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  1. Virtue Ethics Between East and West in Consumer Research: Review, Synthesis and Directions for Future Research.Guli-Sanam Karimova, Nils Christian Hoffmann, Ludger Heidbrink & Stefan Hoffmann - forthcoming - Journal of Business Ethics:1-21.
    This literature review systematically synthesizes studies that link consumer research to differences and similarities in virtue ethics between the East and the West, with a focus on early Chinese and ancient Greek virtue ethics. These two major traditions provide principles that guide consumer behavior and thus serve as a background to comparatively explain and evaluate the ethical nature of consumer behavior in the East and the West. The paper first covers Eastern and Western theoretical and normative approaches of virtue ethics (...)
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