Macro-systems role of marketing: Do we trade environment for welfare?
journal contributionposted on 11.08.2020, 01:01 by Djavlonbek Kadirov
The purpose of this research is to advance understanding of the macro-systems role of marketing. The author augments the equivocal principle of marketing (EPM) with the hypothesis that marketing has a negative indirect impact on societal welfare. The estimation of a structural error correction model in the context of the U.S. marketing system confirms that there exists a negative long-run relationship between environmental entropy and sustainable welfare with marketing positively associated with environmental entropy. This fact invalidates the assumptions behind the trade-off conjecture, which could only be supported if one is willing to accept the economic welfare myth. © SAGE Publications 2011.
Preferred citationKadirov, D. (2011). Macro-systems role of marketing: Do we trade environment for welfare? Journal of Macromarketing, 31(4), 359-375. https://doi.org/10.1177/0276146711409944
Journal titleJournal of Macromarketing
Online publication date23/05/2011
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macromarketingmacro-systems impacttrade-off conjecturesocietal welfareeconomic welfaresustainable welfareenvironmental entropytime-series modelinglong-run and short-run impactsstructural error correction modelSocial SciencesBusinessBusiness & EconomicsLIFE-SATISFACTIONECONOMIC WELFAREHAPPINESSSOCIETYVALUATIONPOLLUTIONINDEXISEWGDPMarketingOther EducationHistorical Studies