The conscious consumer: Taking a flexible approach to ethical behaviour

Szmigin, Isabelle; Carrigan, Marylyn and McEachern, Morven G. (2009). The conscious consumer: Taking a flexible approach to ethical behaviour. International Journal of Consumer Studies, 33(2) pp. 224–231.

DOI: https://doi.org/10.1111/j.1470-6431.2009.00750.x

Abstract

This paper considers the ethical purchasing of what is described as conscious consumers. Conscious consumers remain a ‘work in progress’, and present a complex mix of behaviours; while seeking ethical alternatives, other social and economic forces impact on their behaviour (e.g. family, convenience, price) such that positive ethical choices are not always made. Examining ethical consumption in this way reveals the ‘competing priorities, paradoxical outcomes, and the nature of compromises reached in real decision processes’. We identify two areas of theory relevant to the conceptualization of such consumers, flexibility and dissonance theory. A qualitative study of participants identified as conscious consumers was undertaken. As anticipated, the participants revealed a range of often contradictory behaviours regarding their ethical purchases. The relevance of flexibility and dissonance theory to their behaviour is discussed. [ABSTRACT FROM AUTHOR]

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About

  • Item ORO ID
  • 15153
  • Item Type
  • Journal Item
  • ISSN
  • 1470-6423
  • Keywords
  • conscious consumer; dissonance; ethical consumption; flexibility; inconsistency
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © 2009 The Authors
  • Depositing User
  • Users 2400 not found.

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