Utilitarianism, Deontology, and Virtue Ethics: Case Study: Starbucks
Introduction
Virtue ethics, deontology and utilitarianism, are three normative tactics to ethics. This paper aims at examining the similarities and differences of deontological, utilitarianism, and virtue theory principles. It will go over them on their application in Starbucks. It will incorporate data of the differences in how each of the above tenets’ details morality, ethics, in addition to discussing the correlation between moral, values, and virtue perceptions as they relate to one among the three theories.
Utilitarianism emphasizes on the significances. Additionally, it suggests that decisions should be made based on the happiness of the majority. In other words, the process of decision-making should ensure satisfaction to the most significant number of people (Zwitter, 2019). Deontology is explained as an activity that is correct only if it is aligned with a moral principle or rule. On the other hand, virtue theory puts more emphasis on the character individualities instead of the consequences or regulations.
Characteristics of Virtue Theory
This theory gets characterized by its dwelling on an individual rather than one’s actions. That is to mean, it focuses on the moral character or virtue character of an individual indulging in ana activity. Moreover, it gets affiliated with dealing with the rightness or wrongness of an individual. By so doing it is able to provide guidance to an individual based on one’s character and behavior.
Characteristics of Utilitarian Theory
This theory gets characterized by the fact it focuses on the notion that individuals should focus on an act that bears the best consequences or results for them. Moreover, it champions for the notion one should maximumly utilize available utilities for themselves. That is to mean, when a certain utility, for example a company holding a specific market niche, it should maximumly utilize that opportunity and earn the most from the same.
Characteristics of Deontological Theory
This theory gets characterized by its focus on the characteristics of an action rather than the product of the action. That is to mean, it encompasses the notion that some actions are morally right regardless of their outcomes. Moreover, it is characterized by its ability to exhibit the relationship between duty and morality. That is to mean, it encourages one to focus on their duty and not the morality of the actions encompassed in their duty.
Utilitarianism and Starbucks
Utilitarianism functions with the aim of providing a practical answer to questions that require an individual to state their action and how it can best provide a reliable and effective solution. Starbucks is one of the most renown coffee corporations in America and the world associated with successful coffeehouse chains. It has over 29,000 functioning locations in the world which all affect its public image. In regards to the usefulness of public image and public relation, the company is known to uphold the theory of Utilitarianism so that its dealings and actions cannot affect its productivity and functioning ordeals.
In 2006, many people criticized Starbucks across the globe for not helping coffee farmers in developing countries. The United States coffee giant was accused of blocking Ethiopia concerning the sale of its coffee beans (Cohen, 2017). That perceived move denied coffee growers in the Horn of African country probable income of more than 94.22 million dollars. If Ethiopia, which is ranked among the poorest countries in Africa, were prosperous in that deal, it would have allowed control of coffee usage in the market. As a result, this would have earned the coffee growers a substantial amount of money, thus improving their lifestyle.
On the other hand, the United States coffee giant denied being behind, blocking the coffee growers from getting a trademark that would have resulted in significant changes in their ways of living. Utilitarian asserts that the process of decision-making should be done according to the happiness of the majority. Additionally, the proponents of the theories put more emphasis on significance. In the case of Starbuck, the management did not make its decision in line with the approach. It went against what the majority would have wished. Critics across the globe faced the United States coffee giant after news spread that it had blocked Ethiopia from getting a trademark that would have seen the coffee farmers control the retail market. The company was criticized for not doing enough to help coffee farmers in third-world countries.
References
Cohen, E. (2017). Employee training and development. In CSR for HR (pp. 153-162). Routledge.
Starbucks social responsibility video (Links to an external site.) [Video file]. Retrieved from https://youtu.be/Nly_OdvORQY
Zwitter, M. (2019). Ethical Theories. In Medical Ethics in Clinical Practice (pp. 15-22). Springer, Cham.
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