and also being opposed to focusing on selfish thinking about one’s own well-being. Therefore, the following research hypothesis was formu- lated. Hypothesis 2: Benevolence will negatively correlate with the attitude to- ward consumer misbehavior, while the strength of such impact will be weaker than in the case of universalism.

Consumer attitudes can be shaped by several values simultaneously, so it is worth paying attention to the importance of other values. One of them is conformity. Conformity reflects the individual’s abstention from actions or re- actions that could sadden or hurt others or be interpreted as contrary to social norms and expectations (Schwartz 1992). Conformity also expresses concern for compliance with the principles of social coexistence, and thus will promote the concept of sustainable consumption. Misbehavior is behavior that harms others. Therefore, it should be expected that any misbehavior can be read as a violation of the rules of social coexistence. This rule breaking can threaten an individual’s good image. It can be expected that the negation of consumer mis- behavior gives the opportunity to demonstrate compliance with the principles of social intercourse. In light of the above considerations, the following hypothesis was formulated. Hypothesis 3: Conformism will negatively correlate with the attitude toward consumer misbehavior.

Similar to conformism, according to Schwartz’s values, is tradition. It ex- presses respect and a sense of responsibility and acceptance of customs of a given culture and religion (Schwartz 1991). People who revere this value, as in the case of conformism, will adopt negative attitudes toward misbehavior and will positively refer to the concept of sustainable consumption not so much for the sake of other consumers or businesses, but to fulfill their obligations toward religion or higher ideas. Therefore, it can be expected that this value will be re- lated to attitudes toward misbehavior of consumers. The expected relationships are presented in the following research hypothesis. Hypothesis 4: Tradition will negatively correlate with the attitude toward consumer misbehavior.

Safety is associated with tradition and conformity. This value reflects the pursuit of harmony and stability in the functioning of the individual in both the

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personal and social sphere, and thus the pursuit of sustainable consumption. Security understood in this way concerns stability that a person can provide for oneself and one’s loved ones as well as the stability guaranteed by the state (Schwartz 1992). By its very nature, consumer misbehavior generates a threat to the consumer, other consumers, or enterprises. Therefore, the following research hypothesis was formulated: Hypothesis 5: Safety will negatively correlate with attitudes toward consumer misbehavior.

Power is another category of values in the Schwartz model, and it reflects the individual’s desire to gain control over people and resources. This value also includes the pursuit of high social status and prestige (Schwartz 1992). In other words, people with a high level of strength function to gain an advantage over other people. On the one hand, this style of behavior can be seen as consistent with the essence of misbehavior of consumers, because these individuals pursue their own goals by all means possible, even at the expense of others. However, it can also be assumed that a strong individual will have much more courage than other members of society to react to and oppose the misbehavior of other consumers and influence the acceptance of the concept of sustainable consump- tion. Therefore, the following research hypothesis was formulated. Hypothesis 6: Power will be neutral in relation to attitudes toward consumer misbehavior.

Achievement is related to power. This value reflects the individual’s pursuit of personal success. As in the case of power, the measure of such success is not gaining advantage and control over others. People who value achievement strive to obtain competence in accordance with prevailing social norms. Competences should, however, be easily seen in this case (Schwartz 1992). Theoretically, both negative and positive relationships of achievement with consumer misbehavior and the concept of sustainable consumption are possible. It can be assumed that engaging in specific misbehaviors allows the acquisition of specific competences. However, mere contact with this type of consumer behavior does not improve the individual’s qualifications. Therefore, it should be expected that achieve- ment will be neutral in relation to misbehavior of consumers, as indicated in the following hypothesis. Hypothesis 7: Achievement will be neutral in relation to attitudes toward consumer misbehavior.

Hedonism, like achievement and power, reflects the selfish aspirations of the individual, which is contrary to the concept of sustainable development. This value refers to enjoying pleasure in satisfying the needs of the individual as a living organism (Schwartz 1992). Unlike power and achievement, the pursuit of pleasure in life does not have to involve competition and the accumulation of re- sources. Attitudes toward the misbehavior of other consumers may therefore be negative, as hedonistic individuals may believe that such behavior harms them. But, at the same time, hedonists can perceive these behaviors as an easy way to meet their needs. Therefore, it can be expected that hedonism will be neutral in relation to attitudes toward misbehavior of consumers on the market. This is reflected in the following hypothesis. Hypothesis 8: Hedonism will be neutral in relation to consumer misbehavior.

Hedonism fulfills a kind of mediating link between the values repre- senting the desire to strengthen oneself and the values reflecting openness to changes and neighbors stimulation. Stimulation is a value whose components are excitement, newness, and challenges in life. The foundation of this value

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is the pursuit of diversity in life (Schwartz 1992). Misbehavior of consumers can be a significant emotional challenge for the individual, both positive and negative. It can also be an opportunity to experience excitement. Therefore, it can be expected that stimulation will more often arouse positive emotions toward misbehaviors of consumers, and negative ones toward the concept of sustainable consumption; therefore the following research hypothesis was ad- opted. Hypothesis 9: Stimulation will be positively correlated with attitudes toward consumer misbehavior.

Independence is the last category of values in the Schwartz model; it relates to thoughts and actions. Individuals who prize this value attach great impor- tance to freedom, want to solve problems by themselves, and look for new solu- tions (Schwartz 1992). Individuals who are independent also assign these values to other people. Therefore, misbehavior of consumers or the idea of sustainable consumption should not arouse any reactions from consumers who value in- dependence. In some cases, they can even arouse positive reactions when the individual perceives such behavior in terms of innovative and creative solutions. Therefore, the following research hypothesis was formulated. Hypothesis 10: Independence will be neutral toward consumer misbehavior.

In order to verify the hypotheses, analyzes of correlations between the identified values professed by consumers and their declared attitudes were car- ried out. At the same time, because the variable representing the attitude toward misbehavior was measured on the ordinal scale, Spearman’s rank correlation coefficient was used. Verification of specific research hypotheses confirms only part of them (Table 3).

Universalism is negatively correlated with attitudes toward misbehavior. This is demonstrated by a negative correlation with the statement that “mis- behavior of consumers is acceptable to me” and positive with “there can be no tolerance for any misbehavior of consumers.” People who value universalism do

TABLE 3. Universalism and Attitudes toward Misbehavior (Spearman Correlation)

Values

The Misbehavior of Consumers Is

Acceptable to Me

I Believe That There Can Be No Tolerance

for Any Misbehavior of Consumers

I Can Accept Misbehavior of Consumers in Justified

Cases

Universalism −0.175* 0.192* 0.002*

Benevolence −0.163* 0.177* −0.003*

Conformism −0.297* 0.222* −0.012*

Tradition −0.094 0.157* −0.049

Safety −0.141* 0.186* −0.014*

Power 0.168 0.032 0.124*

Achievement 0.030* 0.036 0.075*

Hedonism 0.216* −0.159* 0.182*

Stimulation 0.092* −0.035 0.123*

Independence −0.018* 0.065* 0.071*

* Statistical significance at the level p < 0.05

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not accept consumer misbehavior in the market. Therefore, the hypothesis was confirmed, with the strength of the relationship being moderate.

Similar results were obtained in the case of benevolence. In this case also there is a negative correlation with the statement that “misbehavior of consum- ers is acceptable to me,” and a positive correlation with the statement that “there can be no tolerance for any misbehavior of consumers.” This part of the hypoth- esis, which states that the force of kindness will be weaker than in the case of universalism, is also confirmed. Therefore, the hypothesis was confirmed in full.

The relationship between conformism and attitudes toward misbehavior is statistically significant and, worthy of emphasis, a strong correlation. The hy- pothesis that conformism will be negatively correlated with the attitude toward consumer misbehavior has been confirmed. This is evidenced by the negative value of the Spearman correlation index for “misbehavior of consumers is ac- ceptable to me,” and the positive value that “there can be no tolerance for this type of behavior.”

Analyses show that tradition is negatively correlated with attitudes toward consumer misbehavior. The statistically significant relationship refers to only one statement that “there can be no tolerance for any misbehavior of consum- ers,” and this relationship is not strong. Therefore, the hypothesis was statisti- cally confirmed in part.

On the other hand, the hypothesis regarding the relationship between safety and attitudes toward consumer misbehavior was statistically confirmed. Safety is negatively correlated with attitudes toward misbehavior. A statistically significant relationship was indicated for “misbehavior of consumers is accept- able to me,” as well as for the statement that “there can be no tolerance for any misbehavior of consumers” and “the possibility of accepting misbehavior in justified cases.”

Regarding subjects who value power, it can be stated that results show a relativistic or neutral (no statistical significance) relationship with attitudes toward consumer misbehavior in the market. Lack of significance means no con- nection. The variable, which is statistically significant, indicates a weak, positive relationship and relates to the acceptance of misbehavior in specific, justified conditions. It can therefore be concluded that the hypothesis has been partially confirmed.

In the case of the achievement value, the analyses show a statistically sig- nificant, positive relationship between the achievement and the attitude toward misbehavior of consumers. However, these relationships are weak. Therefore, the hypothesis was confirmed in part because not all attitudes indicated a statis- tically significant relationship.

The relationship between the next social value, hedonism, and attitudes toward consumer misbehavior is positive and statistically significant. However, these compounds have moderate strength. Consumers professing hedonic values are able to accept the misbehavior of consumers, while rejecting an attitude of total intolerance for this type of behavior. The hypothesis has therefore been confirmed.

This study shows a similar relationship with stimulation and attitudes to- ward consumer misbehavior, which is positive but not always statistically sig- nificant, as in the case of hedonism. And these relationships have much weaker

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strength than in the case of hedonism. The hypothesis has therefore been par- tially confirmed.

As for the impact of independence on attitudes toward consumer misbe- havior, the results obtained confirm the negative nature of this relationship. Con- sumers who prefer independence are generally unable to accept misbehavior and tend to believe that there should be no tolerance of them. The hypothesis has been confirmed. It should be added, however, that although these relationships are statistically significant, they have very weak strength.

CONCLUSIONS With reference to the study results, it can be concluded that the values reflecting consumer desire to transcend themselves—universalism and benevolence—the hypotheses about the negative relationship with attitudes toward misbehavior of consumers have been confirmed. At the same time, the strength of these relation- ships is relatively weak. Similarly, with values referred to as conservatism—tra- dition, conformism, and security—the hypotheses have been confirmed (in the case of tradition partly). These values are negatively correlated with attitudes toward consumer misbehavior in the market. With the increase in the level of these values in consumers, intolerance to various misbehavior also increases.

The third group of values reflects consumers’ desire to focus on themselves. These values include power, achievement, and hedonism. This study cannot sta- tistically confirm that consumers with a high level of self-concentration will ac- cept or even tolerate various misbehavior in the market. However, there was a statistically significant relationship regarding hedonists accepting misbehavior.

The fourth category of values refers to consumer openness to change and includes stimulation and independence. In this case, relationships with consumer attitudes are two-way. Consumers for whom independence is very important do not tolerate any market misbehavior, while stimulus-oriented people are able to accept misbehavior, but this correlation was statistically confirmed only partially.

The results of this research deliver many advantages considering all ap- plications. First, it can greatly contribute to development of scientific theories, especially consumer behavior and consumption, and specifically to sustainable consumption theories. In addition, the findings offer significant support toward understanding the complex relations between consumers and companies. Thus, it can be concluded that the identified findings fulfill all scientific and practical functions.

In the assessment of theory-cognitive values of consumer misbehavior, it is necessary to highlight that the findings demonstrate different aspects of con- sumer misbehavior by means of comprehensible components of social values. The findings not only explain consumer attitudes toward specific misbehavior, but also help predict consumer behavior (reactions) under some specific values.

The findings may be widely applied in the practical operation of companies that want to implement and develop business based on the sustainable devel- opment phenomenon. In the meantime, possessing knowledge of the consumer, consumer values, and consumer attitudes is indispensable for the development of any marketing program, and for the elaboration of methods to prevent and counteract consumer misbehavior. Unlike governmental policy, these activities

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are meant to serve not only consumers, but also the interests and profits of companies.

It should be borne in mind that the research has some limitations, which, however, can be an advantage for future research. The key limitation of the study is that it was conducted only in one country. Consumer misbehavior may differ in more well-developed countries as well as in poor, less-developed coun- tries. Nonetheless, focusing on different markets, analyzing the phenomenon in different countries, and sampling different consumer segments will contribute to a better understanding of consumer misbehavior and their attitudes toward sustainable consumption.

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