Factors that influence marketing ethics among academicians

The main purpose of this research is to determine the factors that influence academicians' marketing ethics. Marketing ethics involves the moral evaluation of decisions and actions as right or wrong based on commonly accepted principles of behavior in marketing. A survey of academicians was conducted to determine the factors related to marketing ethics using the dimensions of Collectivism, Uncertainty Avoidance, Power Distance, and Professional Values. Out of 150 questionnaires distributed to academicians in Public Universities in Malaysia, 124 responses were collected. Data were analyzed using descriptive statistics, t-tests, correlation, regression, and one-way ANOVA. The findings indicate that Power Distance and Professional Values are the primary factors influencing academicians' marketing ethics. Further analysis revealed that demographic factors such as age, gender, working experience, and academic qualifications did not significantly influence marketing ethics. Consequently, based on these results, university management should focus on methods to cultivate professionalism among academicians to ensure they uphold high ethical standards in marketing.