So far, we have focused on how do markets lead or not to a moral behavior, since multiple social experiments have been realized and results differ between them. Nevertheless, I´ve been thinking on how does morality affect market relations.
In this respect, we observe that firms and organizations recognize and respond to morally based behaviors of individuals. For instance some of them may agree to give a certain percentage of their revenues to a worthy case, or maybe some enterprises won’t do business with suppliers unless they certify their complice with certain standards such as child labor or environmental regulation. In recent years, customers and investors have recognised and awarded firms which business strategy is consistent with moral values. It wouldn’t be easy to recognize if these strategies are aimed at marketing causes or if firms actions are trully consistent with their own core values. I consider more likely that firms support this moral causes in the hopes that buyers who share those beliefs will get their products. Nonetheless, what I wanted to emphasize is the idea that firms respond to expressions of morality and they might change their behavior and even their business strategy in compliance with moral values.
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