The Appeal and Reality of Ethical Consumerism

THE MYTH OF THE ETHICAL CONSUMER, Cambridge, UK: Cambridge University Press, 2010

62 Pages Posted: 5 Dec 2009

See all articles by Timothy M. Devinney

Timothy M. Devinney

University of Manchester - Alliance Manchester Business School

Pat Auger

University of Melbourne Business School

Giana Eckhardt

Suffolk University - Sawyer School of Management

Date Written: December 3, 2009

Abstract

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.

The article is Chapter 1 of the Book.

Keywords: Ethical Consumer, Social Responsibility, Social Consumption

JEL Classification: D10, D20, D60, L21, M14, M30

Suggested Citation

Devinney, Timothy M. and Auger, Pat and Eckhardt, Giana, The Appeal and Reality of Ethical Consumerism (December 3, 2009). THE MYTH OF THE ETHICAL CONSUMER, Cambridge, UK: Cambridge University Press, 2010. Available at SSRN: https://ssrn.com/abstract=1518088

Timothy M. Devinney (Contact Author)

University of Manchester - Alliance Manchester Business School ( email )

Booth Street West
Manchester, M15 6PB
United Kingdom

Pat Auger

University of Melbourne Business School ( email )

200 Leicester Street
Carlton, Victoria 3053 3186
Australia
+61 3 9349 8194 (Phone)
+61 3 9349 8133 (Fax)

Giana Eckhardt

Suffolk University - Sawyer School of Management ( email )

Boston, MA 02108

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