The Ethical Consumer and Ethical Consumption.docx
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The Ethical Consumer and Ethical Consumption.docx
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TheEthicalConsumerandEthicalConsumption
Contents
1.0Introduction----------------------------------------------------------------------------3
2.0TheEthicalConsumerandEthicalConsumption----------------------------3
3.0Themotivationofethicalconsumption
3.1Consumptioninfluenceenvironment--------------------------------------------4
3.2HumanrelationshipswiththeNatural--------------------------------------------5
4.0AconceptualapproachtoexaminetheEthicalConsumer
4.1OrganicFood-----------------------------------------------------------------------------6
4.2UKOrganicProductsMarketinBrief---------------------------------------------7
4.3Attitudes-------------------------------------------------------------------------------------7
4.4Values---------------------------------------------------------------------------------------8
4.5‘SchwartzValuesSurvey’analysis
4.5.1Hedonism---------------------------------------------------------------------------------9
4.5.2Stimulation------------------------------------------------------------------------------9
4.5.3Self-direction--------------------------------------------------------------------------10
4.5.4Universalism--------------------------------------------------------------------------10
4.5.5Benevolence--------------------------------------------------------------------------10
4.5.6Security---------------------------------------------------------------------------------10
5.0Marketingrecommendations-----------------------------------------------11
5.1Innovation--------------------------------------------------------------------------------11
5.2Promotion--------------------------------------------------------------------------------12
5.3IncreaseOrganicfoodsplantingFarms----------------------------------------12
5.4Stockissue-------------------------------------------------------------------------------12
6.0Conclusion-------------------------------------------------------------------------13
7.0Reference-----------------------------------------------------------------------------14
1.0Introduction
Thisessayarguesthatconsumerchoiceisnotsimpleintherealworld,anditwillexaminetheleadershipnowadaysthroughtheapproachofaleadingconsumptiontowardasustainable.Thepaperbeginsbyexplainthemotivationofethicalconsumption.Thisisfollowedbyexaminingattitudesofconsumersandamodelof"ValueandMotivationalDomains(Schwartz)"toanalysiswhysomeconsumerschoosetobecomemoreethicalintheirconsumptionchoices,whileotherdonot.TheessayusetheethicalconsumersexamplefromOrganicProductsMarketintheUKtoanalysisthemodelsandconcludesbyidentifyingdifferentconsumergroupswhohavedifferentvalueandattitudestoleadtheymakeadifferentchoose.Finally,themarketingrecommendationswillbegiven.
2.0TheEthicalConsumerandEthicalConsumption
“PeoplewhogenerallyoptfortheproductswhichdelivermoreenvironmentalbenefitsaregenerallylabelledEthicalConsumer”(MateiandDinu,2010)“Theuseofindividualconsumerpreferencetopromotelessenvironmentallydamagingproductandservices.”(Toby,1998)Aparticularbrandorcompanymightboycottbyethicalconsumersbecauseofastorytheyhavereadinthenewspapers.Theymightalsochooseorganicfoodsora'fairtrade'-labelledcoffeebecausetheythinkenvironmentalissueareimportant.TheirpurchasebehaviourhasbeendescribedasEthicalConsumption.(Harrison,NewholmandShaw,2005)
Overthelasttwentyyears,thegrowingawarenessofenvironmentleadhumanstopaidmoreattentiononthehealthandplanet(Mintel,1995),sotheethicalconsumptionappearedandbecomemoreandmorewidespreadintheworld.“Ethicalconsumption”isthedeliberatebuyingbehaviourthattheconsumerswanttobemadeethically(WilliamsandCowe,2001).Thispurchasebehaviourcanextremelyreducetheharmtothehumanbeings,environmentandanimals(Strong,1996).Ethicalconsumptionisusedtocovermattesofconscience,forexample,thefairtrade,animalwelfare,thepurchasingintensionoforganicfoodandsocialaspectssuchasthelabourstandards,etc(Paladino,2005).
3.0Themotivationofethicalconsumption
3.1Consumptioninfluenceenvironment
Consumptioncanaffecttheenvironmentinmanyways:
thehigherlevelsofconsumption(higherlevelsofproduction)thelargerneedsofenergyandmaterialthenmakeslargerwasteby-products.Increasedextractionandexploitationofnaturalresources,accumulationofwasteandconcentrationofpollutantscandamagetheenvironmentand,onthelongrun,limiteconomicactivity.(TellegenandWolsink,1994)Forexample,theIPCC(2007)showsustherecentglobalwarmingisdowntohumanactivity.Thefollowinggraphcanbeshow,basedonthecomparisonofatmosphericsamplescontainedinicecoresandmorerecentdirectmeasurements,providesevidencethatatmosphericCO2hasincreasedsincetheIndustrialRevolution.(Santeret.al,1996)
(Source:
SanterB.D.et.al.,(1996)Asearchforhumaninfluencesonthethermalstructureoftheatmosphere.Naturevol382,39-46)
Inaddition,consumerism,atermusedbysociologiststodescribetheeffectsofequatingpersonalhappinesswithpurchasingmaterialpossessions,canevendoworseaslongasitdeterminesanincreaseintheamountofpurchasedgoods.(Micheletti,2003)Itcanbenegative.Because,itencouragespeoplebehedonism,decadence,selfgratification,"falsevalues',unrestrainedchoiceandindulgenceandisolation.(MansveltandRobbins,2011)
Therefore,buildingacorrectconsumptionbecomemoreandmoreimportant,itmayreinvigoratetheheathofourplanetandsociety.However,whypeopleshouldcareaboutenvironment?
Whyenvironmentisimportantforhuman?
Thefollowingpartwillexplaintherelationshipsbetweenhumanandenvironment.
3.2HumanrelationshipswiththeNatural
Humanandenvironmentareinterdependent.Notonly,asthelastpartmention,peopleactivity(includingconsumerism)affectenvironment,candestroyenvironment,butalso,environmentaldisruptioncanbringcatastrophicconsequencestohuman.AccordingSternandDruckman(1992),climatechangeandglobalwarmingwilllead,theperiodfromnowtotheyearof2080,theglobalaveragetemperaturewillriseby2-4centigrade.1100-3200millionpeoplewillhavetroubleingettingsafeandcleandrinkingwater.200-600millionpeoplewillbethreatenedwithstarvation.200-700millionresidentsofthecoastalregionswillsuffercatastrophicfloodsandwaterlogging.Theseareallthepunishmentsofnaturetohuman’spollution.Humanbeingsrelationshipwiththenaturalworldhasbecomeverytangled.Therefore,environmentalprotectionisthemotivationtodrivesomepeoplebecomeethicalconsumer.Nextpartwillanalyze,whatarethefactorsdecidepeopletochoose(non)ethicalconsumption.
4.0AconceptualapproachtoexaminetheEthicalConsumer
"Theintentionsofconsumersarebehaveinaparticularwaywithregardtotheacquisition,use,anddispositionofproducts."(MowenandMinor,1998)Behaviouralintentionsarepresumedtoprecedebehaviours.Therefore,wecandaringlyassumethatmeasuresofbehaviouralintentionsarereflectingtofutureconsumeractions(behaviours).(Bagozzi,ZeynepandPriester,2002)Inanotherword,consumerschoosetheirconsumptionwaysbyfollowingtheirbehaviouralintentions.Therefore,analyzethestructureofbehaviouralintentionsisagoodwaytoexaminewhysomeconsumerschoosetobecomeethicalintheirconsumptionchoices,whyothersdonot.Accordingto(SeminandFiedler,1996),humanbeingbehaviouralintentionsareinfluencedbyhuman’svalues,attitudesandbeliefs.Next,theOrganicfoodconsumersintheUKwillbeusedasanexample,byanalysisthiskindofenvironmentallyresponsibleconsumerswhichasaCluster,theEthicalConsumercomparewithnonethicalconsumer,seetheyrespectivelyhavewhatspecificreferencetotheirvalues,attitudesandbeliefs.Inanotherword,whatkindofvalues,attitudesandbeliefsleadthemmakeadifferentchoice.
4.1OrganicFood
Becauseofthegrowingworriedabouttheenvironment,thedemandoforganicfoodbecomesastabledincreasing.Organicfoodaimedtodeveloptheresources’cycling,keepbiodiversityandencourageecologicalbalance(Lyons,K.&Paull,J.,2008).Theorganicfoodisproducedwithoutusingtraditionalchemicalpesticides,fertilizerswhichmadewitheffluentsludgeorman-madematerial,ionizingradiationorbioengineering(Borgmann,2000).Organicfoodincludesorganicmeat,eggs,dairyproductsandpoultrycomesfromanimalswhicharenotfedbygrowthhormonesorantibiotics(USDA,2011).
4.2UKOrganicProductsMarketinBrief
OrganicfoodhasbecomeoneofthefastestdevelopingpartsofthefoodindustryinEurope,especiallyinUK.Butinthelastthreeyears,theorganicfoods’valuesalesinUKdecreasedby16.6%toarrive£1.34billion(Makatouni,2009).Facingtotheincreasedfinancialpressures,customershavebecomethriftierforpurchasing.Duetomoregroceriescutdowntheirstockingoftheamountoforganicfood,sothecustomersgotlesschoicethatthevaluesalesdecrease.Ontheotherhand,organicfoodsalsogrowingfacedmorecompetitionfromotherethicalpositioningcategories,forexample,freerange,fair-tradeandlocallysourcedfoods.In2008,theglobalwarmingandenvironmentproblemshavebeenlowoncustomers’listofprioritiessothatthesalesoforganicfoodwhichusedforprotecttheenvironmentmightbeinfluencedinthefuture(Mintel,2006).
4.3Attitudes
Attitudes,basedonconsumertheoryandmarketingpractice,itiscruciallinkbetweenwhatconsumersthinkaboutproductsandwhattheybuyinthemarke
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