The document provides instructions for students to write two 200-word replies to fellow classmates' posts that discuss different ethical theories in relation to a case study on Starbucks. One reply must identify the notions of moral good in deontology and utilitarianism and compare them in relation to a post. The second reply must do the same but with virtue ethics. Replies must focus on whether the ethical theories were identified and applied well and include citations in APA format.

1. Requirements for Replies to Other Threads:
At least two of the four posts required should be in the form of
replies to fellow classmates in threads other than your own.
Each of your replies should be at least 200 words and informed
by the course material
. As such, the replies must have citations and references in APA
notation. Your list of references for each reply should include
all of the course material that has informed your reply, in
addition to any research that you have obtained on your own.
One of your replies should identify the notion of the moral good
in deontology
and compare that to the account of utilitarianism in Starbucks
presented in your fellow student’s post. Analyze how these
different notions of the moral good lead to different approaches
with regard to how to address the problem even if, ultimately,
the result turns out to be the same or similar.
In your second reply, you should identify the notion of the
moral good in virtue ethics
and compare and discuss that to the account of utilitarianism in
Starbucks presented in your fellow student’s post. Analyze how
these different notions of the moral good lead to different
approaches with regard to how to address the problem even if,
ultimately, the result turns out to be the same or similar.
Your replies should focus on the specific examination presented
by your fellow student and should include an examination of
whether or not the characteristics of the ethical theory were
identified well, and whether or not their application and
analysis were also carried out successfully. Providing such an
examination is not an attack on your fellow student but an
attempt to work together with your fellow student toward the
better understanding of the ethical theories employed, as well as
their application.;
Below is the responnse that needs a 200 word reply following
the instructions above

2. Class,
What is morality? Morality can be defined as the principles
concerning whether an action is right or wrong, or, good or bad.
It is important to note that, morality can be socially or even
culturally objective. For example, many Americans view
abortion as a difficult decision that must be made by an
expecting mother for the better good of her life and the
potential life of her baby, yet others see abortion as illegally
murdering an unborn child. On another hand, China’s views on
abortion are on the complete opposite side of the spectrum. It is
not until recently that China abandoned its One Child Policy
(Jian, 2013).
When discussing the moral good of one’s decisions philosophers
utilize three main ethical theories to assess a choice or action.
These ethical theories are; John Stuart Mill’s Utilitarianism,
Immanuel Kant’s Deontology, and Aristotle’s Virtue Ethics.
Although many times these theories may come to the same
conclusion, they arrive there by in different paths.
Aristotle’s theory of Virtue Ethics revolves around
building habits of good behavior that we develop through
practice (Fisher, 2015). With Virtue Ethics, you should strive to
live at the Golden Mean. In other words, we should ensure that
our actions or behaviors are not at the extreme of excess or
deficiencies, that they simply fall somewhere near the middle.
The Deontology theory revolves around one’s moral
duty. Kant’s theory insists that we should never treat people as
a tool that we utilize for our own benefit. People should be
treated as beings that have value in and of themselves (Fisher,
2015).
Utilitarianism by John Stuart Mill is a theory that
ensures the greatest amount of good for the greatest number of
people. In this theory, the most morally correct answer to a
problem or dilemma is the outcome that brings the greatest
happiness to the largest group. With this said, the morally
correct choice may not be good for one or some and could have

3. very severe consequences for the minority.
One ethical dilemma faced by the Starbucks
Corporation that I would like to discuss is the rising price
associated with ethically sourced coffee beans. Although I do
not believe this is morally just, if we are to only utilize the
Utilitarianism Ethical Theory to decide what the Starbucks
Corporation should do in this situation then we must first
review the facts; 22,000 stores in 66 different countries,
30,000,000 customers a week, 7,000 hand crafted beverage
and/or food offerings to customers every minute of everyday
(Starbucks, 2015). If we are to only evaluate what is good for
the greatest number of people we could conclude that serving
the same product for less would provide the greatest good for
the greatest number of people.
If Starbucks were to remove itself from the many
extremely expensive extra programs that it is a leader of within
the coffee production business worldwide, then the overhead
costs for the coffee they purchase would be greatly reduced.
This could translate into reduced prices at the cash register and
subsequently affect more people in a positive manner, providing
a greater utility to many more customers than coffee farmers
worldwide.
Reference:
Fieser, J. (2015).
Introduction to business ethics
. Retrieved from
https://content.ashford.edu/
Jian, M. (May 21, 2013). China’s Brutal One-Child Policy.
Retrieved from:
http://www.nytimes.com/2013/05/22/opinion/chinas-brutal-one-
child-policy.html?_r=0
Starbucks. (2015). Starbucks Financial Performance. Retrieved
from:
https://news.starbucks.com/news/starbucks-2015-annual-
meeting-of-shareholders

4. 2nd response following instructions listed above
Virtue ethics
Virtue ethics, “is the view that morality is grounded in the
virtuous character traits that people acquire.” (Fieser, 2015)
Virtue is like a behavior/ skill that can be practiced and learned.
This is about our actions and the exercise of moderation relating
to our actions. The idea is that finding a middle ground between
extremes delivers us to virtue.
Characteristics:
The virtue of temperance is to enjoy lots of things in moderate
amounts, without overindulging on the one hand, or completely
not living on the other.
The virtue of courage is to respect the dangers present whilst
overcoming fears when appropriate.
Deontology
Deontology, is also known as duty theory. “The idea behind
duty theory is that we are all born with basic moral principles or
guidelines embedded in us, and we use these to judge the
morality of people’s actions.” (Fieser, 2015)
Characteristics:
One approach is that we have a “long catalog of instinctive
obligations (Fieser, 2015.) These are a basic, moral values that
act as a universal guide to tell us instinctively right from wrong.
The second approach is referred to as the golden rule, a single
guiding principle, “I should do to others what I would want
them to do to me.”
Utilitarianism

5. An action is morally right if the consequences of that action are
more favorable than unfavorable to everyone;
there is an emphasis on the
consequences
of our actions to guide our moral judgements.
Characteristics:
“Cost-benefit analysis is the distinguishing feature of the moral
theory of
utilitarianism
.”(Fieser, 2015.) This means that if the consequences of
something are better than if that something didn’t happen. In
other words, weighing the good against the bad regarding the
consequences of an action.
Another element is that there is a focus on the benefits felt by
all, the good consequences for everyone, “the greatest
good
for
the
greatest
number
of
people.
“(Fieser, 2015.)
Starbucks.
An ethical problem confronted by Starbucks.
A large number of coffee farmers are going out of business,
more so than they have seen before. It is not just a problem for

6. the farmers but it is a social problem that stems from over
production. Brazil, Vietnam are examples of this. This problem
affects farmers globally – consequences of supply and demand
across the industry have been extreme.
Buying Practices –coffee and farmer equity practices that help
build a sustainable long-term business model for the farmers.
Sustainable way to buy coffee in the future. They worked with
NGO’S to come up with a plan that was socially responsible and
environmentally responsible. It involves Starbucks paying a fair
price for the coffee, economic transparency meaning that
Starbucks pay a premium to ensure that the farmers, are paid
and that they know what they are paid in a fair way. They
demonstrate social responsibility by ensuring the farmer and
pickers are paid fairly, fed and have access to healthcare also.
Environmentally, they are ensuring that trees are not cut down
for the farming, that streams and waste water are separated, that
chemicals are not used. The outcome is that they establish and
maintain a fair and sustainable business model for the farmers
and across the industry. Profitability and social responsibility
work together in Starbucks eyes.
Apply / analyze the characteristics of utilitarianism that you
identified for this discussion in the attempt to solve this
problem.
“Cost-benefit analysis is the distinguishing feature of the moral
theory of
utilitarianism
.”(Fieser, 2015.) This means that if the consequences of
something are better than if that something didn’t happen. In
other words, weighing the good against the bad regarding the
consequences of an action.

7. By applying this characteristic of Utilitarianism, Starbucks have
weighed the cost-benefit analysis of this situation. In doing so
they can see that the coffee industry is in a crisis and that the
consequences of their action are better than no action. Here they
seem to be focusing on the long-term economic advantages to
theory plan and accepting a short- term loss to pay the premium
prices and to help get these farmers set up in a sustainable
manner.
Secondly, there is a focus on the benefits felt by all, the good
consequences for everyone, meaning “the greatest
good
for
the
greatest
number
of
people.
” (Fieser, 2015.) In this situation, Starbucks are looking at the
whole coffee industry, recognizing the crisis, recognizing their
part in the wider ethical problem and ultimately looking to help
the greatest number of people.
Fieser, J. (2015).
Introduction to business ethics
[Electronic version]. Retrieved from
https://content.ashford.edu/
Tabberer, C. [ProfTab @ OkWU]. (2010, May 5).
Starbucks social responsibility video
[Video file]. Retrieved from https://youtu.be/Nly_OdvORQY