Ethical marketing

Ethical marketing refers to the application of marketing ethics in the marketing process. Briefly, marketing ethics refers to the philosophical examination, from a moral standpoint, of particular marketing issues that are matters of moral judgment. Ethical marketing in a more socially responsible and culturally sensitive business community. The establishment of marketing ethics has the potential to benefit society as a whole, both in the short- and long-term. Ethical marketing should be part of business ethics in the sense that marketing forms a significant part of any business model. Study of Ethical Marketing should be included in applied ethicsand Involves examination of whether or not an honest and factualrepresentation of a product or the service has-been Delivered in a framework of cultural and social values.

It promotes qualitative benefits to its customers, which other similar companies, products or services fail to recognize. The concern with ethical issues , such as child labor, working conditions, relationships with third world countries and environmental problems, has changed the attitude of the Western World towards a more socially responsible way of thinking. This is a socially responsible way.

The rising trend of fair trade is an example of the impact of ethical marketing. In the ‘ Ethical Shoppers Price Index Survey’ (2009), fair trade was the most popular ethical badge products could have. It also revealed that many consumers distrusted green claims. (The idea of ​​fair trade is that consumers pay a price to a small group of producers, the producers agree to pay for the price of food and the environment – a fair deal for everyone.)

The philosophy of marketing is not lost with this newfound ethical slant, purpose Rather hopes to win customer loyalty by Reinforcing the positive values of the brand, Creating a strong brand citizen. However, this new way of thinking does create new challenges for the marketer of the 21st century, in terms of invention and development of products with long-term benefits.

Many brands have tried to make themselves look responsible, often in the greenwash (see greenwashing ) In research consumers have shown to have the same trust. media attention on ethics. Although many brands have been made aware of this issue, it has been noted that in research rather than environmental concerns. [1]

Ethical marketing shoulds not be confused with government regulations Brought into strength to Improve consumer welfare , Such As Reducing sulfur dioxide emission to Improve the quality of the air. A legal regulation is a legal remedy intended to mitigate or correct an ethical issue, such as pollution of the air that we all share. Enlightened ethical marketing is at work when the company and marketer recognize further improvements for public opinion. By way of example, the Coop Group refuses to invest money in tobacco, and any countries with oppressive regimes.

See also

  • Business ethics
  • Fair trade
  • greenwashing
  • Marketing ethics
  • Socially responsible marketing

Further reading

  • Murphy, Patrick E; Gene R. Laczniak; Norman E. Bowie ; Thomas A. Klein (2005) [2004]. Ethical marketing . Upper Saddle River, NJ: Pearson Prentice Hall. ISBN  978-0-13-184814-6 . OCLC  54805964 .
  • Laczniak, Eugene R; Robert F Lusch; William A Strang (1978). Ethical marketing: product vs. process . Madison: Graduate School of Business, University of Wisconsin-Madison. OCLC  33226121 .
  • Ginsburg, Roy S (2006). Ethical marketing skills for lawyers . Denver: Continuing Legal Education in Colorado. OCLC  133147723 .
  • Fan, Y. (2005). Ethical branding and corporate reputation – Corporate Communication: 10: 4 . Emerald Group Publishing Limited. pp. 341-350. hdl : 2438/1283 . ISSN  1356-3289 .
  • Serafinn, Lynn. (2011). The 7 Graces of Marketing: How to heal humanity and the planet by changing the way we sell. London: Humanity 1 Press. ISBN  9780956857804 ISBN  9780956857804 .


  1. Jump up^ Arnold, Chris (2010). Ethical Marketing & The New Consumer . John Wiley & Sons (UK). p. 272. ISBN  978-0-470-74302-7 .