Corporate ethical values in South Africa

Abstract

Abstract This study analyzes the influence of a number of variables on the ethical decision making process of South African marketers. Specifically, it measures the relative influences of ethical perception, idealism, relativism, and corporate ethical values on the ethical intentions of the marketers. The target respondents were practitioner members of the South African Institute of Marketing Management. The survey results indicate that perception of an ethical problem and relativism are significant predictors of ethical intentions, as hypothesized. The other two predictor variables (idealism and corporate ethical values) were not significant. The results regarding idealism are generally consistent with those from previous studies, but corporate ethical values has usually been found to be significant, and not just in the United States. These nonsignificant findings are among the most intriguing of the study. © 2001 John Wiley & Sons, Inc.

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