The Myth of the Ethical Consumer Hardback with DVD
Cambridge University Press, Jul 29, 2010 - Business & Economics - 240 pages
Do consumers really care where products come from and how they are made? Is there such a thing as an 'ethical consumer'? Corporations and policy makers are bombarded with international surveys purporting to show that most consumers want ethical products. Yet when companies offer such products they are often met with indifference and limited uptake. It seems that survey radicals turn into economic conservatives at the checkout. This book reveals not only why the search for the 'ethical consumer' is futile but also why the social aspects of consumption cannot be ignored. Consumers are revealed to be much more deliberative and sophisticated in how they do or do not incorporate social factors into their decision making. Using first-hand findings and extensive research, The Myth of the Ethical Consumer provides academics, students and leaders in corporations and NGOs with an enlightening picture of the interface between social causes and consumption. A half-hour documentary capturing interviews with consumers in eight countries is included on an accompanying DVD.
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1 The appeal and reality of ethical consumerism
2 Social consumerism in the context of corporate responsibility
3 Are we what we choose? Or is what wechoose what we are?
4 Ethical consumers or social consumers? Measurement and reality
5 Rationalization and justification of social nonconsumption
6 The ethical consumer politics and everyday life
7 Tastes truths and strategies
Appendix 1 Description of country choices and participant sampling
the MORI poll and ethics scales
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AA batteries activists Animal rights animal testing animal welfare approach aspects athletic shoes basic bath soaps Ben & Jerry’s beneﬁts biodegradability brand BW scores Chapter child labor choice CNSR components concern conﬂict consumer behavior consumerism context corporations cultural decision deﬁnition degree Devinney difﬁcult discussion economic environmental ethical consumer example experimental experiments ﬁeld ﬁnd ﬁndings ﬁrms ﬁrst functional features Global Hence his/her Hong Kong human rights implies important individual’s individuals inﬂuence Journal justiﬁcation logic Louis Vuitton Louviere Mean best–worst scores mean BW moral MORI poll myth mythical Newholm Nike participants percent percentage political preferences product category products and services proﬁle proﬁt purchase question rational Recyclable reﬂect reveal role sacriﬁce sample scale scenario segment signiﬁcant signiﬁcantly social attributes social consumption social features social issues social product features social responsibility society South Korea speciﬁc sub-issues sumer survey tion trade-offs values and beliefs