BUSINESS STUDENTS ETHICAL PERCEPTIONS OF RETAIL SITUATIONS - A MICROCULTURAL COMPARISON

Due in part to a growing realization of the importance of the role tha t retailing plays in the marketing channel, and to die increasing numb ers of college graduates being employed by retailers, growing attentio n is being placed on business students' ethical perceptions of retaili ng practices. This study continues this focus by examining the ethical perceptions of collegiate business students attending two different u niversities which likely represent two different microcultures - conse rvative evangelical Protestant and secular. The results suggest that e thical perceptions may vary between the students attending two univers ities which likely represent differing microcultures. The students att ending the conservative evangelical Protestant university appear to po ssess ethical perceptions which are significantly ''more ethical'' tha n those of students attending the public university. Evidence was obse rved, therefore, which suggests that ethical perceptions may vary acro ss students from differing microcultures.