Evolving Face Of Consumer Ethics : An Empirical Study Of Indian Millennial

The widespread acceptance of digital technologies and internet has transformed the consumption of information and in turn has led to new opportunities for ethical breaches like digital piracy. Easy access of information such as internet, digital libraries and lax privacy laws have put young millennial through new ethical dilemmas. Millennial - the ever swelling market segment have been studied regarding their insight on business ethics, but research has been minimal on their ethical beliefs and ideologies. This paper examines the effect of materialism, cultural values and role of religiousness on ethical orientation among young professionals. The finding of the study reveals that materialism and cultural values have a strong impact on consumer ethics. Illegally downloading of information and software is rampant among this segment. The paper categorizes the young professionals as textbfLouds and textbfCompliants, on the basis of ethical orientation. Acceptance of unethical practices significantly varies between these categories. The paper contributes to the body of knowledge of ethics and is unique, as studies in the Asian context and particularly Indian context are very limited.