Public evaluation of the ethics of tobacco marketing in Indonesia: symbiotic ethical approach
ISSN: 1352-2752
Article publication date: 9 June 2020
Issue publication date: 11 December 2020
Abstract
Purpose
This article 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 six focus groups and thirty photo elicitation interviews with a total of 71 participants.
Findings
The thematic analysis has identified six main themes, economic contribution of the tobacco industry, harmful nature of tobacco products, tobacco marketing targeting vulnerable groups, covering the danger of smoking, intention and integrity of tobacco marketers and infringement of 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.
Policy 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 instrument and the introduction of “Free from Tobacco Advertisement in 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.
Keywords
Citation
Tjandra, N.C., Aroean, L. and Prabandari, Y.S. (2020), "Public evaluation of the ethics of tobacco marketing in Indonesia: symbiotic ethical approach", Qualitative Market Research, Vol. 23 No. 4, pp. 603-626. https://doi.org/10.1108/QMR-01-2020-0011
Publisher
:Emerald Publishing Limited
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