Towards conceptualizing ethical decision-making model in marketing: A religious–humanistic approach with special reference to ethical philosophy in Islam

PurposeThis paper aims to present a synthesized conceptual model for ethical decision-making in marketing that accommodates both humanistic and religious aspects.Design/methodology/approachA religious–humanistic approach is adopted on synthesizing. “Ferrell and Gresham’s (1985) contingency framework for ethical decision-making in marketing” and “Al-Ghazali’s ethical philosophy” are considered to be the theoretical base for the synthesized model.FindingsAl-Ghazali’s ethical philosophy that stands for the religious dimension in this study was found appropriate for incorporating into the Ferrell and Gresham contingency framework for ethical decision-making in marketing. The approach (religious-humanistic) adopted for synthesizing the two aspects into one model was justified accordingly.Research limitations/implicationsA newly synthesized model is only conceptually validated. Statistical validity is required based on the variables included in the conceptual model. Future studies are recommended to attain the model fit.Practical implicationsThe scale and model developed in the study should help the marketing-department authorities to assess and evaluate ethical aspects of existing individuals in the organization and potential candidates under the selection stage for employment. The research output derived by way of using the newly synthesized conceptual model should be able to pave the way for more in-depth research on actual ethical practices of “marketing practitioners” in the organization. To some extent, understanding of ethical standing of employees should help in improving efficiency and reduce costs from unethical behaviour. This should be able to improve governance from the top- to the lower-level management.Originality/valueTo the best of the authors’ knowledge, no literature has conceptualized a model that accommodates both materialistic and religious aspects into a single model to explain ethical decision-making of individuals in organizations. This is an initial and a humble attempt to conceptualize a model that incorporates ethical philosophy in Islam, with special reference to Al-Ghazali’s ethical philosophy.