Commercial food health branding is a challenging branch of marketing because it might, at the same time, promote healthy living and be commercially viable. However, the power to influence individuals’ health behavior and overall health status makes it crucial for marketing professionals to take into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional (...) claims, process claims, and health symbols) as well as a number of general concerns that apply to health branding as such. Being a pioneering analysis, this article advances the academic understanding of health branding and provides practitioners with knowledge of important concerns to take into account when marketing health brands. (shrink)

Purpose– The purpose of this paper is twofold: to provide an overview of related studies and to highlight research gaps and questions that need to be addressed. Research conducted in three-dimensional (3D) online environments constitutes a different research context, not least because it involves the recruitment of avatars in the research process. Researchers need to appreciate better the ethical concerns that arise in this novel, fast-evolving context and how these concern different stakeholders.Design/methodology/approach– The paper employs an interdisciplinary desk-research approach. It (...) critically reviews related literature, highlights the involved stakeholders, discusses ethical issues from a marketing research perspective and concludes with a discussion of related studies and research gaps, providing direct future research avenues.Findings– The characteristics of the 3D online environments and the behaviour and experiences of their users set the boundaries and guide the way regarding the ethical research in this context.Research limitations/implications– The paper does not present primary empirical results, instead it reviews and critiques related literature in 3D online environments and sets the agenda for future research.Practical implications– The paper provides ethical guidelines and identifies blurred areas in conducting or participating in research in 3D online environments.Originality/value– Based on earlier studies and examples of ethical concerns when studying 3D online environments, this paper emphasises the parameters that should be taken into consideration in current and future research studies. (shrink)

Consumer autonomy is a fundamental topic for marketing ethics scholars. Nonetheless, autonomy’s philosophical treatment may have compromised its conceptual clarity. After reviewing the relevant ethics literature on consumer autonomy, the benefits of formally defining consumer autonomy are illustrated, and a novel formalization is adapted from potential performance theory mathematics. The goal is to transfigure a hitherto amorphous topic via a mathematical formalization that defines true autonomy, actual autonomy, reliability of wills, and reliability of product choice. The crucial and surprising result: (...) an action that decreases true autonomy can increase actual autonomy if that action engenders a sufficient increase in one or both types of reliability. Relating the insights from the formalization to the long-standing debates in consumer autonomy suggests fruitful avenues for future research. (shrink)