Document Type
Article
Language
eng
Publication Date
9-2018
Publisher
SAGE Publications
Source Publication
Journal of Macromarketing
Source ISSN
0276-1467
Abstract
This theoretical commentary explores the concept of Gross National Happiness (GNH) and connects it with several central macromarketing concepts such as QoL, ethics, the common good, the purpose of market activity as well as the United Nations’ Sustainable Development Goals. The paper portrays GNH as a normative concept that captures collective well-being; it categorizes GNH, at least from the standpoint of Western moral philosophy, as most closely aligned with classical utilitarianism, and it distinguishes GNH from QoL on the basis of its predominantly aspirational and subjective orientation. It asserts that GNH can be seen as one manifestation of the common good, and, in that manner can be perceived as a ‘more ethical’ conception of the purpose of business activity. Finally, it links GNH to promising areas of Macromarketing scholarship. One essential contribution of this commentary is that it differentiates subjective community happiness from more objective measures of QoL familiar to macromarketing studies.
Recommended Citation
Laczniak, Gene R. and Santos, Nicholas J. C., "Gross National Happiness (GNH): Linkages to and Implications for Macromarketing" (2018). Marketing Faculty Research and Publications. 275.
https://epublications.marquette.edu/market_fac/275
Comments
Accepted version. Journal of Macromarketing, Vol. 38, No. 3 (September 2018) : 331-340. DOI. © 2018 SAGE Publications. Used with permission.