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In Hartlieb and Jones' study, a company's ethical practices in the workplace are projected onto its products/services, making the products "ethical," resulting to the concept of ethical labeling (583).
Further into the 'trend' of promoting ethical work practices in the company, companies are also promoting their corporate image and improving their relevance to their communities by developing corporate social responsibility (CSR) programs. Secchi (2009) explored the 'cognitive side' of CSRs, and argued that CSR programs act as a "reinforcement mechanism…that, when exercised…works as a social tie between user (communities, recipients) and provider (companies)" (578).
These trends in industrial/organizational psychology are reflected in P&G's corporate practices, through its branding, corporate governance, and CSR programs. P&G's corporate governance promotes ethical work behavior by allowing its employees to have a stake in the company -- that is, P&G employees are also its stakeholders....
P&G's ethical corporate practices are reflected in its branding efforts, wherein products are marketed as having 'ethical labels,' promoting not only high quality, but also safe products. Lastly, P&G's "Children's Safe Drinking Water" program helps promote the company's expertise in formulating new products, only this time, the effort is done for the company's CSR program, promoting health and eradicating hunger primarily among children in African communities (www.pg.com).
References
Hartlieb, S. And B. Jones. (2009). "Humanising business through ethical labelling: Progress and paradoxes in the UK." Journal of Business Ethics, Vol. 88.
Pastorizo, D., M. Arino, and J. Ricart. (2009). "Creating an Ethical Work Context: A pathway to generate social capital in the firm." Journal of Business Ethics, Vol. 88.
Secchi, D. (2009). "The cognitive side of social responsibility." Journal of Business Ethics, Vol. 88.
Procter & Gamble official website: www.pg.com.
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