Propuestas para el desarrollo de indicadores éticos difusos en marketing

Abstract

The purpose of this study is to provide new methodologies for the evaluation of ethical behavior in marketing. With this aim different fuzzy indicators are proposed. The existing literature has been analyzed and a descriptive research has been undertaken based on a survey conducted among students from Chilean business schools. The validity and reliability of the proposed scales were reviewed by means of an Exploratory Factor Analysis. A fuzzy aggregation model using expertons has also been implemented in order to obtain the proposed ethical fuzzy indicators. Finally, we have defined comparison indices which allow the obtaining of a ranking where organizations are ordered based on their ethical behavior.