ORIGINAL RESEARCH PAPER
Gender differences in attitudes toward ethics in digital business. Evidence from Croatia
by
Ivana Benjak 1 
, Doroteja Mandarić 2
, Anica Hunjet 3
1 University of Applied Sciences Burgenland, Eisenstadt, Austria
2 University of Applied Sciences Burgenland, Eisenstadt, Austria
3 University North, Varaždin, Croatia
ABSTRACT
As organizations grapple with the transformative implications of business digitization, the intricate interplay between technological progress, sustainable development, and ethical responsibilities becomes increasingly apparent. This article explores the influence of gender diversity on business ethics within the digital environment. An elevated perspective, infused with an ethical approach embracing gender diversity, leads to a deeper and more holistic understanding of these multifaceted dynamics, poised to inform, and guide decisions over the long term. Research investigating the ethical inclinations of men and women in the business and digital realm reveals a noteworthy trend: women attribute higher importance to ethical standards in digital business compared to men. Women tend to exhibit a stronger moral inclination and are more attuned to unethical practices, particularly in the context of the challenges and complexities accompanying digital transition. The study uncovers that women display a lower tolerance for unethical behavior, including negotiation strategies, underscoring their more pronounced ethical stance. This discrepancy is attributed to women's deeper integration of morality into their self-identities, fostering heightened sensitivity to interpersonal dynamics and emotions, while men lean towards an independent and less reliant self-perception. Such gender-based disparities have the potential to significantly impact organizational leadership dynamics. However, it is crucial to refrain from overgeneralizing and assuming that male employees engage in unethical conduct more frequently than their female counterparts, particularly in contexts that prioritize moral leadership principles. Moreover, it is noteworthy that financial incentives possess the capacity to compromise the ethical compass of individuals, irrespective of gender. Still, gender plays a pivotal role in shaping ethical decisions, irrespective of whether they are made within a personal or corporate setting.
Keywords: business ethical behavior, business ethics, ethical standards, gender differences
HOW TO CITE THIS ARTICLE
Benjak I., Mandarić D., Hunjet A. (2023). Gender differences in attitudes toward ethics in digital business. Evidence from Croatia, MAP Social Sciences, 4, 31-42. doi: https://doi.org/10.53880/2744-2454.2023.4.31