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Ethical Consumerism: A Case Study

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Recommended: Literature review of ethical consumerism

It is noticed that the concept of ethical consumption is gaining awareness in the recent because consumers are moving towards the purchase of organic products. Many of the ethical consumers are making use of their own private consumption heavier in order to influence the social issues. the ethical products comprises of different aspects such as fair price, product safety, impact of product on environment, discrimination and others due to which the brand choice is impacted. The aim of this paper is to evaluate the concept of ethical consumerism along with the attitudes and behavior of consumers towards the ethical consumption. In order to elaborate this context, the theoretical background, benefits, barriers, and influences on ethical consumption …show more content…

While on the other hand, Bray et al (2011) defined ethical consumerism as the type of consumer activism or the responsibility of the consumer to take decision at the time of purchasing goods and services. It is noticed that ethical consumerism has evolved from previous movements of consumerism. This depicts the fact that in the recent era the concept of ethical consumption is increasing immensely as people are considering their duty towards society. Carrington et al (2014) argued that the main essence of ethical consumption is the deliberate and conscious decision of the buyer to purchase particular products the decision of which is based on the personal values and beliefs of consumers. The concept of ethical consumerism is focused around the fact that harm is not provided to the environment due to the product of the brand (Hall, 2013; Eckhardt, et al., …show more content…

The researches show that ethical consumerism is focused on modeling ethical consumer behavior depending on the current models of attitude and behavior. It is analyzed from the study of Johnston et al (2011) that the model that is used frequently is Theory of Planned Behavior because it is the theory of attitude and behavior relationships. This theory provides explanation related to behavior, subjective norms, attitudes, perceived behavioral control, and behavior in permanent fundamental arrangement, and behavioral intentions. Bray et al (2011) stated that a measure related to the ethical obligation or personal moral must be added to the traditional theory of planned behavior. This is because this theory has been modified in to provide the basis for

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