Broadening the Definition of Socially Responsible Marketing. (December 2022)

• Record Type: Journal Article
• Authors: Ferrell, Linda; Ferrell, O.C.
• Is Part Of: Journal of macromarketing. Volume 42:Number 4(2022)
• Page Start: 560
• Page End: 566
• Publication Date: 2022-12
• Subjects: socially responsible marketing -- normative social responsibility -- instrumental social responsibility -- environmental, social and governance (ESG) -- social responsibility definition; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1177/02761467221094570
• Languages: English
• ISSNs: 0276-1467

Abstract

Laczniak and Shultz developed a literature informed macro and normative definition of socially responsible marketing (SRM) that provides a stage for constructive engagement. The elements of the definition include: corporate citizenship, stakeholder orientation and social/ecological sustainability. While the definition is excellent, we focus on the organizational context of SRM. For a normative definition to be of value in research and practice, a micro and positive-descriptive approach is essential in implementing SRM. The Laczniak and Shultz definition provides a foundation and is not in conflict with an instrumental view of SRM. We reconcile the instrumental and normative approaches to SRM and find these perspectives to be congruent.