Toward a Doctrine of Socially Responsible Marketing (SRM): A Macro and Normative-Ethical Perspective

Abstract

In this conceptual article, the authors use a macro-level analysis and normative ethical theory to delineate and to explicate a doctrine of socially responsible marketing (SRM). Applying a theory-in-formation approach, we postulate a literature-informed definition of SRM. We discuss why a macro and normative-ethical rather than a micro and positive-descriptive perspective is essential to justifying the elements of SRM. We explore and explain why the roots of an authentic doctrine of SRM can be discerned from the literatures of marketing history, corporate social responsibility, institutional economics and moral philosophy. In so doing, the mandate to engage in socially responsible marketing is shown to be anchored in a social contract. This conception offers three essential elements of SRM—corporate citizenship, stakeholder orientation and social/ecological sustainability—each of which augers a pro-social rather than instrumental-financial approach to marketing practice. We recommend a specific normative-ethical standard, embodied in distributive justice, to best evaluate SRM. We counsel adopting a macromarketing perspective of constructive engagement for those seeking responsible marketing for a better society and world. Finally, we offer a short research agenda for advancing Marketing’s embrace of SRM.

An Integrative Conceptual Framework of Food Certifications: Systematic Review, Research Agenda, and Macromarketing Implications

“…Moreover, the adoption of agreements at the supply chain level makes it possible to divide the costs of certification among the various supply chain members, increasing the economic sustainability from that of a single company. Therefore, a food company, when adopting a certification scheme, is able to implement Socially Responsible Marketing (SRM) practices (Laczniak and Shultz 2021) and generate positive effects far beyond the boundaries of the company (Mittelstaedt, Kilbourne and Mittelstaedt 2006) covering the entire food supply chain and food system.…”

“…Therefore, an increase in symmetrical information between buyers and sellers, through the adoption of certifications, improves the efficiency of the market by supporting informed consumption (Newman et al 2014). This represents a practice of socially responsible marketing (SRM), since it is controlled by an implicit social contract that requires marketing policies capable of implementing customer-oriented, proactive, and non-discretionary corporate citizenship (Laczniak and Shultz 2021). These practices assumed particular relevance due to the numerous food frauds in the international market (Spink and Moyer 2011;Charlebois et al 2016) encouraging food companies to avoid misconduct.…”

The importance of socially responsible marketing practices on the healthy food market from the perspective of students

“…They state that socially responsible marketing (SRM) is part of the broader domain of corporate social responsibility. Laczniak and Shultz (2020) suggest a normative definition of socially responsible marketing (SRM) at the theoretical core of which is the social contract, implicit understanding between the members of society and business organizations (including marketers), and its three elements: corporate citizenship, stakeholder orientation, and social/environmental sustainability. This complete definition of SRM additionally incorporates distributive justice as an important ethical measure and constructive engagement as its pragmatic compass for keeping a SRM focus.…”

“…They are often blamed for harming consumers and society with their activities. Many authors (Laczniak and Shultz, 2020;Čutura, 2018;Lončarić, 2009) have criticized Friedman' s claim that the only social responsibility of business is to maximize its profits within the law, as a dubious and counter-productive notion. Lončarić (2009) claims that managers should make marketing decisions based on the principles of ethics and social responsibility, while Stanic et al (2016) state that socially responsible business represents a business model and management style in which the profit is realized in a socially responsible manner.…”

“…Therefore, we have additionally tested whether there are statistically significant differences in perceptions of the importance of different socially responsible marketing practices depending on the respondents' gender and household income. If marketers are to create a better world through socially responsible marketing, they require a comprehensive roadmap of what that means and where it leads (Laczniak and Shultz, 2020).…”