Towards development and validation of scale for ethical decision-making model in marketing

Purpose This paper aims to develop and validate scale for ethical decision-making model in marketing that confirms religious–humanistic approach with special reference to ethical philosophy in Islam. Synthesized model of Ferrell and Gresham contingency framework for ethical decision-making in marketing and Al-Ghazali’s ethical philosophy are considered as theoretical background of this study. Design/methodology/approach “Content validity test” and “factor analysis” are used to refine measurement items and define as well as validate the scale, respectively. A total of 362 samples were collected from Islamic banking practitioners in the United Arab Emirates. Findings Item scale of the constructs comprised in the conceptual model defined and validated by using content validity test (CVT). Underlying theoretical dimensions of the constructs were extracted through exploratory factor analysis (EFA), and evidence of validation of scale/construct reported through CFA. Research limitations/implications The scope of this paper is limited to development and validation of scale. Future studies are suggested to use the newly validated scale/construct in descriptive model, and examine the hypotheses prescribed in the model. Further, explanations on theoretical background of this paper is limited as the main objective of this paper is to statistically validate the conceptual model adopted. Practical implications Proper application of validated scale of ethical decision-making model in marketing should enable concerned authorities of marketing department to gauge and understand the ethical aspects of individuals in the organizations. Apparently, apprehension of ethical perception of workforces in organizations should benefit in enhancing competence and minimize the costs from unethical behaviour, and, thus, better governance in whole level of management. Originality/value To the best of the authors’ knowledge, this is an initial attempt to develop and validate the scale of ethical decision-making model in marketing that accommodates both religious and humanistic aspects into a single model to examine the decision-making behaviour related to ethical issues of individuals in organizations.