Given the influence of an individual’s ethical standards on their behaviors and preferences, consumption—as a behavioral phenomenon—is inherently shaped by the ethical considerations of the consumer. This raises a critical question: Can ethical frameworks serve as a strategic foundation for marketing processes within economic enterprises?
I would say YES, but first you'd have to get a significant percentage of the consumer base to adopt (i.e. not merely pay lip service to) the particular ethical system that is to be strategically deployed. Otherwise the marketing processes just default to the preference orderings of the existing status quo. Patriotism in wartime might constitute an ethical system that fits the bill as a strategic foundation for marketing processes.
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