Ethical Consumerism Concept - Essay Example

Consumer behaviour Executive summary The main aim of this research is to explain the concept related to ethical consumerism and to analyze whether consumers are sensitive towards investigating from where their products are being originated. This paper emphasizes on the attitude of the consumer towards buying of an ethical product. This paper also aims to investigate the influence of bad and good ethical conduct on the buying behaviour of the consumers. The study is focussed on studying the consumer purchasing behaviour. Secondary data have been used in this research such as journals, magazines, books and articles. The findings of this research are based on the companies like Primark that are not aware of the ethical behaviour of the consumers. The finding also reflects that poor ethical record by the companies does not affect the purchasing intention or purchase behaviour of the consumers. Consumers generally do not have access to information for distinguishing a company like Primark whether it is ethical or unethical. The limitations of this research paper are that the findings derived from this research paper contradict the previous researches that are conducted on consumer behaviour. It is required to determine the demographical features for identifying the ethical buying behaviour of the consumers. The main analysis of this research is focussed on the concept of ethical consumerism. The research is focused towards understanding of consumer ethics and the purchasing behaviour or intention of the consumers that is associated with it. The research is concluded by focusing on how the companies might motivate the consumers towards the ethical purchasing of the product in support of the ethical marketing. Main body Literature review Consumers Ethical Conscience The author Brinkman, in his study has referred that the consumers are considering the ethical factor while purchasing of the product. The author has also explained that ethics influences the purchasing intention or buying behaviour of the consumers. The suppliers of the Primark are also aware of the intention of the consumers. Therefore they are committed towards their responsibility of providing quality products to its consumers. The increase in the consumer awareness towards the ethical issues and also the increase in the disposable income of the consumers have provided an opportunity to the consumers in exercising their ethical conscience. The author has also focused on the ethical shopping of the consumers which explains that the ethical shopping plays an important role in the modern era. The experience and the buying behaviour of the consumers are focused towards ethics. Ethical consumerism is attempting towards widening the moral dimension of the consumer preference by emphasizing a relation between the production and consumption (Brinkmann, 2004). Contradicting the view of the author Brinkmann, the researcher Fisher has emphasized on the fact that the distinction between the company whether it is practicing ethical or unethical behaviour is very difficult. The process of distinguishing is very complex. The complexity is not only because of the level of understanding and education of the consumers but because of the bounded rationality and the constraint of time where the consumers are encountered with varieties of product. The researcher has also emphasized that the consumers often lack information in distinguishing between an ethical and unethical product and also identifying that whether Primark have performed its business ethically or unethically. The author explained that the consumer will not reject the product on the basis of ethics if the consumer had liked the product and decided to purchase it. Apart from the ethical factor, the other factors such as price, quality, taste and preference of the consumers influences and dominates the purchase intention or buying behaviour of the consumers. It does not indicate that the consumers do not care about the ethics but they are more concerned about the value, price and quality of the product as compared to the corporate ethics. The researcher have investigated that if more information is provided to the consumers on ethics, it will not make much difference in the purchasing intention of the consumers and it will make the process of buying complex for the consumers (Fisher, 2007). Evidence of Ethical Consumption The researchers Harrison, Newholm and Shaw, in their article have reflected contradicting views on the ethical consumption of the consumers. The consumers who are aware of the information related to the ethical behaviour of the consumers indicate that the consumers are required to boycott or reject the unethical products of the company. But this action of the consumers does not indicate that the consumers will compel the other consumers in purchasing the product of Primark that practices ethical behaviour. The ethical and the caring consumers assist in discriminating between the ethical and unethical behaviour practiced by the companies and the consumers react positively towards the ethical behaviour. The companies are required to identify various issues that are related with the ethics in order to satisfy the consumers. The researchers have cited example of young generation who prefers to purchase the product from the company that practices ethical behaviour such as protecting or safeguarding the environment. But they remain confused due to lack of proper information and guidance in distinguishing between the ethical and unethical behaviour. Therefore the consumer will focus on ethics if it does not distract him from the brand and value of his choice (Harrison, Newham and Shaw, 2005). The researchers Carrigan and Attalla, in their study have supported his contradicting view on ethical consumerism is that the distinction between whether a company is practicing ethical or unethical behaviour is very time consuming therefore it creates pressure on the consumer in making such discrimination. The author have explained that although the source of information for the consumers have increased with the passage of time but the time pressure creates a limitation for the consumers in distinguishing the ethical and unethical behaviour of Primark. The increase in information and time pressure has created a problem for the consumers in justifying the quality of the product. The reaction of the consumers towards the ethical and unethical behaviour also varies to a large extent since the consumers are provided with all related information. Therefore the buyers will prefer environment friendly product and discard the products of the company practicing unethical behaviour. For these consumers, the information acts as a guide in selecting the ethical product. On the contrary there are consumers who have access to the same information will not prefer to discard the product of the company practicing unethical behaviour or provide reward to the companies (Carrigan and Attalla, 2001). Ethical behaviour of Marketer The researcher Vitell has focused on the ethical behaviour of the marketer. The researcher in his study has focused that the marketer is required to behave ethically since the information related to the ethical behaviour of the company is likely to affect and influence the image of the consumers and the sale of the product of the company. The marketers are required to focus on ethical practice since the consumers generally prefer those firms that behave ethically as compared to the firms that behave unethically. The consumer dislikes the company that practices unethical behaviour but this does not signify that the consumers will reward the company that practices ethical behaviour. The researcher has also focused on investigating whether the consumers care about ethics for influencing the purchasing behaviour of the consumers. The author has emphasized that the ethical behaviour of the companies do not make much difference but the practice of ethical behaviour by the company provides an advantage or benefit to the company in attracting and retaining its customers. The author has also focused on the attitude behaviour gap in distinguishing between the ethical and unethical behaviour of the consumers. The consumer generally prefers purchasing those products that contribute ethically towards the environment and society rather than punishing the companies that practices unethical behaviour. The consumers generally discriminates the ethical and unethical behaviour when it affects either positively or negatively their personal interest. The gap that exists among the customers is either due to lack of understanding or knowledge for making ethical judgment or the change in the behaviour of the consumers that they perceive one way and behave another way (Vitell, 2001). Recommendation The consumers require more information for supporting the ethical judgment and comparing between the ethical and unethical behaviour of the company. The companies are required to adopt ethical practice since it will provide an advantage to the companies in attracting the consumers. The consumers are required to be convinced that their purchasing behaviour and intention can create a difference in distinguishing between the ethical and unethical behaviour. The information is required to be provided to the consumers in such a way that it does not confuse them in making their purchasing decision. Marketing mix Recommendations Product The companies generally encounters problem in planning and introducing the product in an ethical way. Since the consumers now a days are ethics conscious therefore they support the products of those companies that practices ethical behaviour. The information about the product that is provided on the labels may sometime provide deceptive information to the customers. Therefore the products must reflect the practice of ethical behaviour. Price The pricing is considered as one of the most complex process in the marketing mix when it is considered from the ethical point of view. The consumers generally prefer those products that are available at reasonable price. Ethically the price of the product should be equal to the benefit that is provided by the product. The certain reduction in the price, the price mentioned in the advertisement may be misleading to the consumers. The companies should not practice price fixing and price collision activities. Therefore the companies are required to focus on its price factor for practicing ethical behaviour. Place The ethical issues related to place is the marketers are required to introduce the product in such a place where they can conduct their business ethically. The place must be free from corruption. The companies are required to introduce their product in such a place where it can ethically satisfy the needs and requirement of the consumers. Promotion Promotion plays an important role in providing information to the consumers. The promotion done through the mode of advertisement generally induces the people to purchase the product of the company practicing ethical behaviour. Advertisement provides all related information about the product. But the advertisement is sometimes misleading which reflects the practice of unethical behaviour. Therefore the companies are required to provide information in an ethical way that facilitates the consumer in distinguishing between the ethical and unethical behaviour. References Brinkmann, J. (2004). Looking at consumer behavior in a moral perspective, Journal of Business Ethics, 51 (2): pp. 129-141. Carrigan, M. and Attalla, A. (2001). The myth of the ethical consumer do ethics really matter in purchase behavior, Journal of Consumer Marketing, 18 (7): pp. 560-577. Fisher, J. (2007). Business marketing and the ethics of gift giving, Industrial Marketing Management, 36 (1): pp. 99-108. Harrison, R., Newholm, T. and Shaw, D. (2005). The ethical consumer. London: Sage. Vitell, S.J. (2001). Consumer ethics: an application and empirical testing of the hunt-vitell theory of ethics. The Journal of Consumer Marketing, 18 (2): pp.153-178. Read More