What are the main aspects of being ethical as a multidimensional concept?
There is no specific answer to being ethical as it is a multidimensional concept. As a result, this study did not specifically identify the ethical or unethical behavior of Nike. Specifying the act may have resulted in differing results as they may have been perceived to be more ethical or unethical. In retrospect, it can be inferred that failing to specify the act, participants’ interpretation may have differed.
Another limitation of this study is that whenever ethical issues are involved, socially desirable responses are a recurring factor that limits research in this area. This is because the participants’ answers may be completely different to what they think so that they conform to socially accepted ideologies. Thus the reliability of responses in the interviews can be called into question.
The most influential limitation in this study has involved the use of the prospect theory, in identifying the reference point in the sample. Specifying a single reference point for a sample is very problematic in low context, especially in highly culturally diverse populations such as Brunel University. Additionally, younger participants may have even more varied ethical perspectives than the rest of the population.