One of the best-known instruments to comprehensively measure a person’s
value system is the Rokeach Value Survey (Rokeach 1973). The
Rokeach Value Survey contains a set of 18 terminal values that relate
to ‘‘end states of existence’’ and another set of 18 instrumental values relating
to ‘‘modes of behavior.’’
Some studies have tried to identify ethicalvalues within the Rokeach scale and their effect on ethical behavior
(Fritzsche 1995; Nonis and Swift 2001; Sikula and Costa 1994). Dickson
(2000) used 12 Rokeach Value Survey terminal values in her study of
apparel-buying behavior. Two basic dimensions could be defined: macrosocietal
(socially centered) and microsocietal (self-centered) values. To an
extent, the former predicted attitudes toward business intentions. However,
no systematic attempt has been made to relate consumers’ value systems to
ethical buying behavior.