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Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation

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  • Gi-Du Kang
  • Jeffrey James

Abstract

Marketers have traditionally evaluated products and practices on the basis of whether something could be sold. It is also important to evaluate products and practices from a societal perspective, “Should a product be sold?â€\x9D The first idea reflects a managerial orientation and what must be done to sell a product; the second idea reflects a societal orientation and the impact of selling a product. In relation to the second idea, the societal marketing concept was introduced in 1972. There has been little advancement in our understanding of a societal orientation since that time. The current study presents a conceptualization of a societal orientation based on a review of literature and qualitative interviews. The construct was conceptualized as “attention to the long-term well-being of individuals and society at large by enhancing positive impacts from and reducing negative effects associated with production and consumption of a product.â€\x9D Five domains comprising a societal orientation are proposed: physical consequences, psychological well-being, social relationships, economic contribution, and environmental consciousness. Copyright Springer Science+Business Media, Inc. 2007

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  • Gi-Du Kang & Jeffrey James, 2007. "Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation," Journal of Business Ethics, Springer, vol. 73(3), pages 301-318, July.
    • Handle: RePEc:kap:jbuset:v:73:y:2007:i:3:p:301-318
    DOI: 10.1007/s10551-006-9208-0
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