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This study aims to explore the potential of integrating the metaverse into halal product marketing strategies, focusing on the development of ethical consumption. The metaverse, an ever-evolving, three-dimensional virtual environment, presents new prospects for fostering deep consumer engagement and personalized brand interactions.

The research method used is a mixed-method approach, revealing the qualitative aspects reinforced by quantitative analysis results.

The findings underscore that incorporating the metaverse into halal marketing holds significant promise in broadening market outreach and augmenting consumer awareness regarding halal products. The utilization of interactive virtual environments empowers consumers to immerse themselves in products, nurturing more potent emotional bonds with brands, and nurturing a deeper comprehension of the sustainability and ethics underpinning halal items.

The limitations of this study include susceptibility to external influences and ethical considerations.

In practical terms, the implementation of this research requires designing marketing campaigns equipped with metaverse components, including virtual experiences that highlight the halal production process and product journey from origin to end user. This can be realized through existing metaverse platforms or by building custom virtual settings that create unique and relevant encounters for halal consumers.

The uniqueness of this study lies in its comprehensive understanding of the potential integration of the metaverse in halal marketing − a relatively unexplored area. The study provides valuable insights for marketing practitioners and manufacturers of halal products, and guides them on how to leverage these technologies to advance ethical and sustainable consumption practices among halal consumers.

Limited research has investigated how spirit at work, functioning as a “good barrel,” fosters ethical decision-making (EDM) even in the presence of unethical managerial behavior (“bad apples”). Therefore, this study aims to investigate the spirit at work, a situational variable, as a moderating variable in the relationship between the love of money (LoM), an individual-level factor, and EDM.

A time-lagged survey of the members of the Marketing Association of Pakistan was conducted. The data were analyzed using partial least square structural equation modeling.

Adding to much of the existing research, which finds that LoM can influence ethical intention directly, this research finds that LoM influences ethical intention only through ethical judgment. Moreover, the spirit at work tempers the negative relationship between LoM and ethical judgment, thereby mitigating LoM’s detrimental effects not only on ethical judgment but also its downstream effects on ethical intention.

Organizations, by planting the seeds of spirit at work, can institutionalize good barrels, which can alleviate the negative effects of the marketing managers’ LoM, the root cause of unethical behavior. This way, this study establishes a business case for spirit at work.

The novelty of this study is the development and investigation of a holistic conceptual framework for EDM of marketing professionals that incorporates LoM as an antecedent, ethical judgment as an underlying mechanism, ethical intention as an outcome variable and spirit at work as a boundary condition.

This paper aims to develop an alternative perspective on marketing informed by service scholarship to resolve marketing’s challenges as a discipline and practice.

This paper is conceptual and builds on the ongoing debate regarding marketing’s challenges and on service research to develop a new alternative marketing perspective and model, which could contribute to reforming marketing.

An analysis of the current understanding of marketing showed that the discipline’s myopic focus on activities, which disregards what marketing is as a phenomenon, is the primary reason for the prevailing problems and failure to reform marketing. Based on research into service logic (SL), the paper demonstrates that a higher level view of service can be characterized as the provision of help to the users of goods and services to ensure that these goods and services deliver meaningful assistance in their lives and work. This suggests that the ultimate objective for marketing is to make firms meaningful to the users of their goods and services.

To the best of the author’s knowledge, since this paper is the first to conceptually develop a perspective on marketing and a corresponding model informed by service scholarship, more conceptual and empirical research is necessary. Developing the new meaningfulness-based perspective and model for marketing brings a new approach to the process of resolving marketing’s current troubled situation.

The meaningfulness approach to marketing enables customer-centered marketing strategies to be implemented. Such strategies include both demand-stimulating and demand-satisfying programs.

To the best of the author’s knowledge, this paper is the first to examine marketing’s troubled situation from a service research and SL perspective.