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

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.

Sustainable marketing: an exploratory study of a sustain‐centric, versus profit‐centric, approach

“…Scholarly reactions to the emerging sustain‐centric marketing literature are often characterized by paradox. On the one hand, scholars have been quick to welcome an approach to marketing theory and practice where the need to maximize profits is subservient to the goal of optimizing social and ecological well‐being (e.g., Ferrell, 2021; Prothero & McDonagh, 2021). This is precisely what is needed to address the key social and ecological crises we are facing.…”

“…On the other hand, they have also been quick to dismiss such an approach as unrealistic, which it certainly is within a profit‐centric worldview. For example, Prothero and McDonagh (2021) argue that a sustain‐centric approach to marketing theory and practice is “unrealistic” insofar as it challenges the firm's focus on profit‐making (page 3) and because “stimulating wants and desires is marketing's raison d'être” (page 2). Along the same lines, Ferrell (2021), p. 1, 5) argues that a sustain‐centric “framework is timely and addresses important problems but is not realistic.”…”

“…By way of overview of our findings, as shown in Table 1, we found evidence of 13 of the 15 hallmarks associated with sustain‐centric marketing, plus evidence of one new hallmark that had previously been described but not highlighted in the literature (Product hallmark #4). This overwhelming empirical support for the sustain‐centric literature is no small contribution, given ongoing skepticism that views sustain‐centric marketing as unrealistic (e.g., Ferrell, 2021; Prothero & McDonagh, 2021). We will now describe the key characteristics of each P of marketing for each firm in turn, starting with Eadha and then following‐up with Oneka.…”