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Contemporary marketing systems are facing increasing ecological constraints, active stakeholder pressures, and increasing imperatives for institutional accountability. Despite this, the dominant market logics remain heavily focused on short-term performance and profit maximization, hindering their ability to maintain legitimacy and societal trust. This article constructs a macromarketing framework centered on virtue, redefining sustainable marketing as a strategic and ethical institution integrated into democratic systems. It is grounded in the normative foundations of prudence (phronesis), justice, and integrity, which are incorporated into the Triple Bottom Line (TBL) perspective, societal marketing theory, and Aristotelian virtue ethics to ensure institutional alignment between market activity and collective welfare. The model proposed posits a series of ideas that link sustainable marketing approach, ethical governance strategies, and system-level value generation to human flourishing ( eudaimonia ).
Tarnanidis et al. (Mon,) studied this question.