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Ethical intentions among frontline employees working in the US-based fast food chains in Pakistan: The moderating role of love of money

Muhammad Kashif (GIFT University, Gujranwala, Pakistan)
Amira Khattak (Marketing Department, College of Business Administration, Prince Sultan University, Riyadh, Saudi Arabia)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 July 2017

Abstract

Purpose

Following the theory of planned behavior (TPB), the purpose of this paper is to explore the relationships between ethical decision-making attitude, perceived behavioral control, subjective norms, and past behavior; to examine ethical intentions of frontline employees with their love of money as a moderator.

Design/methodology/approach

The authors collected data from 310 frontline employees (FLEs) in five US-based fast food chains (McDonald’s, Subway, KFC, Pizza Hut, and Hardees) across three cities of Pakistan, using self-administered questionnaires. The authors adopt the structural equation modeling (SEM) technique to test the theoretical model.

Findings

The authors demonstrate that LOM is a significant moderator. The relationships between two dimensions of TPB – the ethical attitude and subjective norms – and ethical intentions are much stronger for FLEs with a lower LOM orientation.

Originality/value

The inclusion of LOM to enrich TPB framework, investigation of ethical intentions of frontliners employed in US-based fast food chains and a developing country context are unique products of this study.

Keywords

Citation

Kashif, M. and Khattak, A. (2017), "Ethical intentions among frontline employees working in the US-based fast food chains in Pakistan: The moderating role of love of money", British Food Journal, Vol. 119 No. 7, pp. 1547-1561. https://doi.org/10.1108/BFJ-09-2016-0396

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited