Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market

Carrigan, M.; Szmigin, I. and Wright, J. (2004). Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market. Journal of Consumer Marketing, 21(6) pp. 401–417.

DOI: https://doi.org/10.1108/07363760410558672

Abstract

Believes that older consumers may be as concerned about purchasing ethically as any other consumer group and so presents an interpretive study into the attitudes and buyer behaviour of older consumers in the context of ethical purchasing. Briefly reviews the literature on the older consumer, purchasing ethics and issues in ethical purchasing before describing audio-taped in-depth interviews with seven consumers. Discovers that older consumers are by no means a homogeneous group and that half the respondents demonstrated relatively low levels of knowledge about ethical or unethical behaviour by corporations although some did demonstrate awareness of many ethical issues. Concludes that older consumers are well informed and knowledgeable about ethical and unethical behaviour by organizations but the information does not remain at the forefront of their consciousness and so needs a trigger during the purchase situation. Adds that older consumers consider that there is enough information available about ethical matters but that it is not presented in a user-friendly form nor communicated well enough to raise awareness in the general population.