Objectives and Research Methodology

The Hang Seng University of Hong Kong (HSUHK) has long been attaching great importance to business ethics and therefore has initiated the Junzi Corporation Survey, which embodied the Confucian concept of “Junzi”, since 2011. To identify the corporation with the highest ethical standard from the perspective of the public, as well as to promote the concepts of the “Five Virtues” of Junzi in business context, HSUHK has appraised the business ethical level of Hong Kong corporations through carrying out this academic study which has adopted rigorous and scientific approach in examining the corporations.

Survey Methodology

The Junzi Corporation Survey Team, consisting of HSUHK faculty and students, conducts face-to-face street interviews for the Junzi Corporation Survey. These interviews typically take place in the first quarter of the year. To obtain a representative sample, the Survey Team randomly selects citizens of different age groups from all eighteen districts in Hong Kong. Additionally, there are several inspectors to monitor and check the quality of the survey data.

Design of Survey Questionnaire

The survey questionnaire is developed based on previous instruments and the “Junzi Corporation” model. We include additional questions regarding the five virtues of “Junzi” to enable respondents to provide more accurate and specific comments on the business ethics of Hong Kong corporations.

Scope of the Survey

The survey data collected is used for three types of analysis, including:

  • how the general public in Hong Kong viewed the business ethics of Hong Kong corporations, as reflected in the “HSUHK Business Ethics Index,” and how the “Junzi” behavior of corporations were associated with consumers’ satisfaction;
  • how the general public in Hong Kong considered Hong Kong corporations fulfilling the five virtues of “Junzi,” including benevolence (“Ren”), righteousness (“Yi”), propriety (“Li”), wisdom (“Zhi”), and trustworthiness (“Xin”); and
  • how the general public in Hong Kong was concerned about the ethical issues of Hong Kong corporations.