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As the rise of consumer sovereignty movement, people begin to pay close attention to business ethics, and enriches the theory literature on this topic. According to the existing literature, the vast majority of business ethical research focused on the seller’s ethics, and only5%ethical research based on the perspective of buyer. Obviously, the research of "consumer unethical behavior" is very scarce. In addition, we also find that:for one thing, so far the research of consumer unethical behavior mainly concentrates in the western countries, but the related researches which take consumers in mainland China under the background of collectivism culture as samples are extremely rare. For another, in previous research, college students’consumer unethical behavior has been the focus of most concern. College students are often used as the general agent of consumers, the reason is that:first,"college students’ consumer unethical behavior" status, to some extent, is the miniature of "general consumer unethical behavior"; Second, the situation of "college students’consumer unethical behavior" can predict or infer future status of consumer unethical behavior; Third, taking college students’consumer as sample, is convenient for sampling, makes survey much simpler and faster, and also contributes to improves the effectiveness of sample.Previous empirical studies of "college students’consumer unethical behavior", mostly stay in confirmation of the scale’s factor structure, as well as the influence of idealism、 relativism、Machiavellism and demography variable factors on consumer unethical behavior. So far, these studies has not yet been discussed deep influencing factors of "college students’ consumer unethical behavior", not to mention the empirical research of deep influencing factors. This article takes1500college students’consumer in Zhejiang area of China as the research object. First of all, we adopt revised Muncy-Vitell four dimensional scale to measure the status of college students consumer unethical behavior, and then using small-scale interview further studies the influencing factors of college students’consumer unethical behavior, and finally validating these influencing factors on the basis of large sample survey data.Based on the results of investigation, interview and empirical research, this article reaches the following two conclusions:one, Zhejiang college students’consumers unethical behavior generally has double-standard, and that is significantly influenced by demographic variables factors, such as gender, family annual income and birthplace. Another, object choice、social factor learning factor experience factor and situational awareness factor significantly influence Zhejiang college students’consumer unethical behavior. On the basis of above research conclusion, this article puts forward management reference and enlightenment from the perspective of enterprise marketing management, government and society.Whether from the research content, research method, or research result, the research of status and influencing factors on Zhejiang college students’consumer unethical behavior has certain degree of innovation. But due to the restriction of time and ability, this article inevitably exists some deficiencies, which needs further research.
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