Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach

Tjandra, Nathalia, Aroean, Lukman and Prabandari, Yayi (2020) Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach. Qualitative Market Research. ISSN 1352-2752

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Abstract

Purpose: This study aims to explore the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics. Design/methodology/approach: The present study adopted a symbiotic ethical approach, which combined normative and positive ethical approaches. The data was collected in Yogyakarta, Indonesia, from 6 focus groups and 30 photo-elicitation interviews with a total of 71 participants. Findings: Five main themes have been identified as follows: product-related, authority-related, economic-related, vulnerable-party-related and firm-behaviour-related themes. The findings reveal a profound picture of the hopes, arguments and dilemmas surrounding the five main themes, which highlight the issues of harmfulness, lenient regulation, economic reliance, vulnerability and aggressiveness. Research limitations/implications: The thematic analysis has identified six main themes, namely, the economic contribution of the tobacco industry, the harmful nature of tobacco products, tobacco marketing targeting vulnerable groups, covering the danger of smoking, intention and integrity of tobacco marketers and infringement of the law and social norms. Adopting the theoretical lens of utilitarianism, deontology, contractarianism and virtue ethics, the analysis illustrates that most participants believed that tobacco marketing practices in Indonesia are unethical. Social implications: The findings of the study were disseminated in a public engagement event to stakeholders in Yogyakarta. The findings influenced the development of no-smoking area monitoring instruments and the introduction of “free from tobacco advertisement in the no-smoking area” policy in Sleman Regency, Yogyakarta. Originality/value: Indonesia, with its lenient regulatory environment, provides a unique setting for investigating public evaluation of the ethics of tobacco marketing. This is one of the first studies that investigates public evaluation of tobacco marketing ethics in Indonesia through the theoretical lens of utilitarianism, deontology, virtue ethics and contractarianism.

Item Type: Article
Uncontrolled Keywords: tobacco marketing;,normative ethics;,symbiotic ethics;,indonesia
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Related URLs:
Depositing User: LivePure Connector
Date Deposited: 19 May 2020 00:18
Last Modified: 21 Aug 2020 00:01
URI: https://ueaeprints.uea.ac.uk/id/eprint/75172
DOI: 10.1108/QMR-01-2020-0011

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