ARISTOTELIAN ETHICS AND THE VIRTUE OF JUSTICE IN MARKET RELATIONS: THE USE OF BRANDS AS AN EXPRESSION OF THE FAIR MEAN BETWEEN PROFIT AND MORALITY

Abstract

The present study aims to analyze the possible application of Aristotelian ethics, particularly the virtue of justice, in market relations, with an emphasis on the role of the trademark as an instrument of balance between profit and morality. The objective is to understand how ethical principles such as equity, reciprocity, and proportionality can guide corporate conduct and legal regulation in promoting fair and sustainable practices within the economic environment. The methodology adopted is exclusively qualitative, based on bibliographical and documentary research, articulating Aristotle’s classical texts with contemporary scholarship in business law, competition law, and intellectual property. The results indicate that the trademark transcends its economic-commercial function, acting as an instrument of both corrective and preventive justice: by sanctioning practices deemed unfair, protecting reputation, and ensuring equity in commercial relations, the trademark translates ethical principles into operational legal norms, fostering trust and integrity in market interactions. It was also found that the balance between profit and morality, expressed through the Aristotelian doctrine of the mean, can be incorporated into corporate strategies and regulatory action, strengthening the social and ethical legitimacy of the market. The conclusion demonstrates that the virtue of justice, when applied to the economic context, enables a market in which efficiency and responsibility coexist, and that the trademark serves as both a symbol and an instrument of this balance, reaffirming that ethics and morality are essential elements for the stability, sustainability, and credibility of commercial relations.