Equilibrium of the Food Marketing System: a Debate of an Ethical Consumption Performance Based on Alternative Hedonism

Abstract

Discussions about the impacts of marketing systems on society have been strongly encouraged in the field of macromarketing. However, these studies have focused on analyzing human and organizational actors, neglecting, to a large extent, the impacts of practices of marketing systems on other non-human stakeholders, such as those associated with or materialized in the form of a product. This article debates the material basis of the product of animal origin based on the concepts of justice, stakeholder theory, and externalities. An argument was developed attributing the status of a moral agent to the animals used to make products and focusing on this debate, arguing for the establishment of a consumption pattern that morally considers animals. This was made feasible by new alternatives for food performances exemplified by the conduct of vegetarian and vegan consumers.