The Impact of Buyers on Salespersons' Ethical Judgment and Behavioral Intention to Practice Gray Marketing

Guijun Zhuang, Neil C. Herndon, Alex S L TSANG

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

The purpose of this article is to explore how the behavior of buyers in business-to-business markets influences the behavior of salespeople toward gray marketing practices. With the salespersons as participants, the authors examine the impact of two buyers' factors-buyers' asking for gray benefits and order size-on salespersons' ethical evaluation of, and behavioral intention to practice, gray marketing. We found that buyers' asking for gray benefits and offering bigger orders have negative impacts on salespersons' perceived unethicalness of gray marketing, which in turn increases their behavioral intention to practice gray marketing. We also found that these two factors have a direct and indirect impact on salespersons' behavioral intention to practice gray marketing.

Original languageEnglish
Pages (from-to)57-78
Number of pages22
JournalJournal of Global Marketing
Volume25
Issue number1
DOIs
Publication statusPublished - Jan 2012

Scopus Subject Areas

  • Business and International Management
  • Marketing

User-Defined Keywords

  • Behavioral intention
  • bribes
  • business-to-business marketing
  • corruption
  • ethics
  • gray marketing
  • order size
  • sales management
  • salesperson

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