Marketing‐driven consumer culture is often indicted in the degradation of the ecosphere. Futurists envision an ecological crisis in the new millennium. Marketing and consumer research can be enlisted in the aversion of this crisis. Political and philosophical regimes of environmental...

Purpose – The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach. Design/methodology/approach – The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives....