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Journal of Business Ethics (2008) 77:377403 Springer 2007 DOI 10.1007/s10551-007-9363-y
Well-being Marketing: An Ethical Business Philosophy for Consumer Goods Firms
M. Joseph Sirgy Dong-Jin Lee
ABSTRACT. In this article we build on the program of research in well-being marketing by further conceptualizing and refining the conceptual domain of the concept of consumer well-being (CWB). We then argue that well-being marketing is a business philosophy grounded in business ethics. We show how this philosophy is an ethical extension of relationship marketing (stakeholder theory in business ethics) and is superior to transactional marketing (a business philosophy grounded in the principles of consumer sovereignty). Additionally, we argue that well-being marketing is based on duty ethics concepts, specifically the duty of beneficence and non-maleficence. Subsequently, we show how the well-being concept guides marketing decisions for consumer goods firms.
KEY WORDS: well-being marketing, marketing and quality of life, societal marketing, marketing ethics, social responsibility in marketing
Introduction
Much of the literature in corporate social responsibility has focused on six aspects of citizenship behavior: (1) corporate cause promotions, (2) cause-related marketing, (3) corporate social marketing, (4) corporate social philanthropy, (5) community volunteering, and (6) socially responsible business practices (Kotler and Lee, 2005). Corporate cause promotions involve corporate activities to increase awareness and concern for social causes (e.g., The Body Shop promoting a ban on the use of animals to test cosmetics). Cause-related marketing involves
corporate efforts designed to induce consumers to make contributions to causes based on product sales (e.g., Comcast donates $4.95 of installation fees for its high-speed Internet service to Ronald McDonald House Charities). Corporate social marketing involves corporate campaigns that support behavior change intended to improve public health, safety, the environment, or community well-being (e.g., Home Depot and a utility promoting water conservation tips). Corporate philanthropy involves a rm making a direct contribution to a charity or cause in the form of cash grants, donations, and/or linked services (e.g., WaMu awards cash grants to fund professional development of teachers). Community volunteering refers to incentives a rm provides its employees to volunteer their time to support local community organizations and causes (e.g., employees of a high-tech company tutoring youth in middle schools on computer skills). Socially responsible business practices involve business practices designed to support social causes, improve...