Do Female Consumers Have Higher Ethical Perceptions of Marketing?

Studies have found either females being more ethical than males or no significant differences. Ethical evaluations and judgments lead to intentions, and behavior. Furthermore, marketing activities create positive, e.g., ethical, or negative, e.g., unethical, perceptions of firms' market offerings. The purpose is to make an initial study of consumers' ethical perceptions of firms' marketing strategy and to clarify prior findings of these somewhat inconsistent results of gender differences toward marketing ethics. Two propositions are presented with each under different cues and intensiveness levels. The conclusion is that under certain conditions - "it depends" - there are differences between male and female consumers' ethical perception of firms' marketing strategy.