Content area
Abstract
Marketers must first perceive ethics and social responsibility to be important before their behaviors are likely to become more ethical and reflect greater social responsibility. However, little research has been conducted concerning marketers' perceptions regarding the importance of ethics and social responsibility as components of business decisions. A reliable and valid scale for measuring marketers' perceptions regarding the importance of ethics and social responsibility is presented. An instrument for the measurement of the perceived role of ethics and social responsibility is also presented. Evidence that the scale is valid is presented through the assessment of scale reliability, as well as content and predictive validity. Future research needs and the value of this construct to marketing is discussed.