Moral Equity and Ethical Climate: Relevance to the Relational Selling Behavior and Sales Performance

In this paper we address two ethical issues relevant to the relational selling behavior and its outcomes: ethical climate within the company and moral equity of individual salesperson. Using primary data from the new EU member country and structural equation modeling analysis we prove that ethical climate increases sales performance, in such a way that its impact on sales performance is mediated by adaptive selling behavior. Moreover, we also show how moral equity negatively moderates the strength of the relationship between adaptive selling and sales performance.