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Additional info for Marketing, Morality and the Natural Environment (Routledge Advances in Management and Business Studies)
Although much of this work has been largely under-theorized, Smith (1990) has provided one of the first, and certainly one of the more scholarly, expositions of how ethics can be conceptualized as part of ethical purchase behaviour. Using Levitt’s (1980) notion of the augmented product concept,7 he shows that various 24 Marketing and morality: perspectives and issues aspects of morality can contribute to the overall meaning of the product in the consumer’s eye, and can in turn affect the consumer’s desire to purchase the product.
Other cultural elements, such as norms and behavioural standards, have also been argued to have a powerful influence on individual actions, and they can be Marketing and morality: perspectives and issues 27 seen to support behaviour which may be considered ethical or unethical to nongroup members (Turner 1971; Jackall 1988; Watson 1994a; Treviño and Nelson 1995). Individuals thus become socialized into certain accepted organizational behaviours which may prevail over (or replace) their personal (or previous) convictions or moralities (Van Maanen 1991).
As he argues, organizational reality tends to induce a morality that is ‘contextual, situational, highly specific, and, most often, unarticulated’ (1988: 6). This view of morality as ambiguous and flexible is one which is in stark contrast to the one found in existing marketing literature, and one that is certainly in need of further exploration. The organization studies literature is extremely useful here then for we can trace a long history of concern with issues of moral meaning in this area.