Marketing Ethics in Creative Industry : an Exploration Study

Abstract

This study focuses on the problems of business practices in the creative industry in terms of business ethics. This study is a qualitative exploratory study. Problems in this study include how are the practices of business ethics in the creative industry in Indonesia, what are the factors that were the antecedent of business ethics in the creative industry in Indonesia, how ethics business impact on consumer behavior in purchasing decisions of the creative industry in Java,Indonesia. The study was conducted with indept interview on 18 entrepreneurs in the creative industry. The results of this study are 3 propositions which are the relevancy between the antecedentt variables and the consequences of the implementation of marketing ethics.