Quality-of-Life (QOL) Marketing: Proposed Antecedents and Consequences

Dong Jin Lee, M. Joseph Sirgy

Research output: Contribution to journalArticlepeer-review

129 Citations (Scopus)


This article builds on a program of research in quality-of-life (QOL) marketing by reviewing the research literature dealing with this construct and proposing a set of antecedents and consequences of that construct. QOL marketing is defined as marketing practice designed to enhance the well-being of customers while preserving the well-being of the firm's other stakeholders. The authors refer to the dimension pertaining to the enhancement of customer well-being as the beneficence component of QOL marketing, while the preservation of the well-being of the firm's other stakeholders is referred to as the nonmaleficence component. The authors propose that the consequences of marketing beneficence and nonmaleficence are high levels of customer well-being, customer trust and commitment, and positive corporate image and company goodwill. They also propose that the beneficent and nonmaleficent components of QOL marketing are influenced by a set of environmental factors, organizational factors, and individual factors.

Original languageEnglish
Pages (from-to)44-58
Number of pages15
JournalJournal of Macromarketing
Issue number1
Publication statusPublished - 2004 Jun

All Science Journal Classification (ASJC) codes

  • Marketing


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