The impact of cultural drivers on trust: A multi-level study of self-importance, idealism and unethical marketing behavior

The purpose of this study is to find the impact of culture drivers on trust a multilevel study of self-importance, idealism and unethical marketing behavior. It is precisely explore the role of cultural drivers in developing ethical ideology and the association between the consumer’s ethical ideology and his or her perception concerning the unethical marketing behavior of firms. This study based on qualitative approach and survey conducted on 350 consumers that are having age 18 and above with random sampling method. The item was derived from two sources and that are measured on five point likert scale. Data were collected randomly from general public of Karachi. The structural equation modeling equation is used to test the hypothesized relationship among the variables of the model. The study established the individualism is essential in developing self-importance attitude as well as power distance is importance for lead to idealistic attitude. Self-importance is detected to have positive relationship with the unethical marketing behavior and idealism was found to have negative relationship with unethical marketing behavior. The element of unethical marketing behavior is price and promotion has positive relationship with trust.