Wine marketing: modelling the ethics of the wine industry using qualitative data

Purpose – To propose a model for ethical behaviour based on product, production and marketing methods, and to make use of qualitative data relating to a specific product in order to test its validity. This model is termed the Ethical Cube. Design/methodology/approach – The model was developed as a result of early examination of ethical practices. It was then tested using publicly available examples of marketing, production and product information concerning the wine industry. Findings – The model was found to be effective, if basic. Proposals for improvements and extensions are put forward. Research limitations/implications – The examples used are largely those that are in the public domain. Facets of a product are classed as ethical or unethical according to the number of reported examples in each area of study – with a special emphasis on production and marketing. Practical implications – This can provide a standard framework for assessing the ethicality of any product. Originality/value – This paper is of value to researchers and marketing practitioners seeking to evaluate the public impressions of a specific product.