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Is sustainable marketing based on virtue ethics the answer to addressing socio-ecological challenges facing humankind?

Author

Listed:
  • Andrea Prothero

    (University College Dublin)

  • Pierre McDonagh

    (University of Bath)

Abstract

This commentary provides a review of Dyck and Manchanda’s work on the use of virtue ethics, through Sociological and Ecological Thought (SET) Oriented Marketing, in tackling socio-ecological challenges within society. While we concur with the focus of the paper on moving away from a central emphasis on profit maximization, we differ in how we believe this can be achieved. We critique the SET approach put forward from three key positions: (a) the SET approach and the application of virtue ethics; (b) the SET approach and the use of the marketing mix to operationalize it in practice; and, (c) the missing systemic and institutional barriers which we believe render SET problematic both theoretically and in practical terms. We conclude by suggesting that instead of utilising normative ethical theories to address socio-ecological challenges marketing researchers turn to other perspectives, such as ecofeminism.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:1:d:10.1007_s13162-021-00200-4
    DOI: 10.1007/s13162-021-00200-4
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    References listed on IDEAS

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    1. Michael John Jones & Jill Frances Solomon, 2013. "Problematising accounting for biodiversity," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 26(5), pages 668-687, June.
    2. 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.
    3. Bruno Dyck & Rajesh V. Manchanda, 2021. "Correction to: Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 133-133, June.
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    Cited by:

    1. 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.

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