Towards ethical consumerism: bridging the gap between the obstacles and drivers of ethical consumerism

[摘要] ENGLISH ABSTRACT: Being an ethical consumer means making informed purchasing decisions. Ethical consumers buy products that are ethically produced and that are not harmful to the environment or to society. They value all stakeholders within the manufacturing process by using their consumption power to support ethical production throughout the product cycle. Through their consumption choices and by voicing their concerns, ethical consumers play an important role in shaping the ways in which companies direct their business. This interdependent relationship or co-responsibility between businesses and ethical consumers impacts positively on the sustainability of both the environment and society. Moreover, businesses need to convince their customers that they truly care about the impact of their operations on their consumers, society and the environment, and that they are not only interested in making a profit.The main problem statement that this thesis addresses is that the majority of consumers are not currently committed to ethical consumption practices. In order to understand why there is such a weak uptake of ethical consumerism, the thesis investigates the different obstacles and drivers that may influence consumers as they make their consumption choices. After identifying and examining each of the obstacles to and drivers of ethical consumerism, possible change levers and change agents are proposed in an attempt to bridge the current gap that prevents consumers from committing to ethical consumerism.

[发布机构] Stellenbosch University