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Ethical consumers in search of markets

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  • Peter Wheale
  • David Hinton

Abstract

Research in ethical consumerism has concentrated on attempts to either categorize ethical consumers or to uncover their decision‐making processes, but to‐date there have been few investigations into the key ethical drivers behind the decision‐making process. This study attempts to identify these ethical drivers within their particular product groups by means of a survey of self‐proclaimed ethical consumers distributed via a questionnaire placed in the Ethical Consumer Magazine. The findings indicate that environmental issues are ranked above human rights and animal rights/welfare issues and that the ethical consumer considers the product groups to have differential importance ranging from the food products goods group, being the most strongly associated with ethical issues, to the ‘brown goods’ group (electric goods such as stereos and TVs), which proved to be least associated with these issues. An examination of the ethical drivers within each group suggests that ethical consumers consider each product group on the basis of its bundle of ethical attributes, with differing levels of importance placed on each ethical issue within the purchase decision. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Peter Wheale & David Hinton, 2007. "Ethical consumers in search of markets," Business Strategy and the Environment, Wiley Blackwell, vol. 16(4), pages 302-315, May.
    • Handle: RePEc:bla:bstrat:v:16:y:2007:i:4:p:302-315
    DOI: 10.1002/bse.484
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    Cited by:

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    2. Elizabeth A. Bennett, 2018. "Extending ethical consumerism theory to semi-legal sectors: insights from recreational cannabis," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 35(2), pages 295-317, June.
    3. Anna Watson & Rozenn Perrigot & Olufunmilola (Lola) Dada, 2024. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 806-819, February.
    4. Tommaso Gallo & Francesco Pacchera & Chiara Cagnetti & Cecilia Silvestri, 2023. "Do Sustainable Consumers Have Sustainable Behaviors? An Empirical Study to Understand the Purchase of Food Products," Sustainability, MDPI, vol. 15(5), pages 1-21, March.
    5. Branka Dropulić & Zoran Krupka, 2020. "Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 99-113.
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    7. Pınar Basgoze, 2012. "Ethical Perceptions and Green Buying Behavior of Consumers: A Cross-National Exploratory Study," Journal of Economics and Behavioral Studies, AMH International, vol. 4(8), pages 477-488.
    8. Radu Ciobanu & Claudia-Elena Țuclea & Luciana-Floriana Holostencu & Diana-Maria Vrânceanu, 2022. "Decision-Making Factors in the Purchase of Ecologic Products," Sustainability, MDPI, vol. 14(15), pages 1-26, August.
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    10. Louis H. Amato & Christie H. Amato, 2012. "Environmental Policy, Rankings and Stock Values," Business Strategy and the Environment, Wiley Blackwell, vol. 21(5), pages 317-325, July.
    11. Vishal Kumar Laheri, 2017. "Impact of Demographic Variables for Purchase of Green Products," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(1), pages 69-76, January.
    12. Muhammad Mohiuddin & Abdullah Al Mamun & Fazal Ali Syed & Muhammad Mehedi Masud & Zhan Su, 2018. "Environmental Knowledge, Awareness, and Business School Students’ Intentions to Purchase Green Vehicles in Emerging Countries," Sustainability, MDPI, vol. 10(5), pages 1-18, May.
    13. Dongmin Kong & Shasha Liu & Yunhao Dai, 2014. "Environmental Policy, Company Environment Protection, and Stock Market Performance: Evidence from China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 21(2), pages 100-112, March.
    14. Elisabete Correia & Sara Sousa & Clara Viseu & Manuela Larguinho, 2023. "Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour," IJERPH, MDPI, vol. 20(2), pages 1-17, January.
    15. Sara Osama Hassan & Ehab Mohamed AbouAish, 2018. "The impact of strategic vs. tactical cause-related marketing on switching intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 253-314, September.
    16. Birch, Dawn & Memery, Juliet & De Silva Kanakaratne, Maheshan, 2018. "The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 221-228.
    17. Sina Nitzko & Achim Spiller, 2019. "Comparing “Leaf-to-Root”, “Nose-to-Tail” and Other Efficient Food Utilization Options from a Consumer Perspective," Sustainability, MDPI, vol. 11(17), pages 1-21, September.
    18. Max Goettsche & Tobias Steindl & Simon Gietl, 2016. "Do Customers Affect the Value Relevance of Sustainability Reporting? Empirical Evidence on Stakeholder Interdependence," Business Strategy and the Environment, Wiley Blackwell, vol. 25(3), pages 149-164, March.

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