Utilitarianism
Utilitarianism is characterized by consequentialism and happiness. This theory has numerous features. Anything that leads to happiness is considered good. Every act that contributes to happiness of individuals has utility. The criterion of determining good and evil is balanced between the happiness of an individual and that of the society. Consequentialism holds that, an action is supposed to be judged for causing happiness to the largest number (Lazari-Radek & Singer, 2017).
Virtue Ethics
Virtue ethics focuses on individual rather than the action. One of its characteristics is that a right act is one that a person would repeat under same circumstances. Secondly, a virtuous individual always acts virtuously.
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Deontology
It focuses on what people do. One of its characteristics is that people should always do the right thing, and secondly, do it because it is the only thing supposed to be done.
An Ethical Problem Confronted by Starbucks
To alleviate the crisis of prices that has pushed many coffee farmers out of business, Starbucks confronted this problem by establishing a program called Coffee and Farmer Equity (C.A.F.É.). The organization came together with Conservation International and other NGOs to help create a way of buying coffee that was sustainable even in the future. The program ensures fair coffee prices are offered to the farmers, besides ensuring economic transparency. They approach saw farmers get premium payment for their effort, which enables them to have enough for buying food, and access quality health.
Application of Utilitarianism in Solving the Problem
Utilitarianism is applicable in the decision that Starbucks made of confronting the problem of facing farmers of poor prices. Clearly, the solution aimed at bringing happiness to the farmers, by paying them handsomely for their efforts. The approach they took is in line with consequentialism, because they aimed at ensuring the well-being and prosperity of the farmers and workers was guaranteed. In overall, their approach simply aimed at promoting the good of the society.
References
Lazari-Radek, K. & Singer, P. (2017). Utilitarianism: A Very Short Introduction. London: Oxford University Press
Starbucks Social Responsibility Video. Retrieved from https://www.youtube.com/watch?v=Nly_OdvORQY&feature=youtu.be
