Abstract:
Consumers face hundreds of choices each day. For most of them, the choice is automatic, many will select the cheapest option, while many others will base their decisions on the basis of habit or social nods. Each of these factors poses as hurdles to ethical consumption, and NGOs and campaigns have focused on asking consumers to change in order to overcome those hurdles. Greater understanding of how consumers become aware of ethical issues in trade and how they turn this into ethical purchase behaviour is vital to develop strategies for raising the awareness of consumers in general. Despite market research results which say that up to 90% of all consumers believe that ethical issues are a vital consideration when buying products, estimates …show more content…
Combining ethics and shopping has become a conventional concept, hence now there’s a backlash against the idea that consumers might effect change through their buying habits. This pessimism comes from the low sales of ethical brands. The argument is that if consumers cared about moral issues, the companies and brands that did the correct thing, would have a larger market share. She further goes on to say that this pessimism shouldn’t deter the ethical brands to actively pursue the moral high ground because they feel consumers don’t reward them for it. Pessimism about ethical consumerism stems from the assumption that consumers have one steady utility structure and they express that utility in their …show more content…
Individuals have a greater impact on markets and due to this fact companies are shifting their strategies to meet these increasing demands. Marketers have found new ways of thinking leading to an expansion within the marketing area. Green marketing aims to improve their communication in terms of ethically conscious products. An example of this interaction might be labelling ones product with a certified label. This guides the consumers to a more sustainable lifestyle and generates an approachable product. Consumers are at times sceptical and companies need to be aware of the fact that trust is a main concern. However, along with the concept of green marketing, businesses are sometimes confusing the consumers on their true intention, this phenomenon is called Greenwashing. This happens when companies show themselves to be greener than they actually are. Products are then marketed as sustainable whilst the fact of the matter is that is inaccurate and deceitful. The trust between business-to-consumers is damaged which can furthermore lead to boycott of the particular
Consumers face hundreds of choices each day. For most of them, the choice is automatic, many will select the cheapest option, while many others will base their decisions on the basis of habit or social nods. Each of these factors poses as hurdles to ethical consumption, and NGOs and campaigns have focused on asking consumers to change in order to overcome those hurdles. Greater understanding of how consumers become aware of ethical issues in trade and how they turn this into ethical purchase behaviour is vital to develop strategies for raising the awareness of consumers in general. Despite market research results which say that up to 90% of all consumers believe that ethical issues are a vital consideration when buying products, estimates …show more content…
Combining ethics and shopping has become a conventional concept, hence now there’s a backlash against the idea that consumers might effect change through their buying habits. This pessimism comes from the low sales of ethical brands. The argument is that if consumers cared about moral issues, the companies and brands that did the correct thing, would have a larger market share. She further goes on to say that this pessimism shouldn’t deter the ethical brands to actively pursue the moral high ground because they feel consumers don’t reward them for it. Pessimism about ethical consumerism stems from the assumption that consumers have one steady utility structure and they express that utility in their …show more content…
Individuals have a greater impact on markets and due to this fact companies are shifting their strategies to meet these increasing demands. Marketers have found new ways of thinking leading to an expansion within the marketing area. Green marketing aims to improve their communication in terms of ethically conscious products. An example of this interaction might be labelling ones product with a certified label. This guides the consumers to a more sustainable lifestyle and generates an approachable product. Consumers are at times sceptical and companies need to be aware of the fact that trust is a main concern. However, along with the concept of green marketing, businesses are sometimes confusing the consumers on their true intention, this phenomenon is called Greenwashing. This happens when companies show themselves to be greener than they actually are. Products are then marketed as sustainable whilst the fact of the matter is that is inaccurate and deceitful. The trust between business-to-consumers is damaged which can furthermore lead to boycott of the particular