Abstract

Robin et al. (1996) suggested a new construct when studying ethical behavioral intention which they entitled PIE (perceived importance). They empirically tested the PIE construct and found it to significantly impact both ethical judgment and behavioral intention. The present study extends and validates Robin et al.s work on PIE using a different context, different scenarios and a different sample. The findings indicate strong support for the validity of Robin et al.s PIE instrument and show PIE to significantly influence ethical judgment (attitude) and behavioral intention. This study also indicates the sex of the individual affects the individuals perception of importance and is a significant influence of ethical judgment and behavioral intention. Future ethical models and studies should include PIE as a possible influence on behavioral intention.