Association of Marketing Theory and Practice Proceedings 2011


Moral Foundation Theory and Sustainable Marketing: An Approach to Research

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



In this research, we examined hypothetical sustainable projects in the context of Jonathan Haidt's Moral Foundations Theory. We examined whether respondents responses could be predicted based on from this theory based on their self-described political orientations. We analyzed 200 responses to an electronically distributed survey questionnaire. The results suggest that Moral Foundations Theory has many implications for marketing. We also found potentially more parsimonious approaches to gathering data related to marketing and Moral Foundations Theory.

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Digital Commons@Georgia Southern License

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