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Virtue-Based Sustainable Marketing Systems: An Aristotelian Framework for Societal Flourishing

Research Article

Authors: Theodore Tarnanidis, Greece; Sonny Nwankwo, UK; Vijaya Kittu Manda, India; Bruno Sousa, Portugal; Nana Owusu-Frimpong, Ghana

DOI: https://doi.org/10.1177/02761467261467885

Journal Name: Journal of Macromarketing; ISSN: 0276-1467; Online ISSN: 1552-6534

Publisher: Sage Journals

Editor(s): M. Joseph Sirgy / Ben Wooliscroft

Journal Paper Link on Publisher Website

Publication Date: July 20, 2026

Pages: 17 pages

Abstract: Contemporary marketing systems are facing increasing ecological constraints, active stakeholder pressures, and increasing imperatives for institutional accountability. Despite this, the dominant market logics remain heavily focused on short-term performance and profit maximization, hindering their ability to maintain legitimacy and societal trust. This article constructs a macromarketing framework centered on virtue, redefining sustainable marketing as a strategic and ethical institution integrated into democratic systems. It is grounded in the normative foundations of prudence (phronesis), justice, and integrity, which are incorporated into the Triple Bottom Line (TBL) perspective, societal marketing theory, and Aristotelian virtue ethics to ensure institutional alignment between market activity and collective welfare. The model proposed posits a series of ideas that link sustainable marketing approach, ethical governance strategies, and system-level value generation to human flourishing (eudaimonia).

Keywords: Sustainable marketing systems, macromarketing, Triple Bottom Line, Virtue ethics, Institutional legitimacy, Stakeholder governance, Human flourishing

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Virtue-Based Sustainable Marketing Systems: An Aristotelian Framework for Societal Flourishing

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