Running a marathon is not solely a personal achievement; rather it sets an example. Because of the nature of this example, it constitutes an achievement that deserves our praise (contrary to what has recently been argued in this Journal).

Drawing upon the theory of virtue ethics, this study builds a decision tree predictive model to explore the anticipated impact of good traits on socially responsible consumption. Using R statistical software, we generate a classification tree and cross-validate the model on two independent datasets. The results indicate that the virtuous traits of self-efficacy, courage, and self-control, as well as the personality traits of openness and conscientiousness, predict socially responsible purchase and disposal behavior. Remarkably, the largest segment of socially responsible consumers (...) in the study scored high in self-efficacy and openness. This result suggests that marketers should focus on these good traits when creating advertisements to encourage sustainable consumption. Our study contributes to enhancing knowledge about the social and psychological aspects of the sustainability movement and provides a new analytical approach to predicting socially responsible consumption. (shrink)

Should we congratulate runners who participate and finish a marathon without winning it? Although it might seem that all who muster the will to do so deserve praise, this article questions whether self-regarding virtues, such as running a marathon, deserve it.

In this paper, I argue that, despite the progress made in recent years, virtue argumentation theory still lacks a more systematic acknowledgment of other-regarding virtues. A fuller recognition of such virtues not only enriches the field of research of virtue argumentation theory in significant ways, but also allows for a richer and more intuitive view of the virtuous arguer. A fully virtuous arguer, it is argued, should care to develop both self-regarding and other-regarding virtues. He should be concerned both with (...) his own development as an arguer and with helping other arguers in that regard. (shrink)

I. In 1585, the plague came to Michel de Montaigne’s home in southwestern France. Montaigne, by then in his early fifties and in his second term as mayor of Bordeaux, escorted his family to safety...