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Abstract

This paper advocates for prioritising Buddhist-inspired societal and individual well-being in marketing research and practice, using the Noble Eightfold Path as a guiding framework. The Noble Eightfold Path – Right View, Right Intention, Right Speech, Right Action, Right Livelihood, Right Effort, Right Mindfulness and Right Concentration – offers an ethical and psychological foundation that enables marketers to transcend traditional practices to promote individual well-being and collective social goods. We present a research agenda incorporating Buddhist ethics into marketing scholarship and practice, focusing on understanding, appreciating and cultivating the welfare of all beings and the natural world.

Keywords

Buddhist psychology the Noble Eightfold Path consumer psychology individual well-being societal well-being responsible marketing

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Buddhist-inspired Societal and Individual Well-being as a New Frontier in Research Priorities

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