Defining Foundational Ethical Criteria for Social Marketing: A Systematic Review

Social marketing, as an interdisciplinary field, leverages marketing principles to promote societal well-being. However, the ethical complexities inherent in influencing behaviors for social good demand a rigorous framework to guide its practices. Social marketing faces unique ethical challenges compared to commercial marketing, particularly regarding its goals, justifications, and impacts on target audiences (Brenkert et al., ۲۰۰۲). Key ethical concerns include potential manipulation, deception, undermining autonomy, and fairness in targeting (Carter & Eagle et al., ۲۰۱۶). Foundational ethical criteria for social marketing encompass natural law, utilitarianism, paternalism, and distributive justice (Murphy & Bloom et al., ۲۰۱۷). This systematic review identifies and defines foundational ethical criteria for social marketing by synthesizing ۵۰ peer-reviewed studies published between ۲۰۲۰ and ۲۰۲۴, to extract the most frequent criteria, the researchers were concerned about. The extracted themes presented ۵ more frequent criteria as: autonomy, beneficence, equity, transparency, and cultural inclusivity. The analysis highlights ethical challenges and offers a comprehensive framework for authorities and researchers.

کلیدواژه ها:

social marketing ethics ، systematic review ، ethical criteria ، autonomy ، beneficence ، cultural sensitivity ، transparency ، justice