Saturday, August 13, 2016

Why are consumers willing to spend more money on ethical products?

What motivates consumers to make ethical choices such as buying clothing not made in a sweat shop, spending more money on fair-trade coffee, and bringing their own bags when they go shopping? According to a new study, ethical consumption is motivated by a need for consumers to turn their emotions about unethical practices into action. 

The primary motivators appear to be  contempt, concern, and celebration.
  • Contempt for the greed of big corporations
  • Concern for the victims of unethical behavior
  • Celebration from the joy of making ethical choices.

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