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There has been an increasing interest in understanding the unethical practices adopted by customers, but a little research has been conducted so far in Indian context. This paper aims to investigate the impact of different constructs (Materialism, Aspiration, Idealism and Relativism) on customer unethical practices. To conduct the investigation, data was collected from the students of the private colleges in Mathura and Agra with the help of questionnaire. In analysis part, the demographic profile of the respondents was analyzed. The data was then validated by using Cronbach’s alpha. The adequacy of the sample population was checked using KMO test. The validity of factors was tested using Exploratory Factor Analysis. Using Structural Equation Modelling, Confirmatory Factor Analysis was conducted. Finally, the regression test was used to analyze the impact of each independent variable on customer unethical practices. The findings show a significant positive relation between Materialism and Unethical Customer Practices. It also suggests that Idealism and Unethical Customer Practices has a negative but significant correlation. However, this study failed to show any significant correlation of either aspiration or materialism with the Customer unethical practices.

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How to Cite
Shashank Kathpal. (2020). Impact of Self Regulatory Focus on Customer Unethical Behavior: An Empirical Analysis. Restaurant Business, 118(12), 833-846. Retrieved from