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Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind

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  • Bruno Dyck

    (University of Manitoba)

  • Rajesh V. Manchanda

    (University of Manitoba)

Abstract

It is generally accepted that the primary goal of marketing, even conventional sustainable marketing, is to enhance organizations’ financial well-being, a view that is consistent with mainstream utilitarian ethics. However, this profit-first focus often inadvertently contributes to socio-ecological problems and undermines the ability of marketing to adequately address resulting challenges. This paper presents an approach to sustainable marketing that we call Social and Ecological Thought (SET) marketing, which is based on virtue ethics and aims to optimize social and ecological well-being while ensuring financial viability. We describe implications of SET marketing for each of the 4 Ps in the marketing-mix paradigm—product, price, place, and promotion—and compare them to conventional views based on mainstream utilitarian ethics. SET marketing is relevant for the growing number of consumers and businesses that willingly forgo the maximization of financial well-being in order to optimize socio-ecological well-being. Implications for theory and practice are discussed.

Suggested Citation

  • Bruno Dyck & Rajesh V. Manchanda, 2021. "Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 115-132, June.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:1:d:10.1007_s13162-020-00184-7
    DOI: 10.1007/s13162-020-00184-7
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    Cited by:

    1. Andrea Prothero & Pierre McDonagh, 2021. "Is sustainable marketing based on virtue ethics the answer to addressing socio-ecological challenges facing humankind?," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 134-139, June.
    2. Kirtika Deo & Abhnil Amtesh Prasad, 2022. "Exploring Climate Change Adaptation, Mitigation and Marketing Connections," Sustainability, MDPI, vol. 14(7), pages 1-21, April.
    3. Heidi Rapp Nilsen, 2024. "Code Red for Humanity: The Role of Business Ethics as We Transgress Planetary Thresholds," Journal of Business Ethics, Springer, vol. 189(1), pages 1-7, January.
    4. O. C. Ferrell, 2021. "Addressing socio-ecological issues in marketing: environmental, social and governance (ESG)," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 140-144, June.
    5. Jose Ribamar Siqueira Junior & Enrique Horst & German Molina & Laura H. Gunn & Felipe Reinoso-Carvalho & Burcu Sezen & Nathalie Peña-García, 2023. "Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 95-115, March.

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