This paper draws a distinction between ‘right MacIntyreans’ who are relatively optimistic that MacIntyre’s vision of ethics can be realised in capitalist society, and ‘left MacIntyreans’ who are sceptical about this possibility, and aims to show that the ‘left MacIntyrean’ position is a promising perspective available to business ethicists. It does so by arguing for a distinction between ‘community-focused’ practices and ‘excellence-focused’ practices. The latter concept fulfils the promise of practices to provide us with an understanding of the best work (...) for humankind and highlights the affinities between MacIntyre’s concept of a practice and Marx’s conception of good work as free, creative activity. The paper concludes with a suggestion that we reflect on the best forms of work so that we can strive to ensure the very best activities, those most consonant with our flourishing, one day become available to all. (shrink)

It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality can influence the valuation of green products. Relying on virtue theory and positive spillover as conceptual bases, the research implicitly and explicitly tests and confirms green product virtue. The results demonstrate that perceived green product virtue leads to positive emotions, (...) which explain heightened purchase intentions. In line with the conceptualization, I show that the effect is moderated by the importance consumers place on their own morality. Importantly, explicitly framing green products as virtuous activates positive spillover by consumers; when green products are branded with a virtue cue, they encourage consumers to be more virtuous. Beyond being perceived as better people, when consumers interact with green products they effectively engage in more moral acts, such as making donations. The results confirm the perception of green products as moral agents and provide marketers with insights into the marketing value of virtue cues in green product consumption. (shrink)

This literature review systematically synthesizes studies that link consumer research to differences and similarities in virtue ethics between the East and the West, with a focus on early Chinese and ancient Greek virtue ethics. These two major traditions provide principles that guide consumer behavior and thus serve as a background to comparatively explain and evaluate the ethical nature of consumer behavior in the East and the West. The paper first covers Eastern and Western theoretical and normative approaches of virtue ethics (...) in the field of consumer research. The subsequent systematic literature review then synthesizes empirical works in this field. Since only a few papers adopt a cross-cultural consumer research perspective, one of the main aims of this review is to encourage scholars to pursue both theoretical and empirical cross-cultural consumer research on virtue ethics. To this end, the paper closes by suggesting some fruitful directions for future research to stimulate this relatively under-researched area. (shrink)

This paper seeks to show how MacIntyre’s concept of a practice can survive a series of ‘scope problems’ which threaten to render the concept inapplicable to business ethics. I begin by outlining MacIntyre’s concept of a practice before arguing that, despite an asymmetry between productive and non-productive practices, the elasticity of the concept of a practice allows us to accommodate productive and profitable activities. This elasticity of practices allows us to sidestep the problem of adjudicating between practitioners and non-practitioners as (...) well as the problem of generic activities. I conclude by suggesting that the contemporary tendency to regard work as an object of consumption, rather than undermining MacIntyre’s account of practices, serves to demonstrate the potential breadth of its applicability. (shrink)

The growth of esports as a recognized, organized, competitive activity in North America and Europe has evolved steadily from one of the most prominent sport industries in several Asian countries. Esports, which is still pursuing a widely accepted governance structure, has struggled to control the factors that typically act as a breeding ground for sport corruption. Within the esports industry, there is alleged widespread use of both prescription and off-label use of stimulants, such as modafinil, methylphenidate, and dextroamphetamine. Anti-doping policy (...) implementation in this environment may result in either the abuse of the Therapeutic Use Exemptions system or excluding too many competitors who have a legitimate need for these medications. In this paper, we contextualize esports and substance use within this emerging industry. Subsequently, we outline the specific challenges faced by esports organizations in crafting policies to address PEDs—one of the industry’s most pressing issues. Furt... (shrink)

To understand ethical consumer choice, it should be studied from a holistic, configurational perspective. We use fuzzy-set qualitative comparative analysis (fsQCA) ( N = 715) with a randomized experiment in the context of animal welfare to examine (a) the interdependencies of factors aiding or impeding ethical choice, and (b) whether ethical choices occur differently in a loss frame than in a gain frame. We identify several alternative pathways to ethical choice and non-choice, and within these pathways, we reveal substitution effects, (...) complementarities, and contingencies, reflecting the complexities of consumer choice. Furthermore, we demonstrate how ethical choice results more easily in a loss frame, and non-choice more easily in a gain frame, but how framing can also be irrelevant in certain situations. We contribute theoretically to ethical consumer choice in general and to food choice in particular by showing how it is the interplay of several factors in complex configurations that determines whether the situation favors ethical choice or non-choice. We outline important management and policy implications of our findings. (shrink)

The demand for ethical fashion products has grown in recent years, with consumers caring more about how the product is made. Based on the deontological underpinnings of ethical fashion, the present research provides recommendations to ethical fashion brands by leveraging the emotion of awe through visual representations. This research examines 5362 Instagram posts of five ethical fashion brands and shows that the presence of awe-inspiring visual elements increases consumer engagement on social media for ethical fashion brands. Further, this research identifies (...) the moderating roles of the color green and the size of the visual elements in this context. Two follow-up experiments provide causal evidence for these relationships. Experimental evidence for the role of deontological beliefs as a mediator of the relationship between feelings of awe and social media engagement with ethical fashion brands is also provided. Overall, the findings offer a more nuanced understanding of how ethical fashion brands can develop effective visual advertising campaigns on social media and the underlying process driving the effect, which is consistent with deontological ethics. (shrink)

Since the publication of Alasdair MacIntyre’s After Virtue in 1981, tensions inherent to the relationship between morally educative practices and the institutions that house them have been widely noted. We propose a taxonomy of the ways in which the pursuit of external goods by institutions undermines the pursuit of the internal goods of practices. These comprise substitution, where the institution replaces the pursuit of one type of good by another; frustration, where opportunities for practitioners to discover goods or develop new (...) standards of excellence are frustrated by institutional priorities and resource allocation; and injustice, which undermines the integrity of relationships within the organization and/or with partners. These threats, though analytically distinct, are often mutually reinforcing. This conceptual contribution is illustrated both by the extant literature and by a novel context, the three-ring circus. (shrink)

As the need for business to address pressing social and ecological issues intensifies, so does the importance of enhancing the development of sustainable marketing. The current dominant approach to sustainable marketing is based on a Triple Bottom Line (TBL) profit‐centric worldview, which suggests that firms can simultaneously improve their financial well‐being as they reduce negative social and ecological externalities. However, whereas the scope of TBL marketing is limited to sustainability initiatives that enhance profits, there is a growing need for—and interest (...) in—developing a sustain‐centric approach to marketing that relaxes the need to maximize financial well‐being in order to optimize social and ecological well‐being. Even so, because of the dominance of the profit‐centric worldview, hallmarks of sustain‐centric marketing practices remain under‐developed and may even lend themselves to becoming inauthentically mimicked on a piecemeal basis by greenwashing profit‐centric firms. We provide an exploratory empirical study of marketing practices evident in two sustain‐centric firms and draw implications to advance theory for both sustain‐centric and profit‐centric marketing. (shrink)

ABSTRACT:Stanley Cavell’s moral perfectionism places the task of cultivating richer self-understanding and self-expression at the center of corporate life. We show how his approach reframes business as an opportunity for moral soul-craft, achieved through the articulation of increasingly reflective inner life in organizational culture. Instead of norming constraints on business activity, perfectionism opens new possibilities for conducting commercial exchange as a form of conversation, leading to personal growth. This approach guides executives in designing businesses that foster genius and channel creativity, (...) while giving all stakeholders a meaningful voice within a culture of trust. We first give an account of Cavellian perfectionism. Then, we explain how this underrepresented strand of moral reflection challenges and enriches, but does not supplant, prevailing ethical theories—including other versions of perfectionism. We then demonstrate the salience of Cavellian perfectionism to business ethics through examples from marketing, human resources, and executive organizational design and development. (shrink)

Alasdair MacIntyre’s critique of managerial capitalism is well known, with some arguing that MacIntyrean thought is antithetical to contemporary capitalist business. Nevertheless, substantial efforts have been taken to demonstrate how different business activities constitute MacIntyrean practices, which points to an incoherence at the heart of MacIntyrean business ethics scholarship. This article proposes a way of bridging these perspectives, suggesting a reimagined MacIntyrean approach to business that is thoroughly ‘practice-led.’ A detailed comparison of accounting and management shows that while neither are (...) practices in ‘good order,’ they differ in significant ways: where management does not meet the criteria for a MacIntyrean practice, accounting is a ‘distorted’ practice. This leads to a categorisation of practice-led business activity, whereby the traditional tasks of management are subsumed, shared or subordinated to practices and practitioners. Insights on how this can be implemented are drawn from the ‘communities of practice’ literature and a consideration of professions. (shrink)

While a circular economy (CE) paradigm shift has gained significant momentum among academics, practitioners, and policymakers, theory regarding its social aspects remains scant, especially theory based on an ethical, micro-level perspective. Circular consumption, referring to those consumption practices that aim to extend the lifetimes of objects and materials, involves ethical considerations. However, everyday circular consumption and its ethics have not gained a foothold in the CE literature. This article builds on the existing circular consumption literature by drawing insights from the (...) posthuman feminist theorising of care, shifting the focus of care from humans to the complex relations between humans and nonhumans and conceptualising circular consumption practices as matters of care. This conceptualisation, which follows a thinking-with-theory approach, is based on empirical material constructed in two research projects focusing on frontrunner consumers in terms of circular consumption in Finland: food waste reduction and circular clothing consumption. We identify circular consumption as care by introducing three distinct perspectives: care as tinkering, care as affective practices, and care as ethico-political action. We show that approaching circular consumption practices as matters of care, while not always easy or straightforward, is an attempt to make consumption better: more attentive, inclusive, durable, and enjoyable. Our findings emphasise the interconnected nature of circular practices, the constant performativity of circular consumption, and nonhumans as crucial stakeholders in care relations. Consequently, we offer an alternative to technocentric CE perspectives and a way to promote a sustainable world through care. (shrink)

In response to the growing importance of environmental issues, more and more consumers are turning to anti-consumption by reducing, rejecting, or avoiding consumption. Covering the intersection of sustainable consumption and anti-consumption, previous studies relied on socio-cognitive models to explain this decision. In order to extend their findings, we consider the moral and emotional perspectives to examine reducing consumption for environmental reasons in a particular context, i.e. air travel. It is against this backdrop that we propose a conceptual model that includes (...) moral foundations as the main antecedent, followed by anticipated guilt and personal responsibility, while intention to reduce consumption (i.e. air travel) for environmental reasons, positive word of mouth about reducing air travel (WOM) and environmental activism represent the outcomes. The proposed model is tested on a sample of 511 respondents from a UK online consumer panel. Our results confirm the importance of moral foundations, anticipated guilt and personal responsibility and their interplay in the prediction of intention to reduce consumption for environmental reasons. Anticipated guilt influences WOM, while personal responsibility influences activism. In addition, intentions to reduce consumption for environmental reasons have a positive impact on WOM and environmental activism. There are several implications for public policy makers and NGOs that fight against climate change that derive from these findings, as well as research opportunities for academics interested in this topic. (shrink)

This paper aims to explore challenges of the Aristotelian friendship (philia) in multicultural society and in the specific industrial and organizational contexts. Data was collected from forty-eight participant interviews with managers and employees of four mining companies in Indonesia with twelve informants from each company, both management and employees. The paper found that the virtue of friendship within the mining companies has several drawbacks when an imbalance of power exists between managers and employees. This paper suggests that to understand virtue (...) of friendship in a multi-ethnic and multicultural context, it is essential to ground the conceptual framework in both Aristotle’s views and specific cultural sensitivities, as only then can the full story be grasped. Thus, this paper contributes to bring insights into an under-explored, complex and, at times, paradoxical context, explaining that Aristotelian virtue ethics encounters cultural aspects and a specific context of human relationships which make challenges for business organizations to be virtuous. More importantly, this paper also paves the path towards further discussions and studies on virtue ethics to set a conceptual framework in both virtue ethics and specific cultural sensitivities for business ethics. Practically, this paper provides a valuable insight for business organizations especially business leaders, human resources (HR) and corporate social responsibility (CSR) practitioners, as it offers practice on how to avoid moral lapses in their day-to-day working relationships inside the organization as well as their relationships with the community. (shrink)

The paper explores the role of marketing stories in cultivating virtue ethics in consumers. Drawing from the philosophy and storytelling tradition of the Aristotelian tragedy along with Kierkegaard’s Either/Or and Castoriadis’ insights, it is illustrated that tragic stories can be a valuable creative resource for marketing professionals who wish to promote virtue ethics in the marketplace. To achieve this, the paper: a) illuminates the value of virtue-oriented stories in marketing; b) critically examines the value of existing brand stories; c) proposes (...) an alternative brand storytelling orientation, based on the tradition of tragedy, which fosters virtue ethics; d) offers a framework and guidelines to brand executives who want to craft tragic brand stories. (shrink)

Purpose The purpose of the study is to probe millennials on their perceptions towards consumer ethics and to generate new insights in the realm of consumer behaviour. Millennials constitute a big fraction of the total consumer base with immense buying power. Therefore, the exploration of the ethical perspective of millennials is of vital importance for organizations. Design/methodology/approach The study applies a grounded theory approach to explore the subjective experiences of consumers and draws insights from the data following an interpretivist epistemology. (...) Findings The findings revealed five prominent themes that throw light on the consumer’s ethical orientations. The findings extend Hunt Vettel’s theoretical framework and ethical relativism. Research limitations/implications This research is limited by the small sample of millennials studied. Practical implications The paper advances the Hunt Vittel theoretical framework of ethics and provides insights into the deontological and teleological evaluations of millennials while making ethical decisions. The study adds to the existing research on millennials materialism and ethical orientation. The organizations get an insight into the ethical perceptions of millennials. The findings reinforce the consumer’s perceived importance of adoption of green practices by the organizations. The organization’s investment in green practices precipitate a favourable image of the organization among the millennials. Originality/value Literature in ethics is replete with studies adopting positivist methodologies. This paper is unique as it shuns the methodological bias and adopts a grounded theory approach to study new age digitally savvy millennial consumers. (shrink)

The debate around ethical consumption is often characterised by discussion of its numerous failures arising from complexity in perceived trade-offs. In response, this paper advances a pragmatist understanding of the role and nature of trade-offs in ethical consumption. In doing so, it draws on the central roles of values and value in consumption and pragmatist philosophical thought, and proposes a critique of the ethical consumer as rational maximiser and the cognitive and utilitarian discourse of individual trade-offs to understand how sustainable (...) consumption practices are established and maintained. An in-depth qualitative study is conducted employing phenomenological interviews and hermeneutic analysis to explore the consumption stories of a group of ethically minded consumers. The research uncovers the location of value within a fluid, yet habitual, plurality of patterns, preferences, morals, identities and relationships. Its contribution is to propose that consumer perception of value in moral judgements is represented by an overall form of aggregate personal advantage, which lacks conscious reflection and delivers a phenomenological form of value rooted in habits, reflecting a pragmatist representation of value unified as a ‘consummatory experience’. (shrink)

This paper explores sustainable fashion choices from a Stoic philosophical perspective. Ancient Stoic teachings can help us reexamine our relationship with clothes in the 21st century and provide direction for the considerable number of people that are influenced by contemporary Stoicism. Stoicism provides a clear justification for sustainable living, given its call to live in harmony with Nature. Given the environmental facts, contemporary Stoics would do well to reduce the size of their wardrobe to what is necessary and functional. They (...) should mindfully select clothing made of organic natural fibers, which are of sufficient quality as to reduce wasteful practices. (shrink)

ABSTRACT:Alasdair MacIntyre’sAfter Virtuehas made a significant impact within business ethics. This impact has centered upon applications of the virtues-goods-practices-institutions schema (Moore & Beadle, 2006). In this article, I develop an extension of the practices-institutions schema (Moore, 2017), drawing upon MacIntyre’s later text,Dependent Rational Animals. Two key concepts drawn from this text are “networks of giving and receiving” and “the virtues of acknowledged dependence.” Networks of giving and receiving are non-calculative relationships that enable participants to cope with vulnerability. These relationships are (...) sustained by the virtues of acknowledged dependence, including just generosity,misericordia,and beneficence, virtues that direct participants to treat the needs of others as reasons for action. Drawing upon research in social network theory, I develop an example illustrating the application of these concepts within an organizational and interorganizational context. I then suggest a number of applications and research questions related to this extension of the practices-institutions schema. (shrink)

The fashion industry needs to become more circular, given the unsustainable levels of waste it produces. Our research empirically explores and theoretically develops how adopting a virtue ethics approach can encourage and support second-hand clothing consumption as a form of reuse and a way of practicing sustainability. Based on ethnographic interviews with consumers who shop in UK charity shops, our grounded theory study focuses on how consumers experience second-hand clothing consumption as constitutive of sources of (in)action that encourage or inhibit (...) virtuous, sustainable behaviour. We find that pleasure and/or shame or guilt (pain) are key to enabling virtuous moral decision-making towards reuse and sustainability. We furthermore argue that seduction and conversion, hand in hand with pleasure, act as levers supporting such moral decision-making, mitigating aversions and wayward desires that obstruct good moral intentions to consume second-hand clothing. By engaging empirically with moral decision-making, our research theoretically advances scholarship on virtue ethics and second-hand clothing consumption, whilst contributing to an ethically informed vision of the circular economy. We conclude with implications for charity retail practices in support of circularity and sustainability informed by a virtue ethics perspective, as well as suggestions for future research. (shrink)

The terminology employed to explore consumption ethics, the counterpart to business ethics, is increasingly varied not least because consumption has become a central discourse and area of investigation across disciplines. Rather than assuming interchangeability, we argue that these differences signify divergent understandings and contextual nuances and should, therefore, inform future writing and understanding in this area. Accordingly, this article advances consumer ethics scholarship through a systematic review of the current literature that identifies key areas of convergence and contradiction. We then (...) present the articles in this Journal of Business Ethics Symposium and analyse how these articles fit within the interdisciplinary themes. Subsequently, we develop a transdisciplinary theoretical framework that encapsulates the complexity and contextual nature of consumption ethics. We conclude by outlining how genuinely transdisciplinary research into the intersection of ethics with consumption may develop. (shrink)

This paper argues that a proper evaluation of the notion of efficiency in business ethics requires that we separate efficiency qua human good from the originally value-neutral sense of the term. The adverse consequences of hyper-efficiency consist in paradoxically causing greater inefficiencies (‘perversity’) as well as a negative impact on the human capacities to pursue various forms of excellence (‘jeopardy’). In contrast to its negative consequences, the precious good of efficiency can be formulated in terms of Alasdair MacIntyre’s influential practice-institution (...) framework. The paper proposes that efficiency be defined in terms of the kind of success towards which it aims; while it never quite reaches the status of an internal good, efficiency fluctuates between being an external good proper and what we call a paradoxical good, with attributes of both internal and external goods. The archetype of a paradoxical good is the good of success qua victory in the domain of sports, which shares attributes of internal goods (since it is defined as a necessary and desirable goal by the practice itself) and external goods (since victory for one implies the defeat of another, a zero-sum logic). The paper fleshes out the consequences of this paradox in MacIntyre’s framework by proposing a three-stage model of success and efficiency for various practices. (shrink)