Ethical Consumer Behavior
ETHICAL CONSUMERS AND THE MORALISED BRANDS-CAPE
In recent decades, the role of ethical consumer goods has risen due to the changing habits and preferences of the consumers while selecting their everyday products. More and more consumers have now started to base their buying habits on ethical values and are choosing environmentally friendly products from companies that comply with labor standards, provide favourable working conditions for employees and promote fundamental human rights. (Kavaliauskė and Ubartaitė, 2014)
Though it may not seem so, ethical consumers are the invisible superheroes of the world today secretly saving the world with their little gestures. Just like a superhero, becoming an ethical consumer is not an easy process
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The marks guaranteed that what you buy is produced by people in decent conditions, and that they get a fair share of what you pay. Though initially the idea was considered to be ‘nuts’ , today there are about 250 retail fair trade products in the UK from 100 companies including coffee, tea, cocoa, snacks and biscuits, sugar, honey, fresh juice and fresh fruit. Ever since then the consumers seem to be immensely concerned about ‘the environment’ and ‘the future generations’. (Harrison, Newholm and Shaw, 2005) Ever since then the consumers have become concerned about a set of social and ethical issues including human rights, the payment of minimum wages, product disposability, whether minimum living conditions are met, sexual orientation rights, the guarantee of safe working conditions, the use of child labour in production and gender, religious and racial …show more content…
(Žnideršić, 2013)
It is believed that apart from environmental and social concerns, the globalisation of markets, rise of campaign, pressure groups, social and environmental threats due to technological advancement and shift in the market power from producers to consumers are the main factors affecting the growth of ethical consumption.
Further, according to Harrison, Newholm & Shaw , there are about seven complex factors, more or less correlated influencing the increase of ethical consumption worldwide -
Globalisation of the markets and the weakening of national governments - ever since the second half of the twentieth century, the ability of national governments to regulate company behaviour has weakened which has led to a rapid globalisation of markets and supranational institutions including WTO,EU,NAFTA
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