The Factors that Influenced Marketing Ethics among the Academicians

Abstract

The main purpose of this research is to determine the factors that influenced the academicians marketing ethics. Marketing ethics is about moral evaluations of decisions and actions as right or wrong on the basis of commonly accepted principles of behavior in marketing. A survey of academicians was conducted to determine the factors that are related to the academicians’ marketing ethics using these dimensions: Collectivism, Uncertainty Avoidance, Power Distance and Professional Values. From 150 questionnaires distributed to the academicians in Public University in Malaysia, 124 respondents were collected. Data were analyzed using several methods such as descriptive statistics, t-test, correlation, regression and one way Anova. The findings showed that Power Distance and Professional Values were the factors that influence academicians’ marketing ethics. Further analysis showed that demographic factors such as age, gender, years of working experience, academic qualification do not have any influence on academicians’ marketing ethics. Since the result of the study showed that Power Distance and Professional Values are the main factors that influence the marketing ethics of academicians, the management of the college would perhaps look into methods and ways of cultivating the professionalism among academicians in order for them to possess a good marketing ethics.