Journal of Business Ethics

, Volume 15, Issue 11, pp 1199–1208

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

  • Robert W. Armstrong

DOI: 10.1007/BF00412818

Cite this article as:
Armstrong, R.W. J Bus Ethics (1996) 15: 1199. doi:10.1007/BF00412818


This research study sought to identify whether there is a relationship between ethical perceptions and culture. An examination of the cultural variables suggests that there is a relationship between two of Hofstede's cultural dimensions (i.e., 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 Vitell's General Theory of Marketing Ethics (1986).

Copyright information

© Kluwer Academic Publishers 1996

Authors and Affiliations

  • Robert W. Armstrong
    • 1
  1. 1.School of Economics and CommerceMurdoch UniversityPerthAustralia