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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