Deontological point of morality assumes a different bearing from that of utilitarianism. While the former considers the means, the latter focuses on the end. Kant’s deontology “ focuses on the duties and obligations one has in carrying out actions rather than on the consequences of those actions ” (Mosser, 2014, Chapter 6) which are the actions themselves as the vehicle of concluding whether the conclusion will be pleasant or unpleasant. Utilitarianism, on the other hand, holds that an action is morally good if and only if it has an objective to “maximize pleasure and reduce pain” or if “ the consequences of that action are more favorable than unfavorable to everyone ” (Postigo, 2015, p. 7; Fieser, 2015, p. 16). This position focuses on the results of an action to justify the morality of the action itself.
According to the position assumed by the theory, the Starbuck's response to the farmers’ dilemma is supposed to bring happiness or pleasure to all people involved. In that case, the farmers, consumers, as well as Starbucks should be able to benefit from the action. By offering the farmers extra payments, the company is assured of receiving quality products, the farmers can stay in the market, the consumers have their products to purchase, and the environment is sustained while everyone benefits. Despite the correct contextual application, you did not provide a clear cut analysis of how utilitarianism is revealed in the case provided. Instead, your reverted to history that is a burden to the question at hand; responding in context to the provided case would be sufficient.
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I would like to point out that deontology will disprove such a practice. The company’s actions have a localized impact on the farmers and consumers that consume its products. If every other company engaged in coffee business had done the same and if it was made the common practice then market prices will be imbalanced; the market will fail to clear itself and modify the prices which may result in inflation and other complications (Levin, 2006). Therefore, following the concept of capitalism, which encourages competition through the exit and entrance of weaker and stronger competitors respectively, the company should allow the market to follow its course. In the end, the producers will operate within the acceptable rates, and prices will be balanced.
References
Fieser, J. (2015). Introduction to Business Ethics (Second Edition ed.). [Adobe Digital Version]. Retrieved from file:///C:/Users/eborja/Desktop/PHI%20445/01CH_Fieser_Ethics_2e.pdf
Levin, J. (2006). General Equilibrium. San Francisco.
Mosser, K. (2014). Understanding Philosophy. [Adobe Digital Edition version]. Retrieved from https://content.ashford.edu/books/AUPHI208.14.2/sections/sec6.1
Postigo, G. Z. (2015). The Moral Good in Three Traditional Ethical Theories.
