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

Liem Viet Ngo et al.

Australasian Marketing Journal2025https://doi.org/10.1177/14413582251336917article
AJG 1ABDC A
Weight
0.41

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.

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https://doi.org/https://doi.org/10.1177/14413582251336917

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@article{liem2025,
  title        = {{Buddhist-inspired Societal and Individual Well-being as a New Frontier in Research Priorities}},
  author       = {Liem Viet Ngo et al.},
  journal      = {Australasian Marketing Journal},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/14413582251336917},
}

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

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.