Department of Marketing
The impact of buyers on salespersons’ ethical judgment and behavioral intention to practice gray marketing
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. © 2012 Copyright Taylor and Francis Group, LLC.
Behavioral intention, bribes, business-to-business marketing, corruption, ethics, gray marketing, order size, sales management, salesperson
Source Publication Title
Journal of Global Marketing
Taylor & Francis
Link to Publisher's Edition
Zhuang, Guijun, Neil C. Herndon, and Alex S. L. Tsang. "The impact of buyers on salespersons’ ethical judgment and behavioral intention to practice gray marketing." Journal of Global Marketing 25.1 (2012): 57-78.