Segmenting consumers’ reasons for and against ethical consumption

What is it about?

Why do consumers purchase ethical products? Why do consumers do not purchase (reject) ethical products? This paper explores those reasons and identifies three different segments of consumers. One is positive in their reasoning; another is negative; another is indifferent. All share common views in that they want their purchases to make a difference but scepticism and confusion limit the uptake of ethical products.

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Why is it important?

Most research focuses on why consumers purchase ethically: we focus on why they reject ethical products. We also are the first to use best-worst scaling to focus on positive and negative reasoning in choices.

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