Ethical Consumer Flashcards
Who wrote the Myth of the Ethical Consumer?
Eckhardt, Deviancy and Auger, 2010
Why is ethical consumer a myth?
- Fictional role model
- Idealisation of everyday life
- Model subject to scrutiny
In studies show an awareness and desire to be ethical but people aren’t willing to pay the price (Eckhardt et al. 2010).
Only really seen in niche markets or by activist groups
What are four factors that predict boycott participation?
- Desire to make a difference
- Scope for self-enhancement
- Counterarguments
- Cost of constrained consumption
Describe the ethical shopper
Supports the underdog and local businesses
Give some examples of ethical brands
Body shop, Dove, Wholefoods
What is CRM?
Cause-related marketing
What are the two basic concepts of ethical analysis?
- Consequentialism - acts like boycotting should be evaluated by their consequences
- Deontological Ethics - acting correctly entails doing what is right by rules
Who did the study on ethical consumers in Denmark, Norway, Italy and Portugal?
Halter et Al. 2007
Where did the term ‘political consumer’ develop?
In Denmark due to consumer protests of oil and nuclear testing
In Halkier et al. 2007 what were the three things consumers were likely to do?
- Refuse to buy brands
- Buy particular brands
- Boycott
Discuss Adbusters
Activist group that tweaks adverts to show the downsides of large organisations. eg. CocaCola and polar bears
What did Klein, 1999 say?
The double standards of companies must be under scrutiny
What is culture jamming?
peaceful rebelliousness against major corporations
Describe the Doppelgänger brand image
Companies must fight the negative shadow of their brand image
What is a moralised brandscape?
It is the landscape in which brands are produced and consumed. Increasingly so brands are focusing on the expressive side and moral statements seem to be an issue for both consumers and producers. Brand values clearly effect buying behaviour
