PREDICTORS OF ETHICAL BEHAVIOUR AMONG INSURANCE AGENTS

The study examines the relationship between attitude, subjective norm, and intention on ethical behaviour among insurance agents by adopting the Theory of Reasoned Action (TRA). Respondents of the study comprised of 141 individual insurance agents from the southern region of Malaysia. The results of the study indicated that there were significant relationship between subjective norms and attitude towards ethical intention among insurance agents. Further analysis showed that subjective norms were stronger predictors of ethical intention than attitudes. Besides, the analysis also showed that ethical intention significantly predicted ethical behaviour. The findings of this study calls for the need for a constant monitoring by other stakeholders and continuous ethical-based training for insurance agents in order to strengthen their ethical behaviour.