Literature Review on Maintaining an Ethical Business

Running head: LITERATURE REVIEW
LITERATURE REVIEW
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LITERATURE REVIEW1
Introduction:
Maintaining an ethical business is the prime motive of moat of the organizations and as
per the market report it is being extremely helpful for the organizations, to grow and gain profit.
In the following literature the ethical business of the Starbucks has been included. The
organization had initiated its business in the 1971, and since then the organization had grown
continuously. The organization had essentially included the aspect of ethicality into business and
had promised its customers to provide ethically sourced and roasted coffee products, now a
bunch of market analysts have posed the question on the factor of reliability upon their business,
by claiming the proof of the validity and reliability of their claim1. At the same time, the
researchers have claimed that there is a possibility for the customers to be not attracted to the
factor of ethicality. Therefore, the current literature will include a discussion and an
understanding upon the two following research questions.
Research Questions:
Q.1. Is a consumer really looking for ethical sourcing and if there is no substitute
product, will they stop buying the product?
Q.2. Does the Purchasing behavior of the consumers have any impact upon the
promotion and the sourcing of the ethical products?
Body:
Description of the Search Process:
The following research has been conducted by the rigorous search of Proquest, and all the
materials that have been included to conduct the discussion, are scholarly articles. The articles
1 Albaum, Gerald. 2012. "The Relationship between Psychic and Cultural Distance and Business Ethicality
Attitudinal Values of Future Business Leaders." Journal of Global Marketing 25 (2): 112-123.

LITERATURE REVIEW2
are taken from journals, dissertations, articles, books and the lie, and all of them are critically
sound and empirical in nature.
Critical Analysis of the Literature:
Whether the customers are oriented towards sustainable products is a huge question, and
a matter of debate among the market researchers. While most of the researchers claim that it is
very important for the consumer to maintain a sustainable attitude and behavior, at the same
time, a bunch of researchers are of the opinion that the customers do not mind having using a
product which is unethically made or sourced. According to Dr. Reynaldo A. Bautista, currently
there is a trend among the consumers towards using the sustainable products, and according to
the Dr. it is the production process and the delivery system which denotes the ethicality of a
product, which is also an aspect of the sustainability of the products2. According to the
researchers, the use of the green products or the recyclable items are already in the trend in the
market, but along with that, there is a sect of consumers which are also very much interested in
the ethicality of the production of the product3. Now, considering the business of Starbucks, it
can be said that ethicality is a huge factor for them which they must consider and therefore
acknowledge.
Now, before moving towards the understanding that, whether or not, the people
individuals or the consumers are oriented towards or bothered by the ethical practices of an
organization, it is important to understand the concept of ethical practices mad e and maintained
by the organizations. The ethicality refers to the fulfillments of the business objectives without
2 Scott, C., B. Hawkins, and C. Knai. 2017. "Food and Beverage Product Reformulation as a Corporate Political
Strategy." Social Science & Medicine 172: 37-45.
3 Kline, Carol, Susan L. Slocum, and Christina T. Cavaliere. 2017;2018;. Craft Beverages and Tourism, Volume 2:
Environmental, Societal, and Marketing Implications. Vol. 2. Secaucus;New York;: Palgrave Macmillan.
doi:10.1007/978-3-319-57189-8.