Translating the impacts of Self-Efficacy on the Ethical Behavior of Sales Force: The Moderating Role of Gender

  • Fazalur Rehman Department of Business, Management & Economics, University of Lakki Marwat, Pakistan
  • Farwida Javed COMSATS University, Attock Campus, Pakistan
  • Sadia Ejaz Shiekh COMSATS University, Attock Campus, Pakistan
  • Muhammad Mujtaba Asad Department of Education, Sukkur IBA University, Sukkur, Pakistan
Keywords: Self-efficacy, Ethical Behavior, Gender, Sales Force, Telecom Sector


Purpose: This study intends to assess the influence of self-efficacy on the ethical behavior of sales force along with the moderating effects of gender in the telecom sector at Pakistan.

Design/Methodology/Approach: This study has collected data through self-administered questionnaire from the sales representatives in the telecom sector at Khyber Pakhtunkhwa, Pakistan. The collected data was analyzed using descriptive statistic and stepwise regression.

Findings: The results have shown that self-efficacy has positive significant effects while gender has positive but insignificant effects on the ethical behavior of sales force in the telecom sector of Pakistan. In addition, gender has moderating effects on the relationship of self-efficacy and the ethical behavior.

Implications/Originality/Value: This study is addressing a need to examine the influence of self-efficacy on the ethical behavior of sales force in less developed and less educated areas of Pakistan, which is useful and helpful to explore understanding in the nature of defined variables in the eastern culture of Pakistan where male gender is more dominant.


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How to Cite
Rehman, F., Farwida Javed, Sadia Ejaz Shiekh, & Muhammad Mujtaba Asad. (2021). Translating the impacts of Self-Efficacy on the Ethical Behavior of Sales Force: The Moderating Role of Gender. Journal of Business and Social Review in Emerging Economies, 7(1), 139-147.