The relationship between culture and perception of ethical problems in international marketing

Abstract

The possible relationship between ethical perceptions and culture is examined. An examination of the cultural variables suggests that there is a relationship between two of Hofstede's (1983) cultural dimensions (Uncertainty Avoidance and Individualism) and ethical perceptions. This finding supports the hypothetical linkage between the cultural environment and the perceived ethical problem variables posited in Hunt and Vitae's General Theory of Marketing Ethics (1986).