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The Myth Of Ethical Consumer

The Myth Of Ethical Consumer

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  • ISBN:9780521747554
  • Editorial: Cambridge University Press
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:258
  • Idiomas:Ingles,Inglés

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Do consumers really care where products come from and how they are made? Is there such a thing as an 'ethical consumer'? 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.

List of figures
List of tables
Preface
1 The appeal and reality of ethical consumerism 1
The ethical consumer and myth 1
Ethical consumerism versus consumer social responsibility 9
Moving from ethical consumer to CNSR 11
2 Social consumerism in the context of corporate responsibility 16
Social consumerism and firm profitability 16
Economic profit 17
Willingness to pay and CNSR 18
Economic profit in light of CNSR 23
Firm and market reactions to social consumption 24
Firm and the social consumption context 28
The evolution of preferences and the role of the firm 33
The ethical consumer and CSR 35
3 Are we what we choose? Or is what we choose what we are? 37
Radical attitudes, conservative behaviors 37
Understanding the nature of consumer choice 40
Archetypes of consumer behavior 41
Consumers as rational informed processors 41
Consumers as quasi-rational reactive purchasers 41
Consumers as quasi-rational co-producers of value 42
Consumers as actors for the adaptive unconscious 42
The consumer as vox populi 43
The consumer as evolved ape 46
Two meta-models of social consumer behavior 48
A linear model of social consumption 48

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