Systematic Literature Review On Ethical Consumer Market

Inclusion and Exclusion Criteria

Our societies today face many challenges from the global economy to enhance inequality. Consumers are aware of the environmental and social impact of their purchasing decision for alternate products. Our actions results to either positive or negative impact. This study focuses on the ethical consumer market. In addition, I will focus on the objectives of the study, current research questions and methods as well as review the literature and identify the benefit of ethics.

1.1 The aim of the study

The study aimed at determining whether ECM is viable and how business strategies employed benefits the ethical consumers. I will find out how the future societies will benefit by making ethical choices in terms of consumption. I will also focus on the following objectives and research questions.

1.2 Objectives of the study

My objectives in this study will be to determine parties concerned with consumption ethics. Young people are the most targeted since they influence future generation (Deirdre and Terry 2015, 253). I will seek to determine the benefits they get when they become ethical consumers and choosing a particular ethical product. 

Determine how the concerns influence purchasing power and decisions. Knowing the consumption habits of young people will enable me to know how it influences the market (Strong 2016, 4). This is because consumption forms the basis of marketing and production. Examine strategies used to improve and grow the ethical market. These methods will enable the society and organization to improve and grow ways of marketing their products further. Generally, this research will determine the importance of ethical consumers in Singapore. This will help me know the positive and negative impacts of consumption of products (Simpson 2014, 33-36).

1.3 Research question

In my research, I will be guided by the following question

• Is it right to focus on the ethicalconsumer?

Here I will determine the benefits of ethical consumption, habits, and preferences and drivers to consume.

I will find out the moral part in ethical consumption.

1.4 Research method

In this study, I used to survey in order to capture participants’ opinion, beliefs, knowledge, and attitudes based on ECM.in the UK. A sample of Young people was randomly selected to represent ethical consumers. I used questionnaires and in-depth interviews in order to collect more information from many people. I will answer the research questions by interviewing customers (Toyoki 2015, 41). I will also be interested in knowing the marketer’s viewpoints. The image of the company is based on marketers’ actions and honesty in product promotion.

I analyzed data using narrative analysis to help understand information of participants and will help me understand reasons behind their actions for future marketers (Polkinghorne 2016, 54). I will give the meaning of ethical consumption, give characteristics of a consumer and analyze similar theories. I will finally evaluate the results in relation to the theory (Menkes 2015, 41).

This section is meant what other scholars said before and is organized by themes

2.1 Parties in consumer ethics

It is evident from ECM report the society has to choose to invest money and time invaluable things that have a positive impact on the society and environment. This present study has emphasized the importance of ECM in the Singapore to improve good quality goods. These companies are growing, innovating and offering alternative goods and services for its clients (Clean clothes Organisation 2014).

Objectives of the Study

Consumption tactics in the developed countries have changed to live for one to consume. This implies effects consumption behavior on the present and future life. The society has transformed in terms of technology, political and economic and working together has not worked. Consumption is the basis of production of goods and services, environmental stress and global injustices. Consumers are responsible for these injustices and environmental degradation of which they have little or lack knowledge of the consequences thus affecting the market (Ricouer 2015, 44-45).

In this study, I wish to identify how a young consumer and ethical consumer behavior affects the society. It is assumed that the world may improve if more time is spent on determining the effects of purchasing patterns. In the study by, it is clear that you stand a chance to vote when you spend your money and switching between brands influences the company strategies (Roope and Aleksi 2014, 38). This makes the company listen to a customer and make necessary changes in order to maintain the client and increase the market.

2.2 Strategies used in consumer ethics

Most countries have expanded their consumption behavior.  From, highlights time, thoughts and attitude involved in selling and buying of products and production of these items. The market influences actions, value of goods and thoughts of people throughout their lives. This justifies the study on impacts of consumption habits (Sarup 2016, 56). My study will help in contributing the importance of studying ethical consumer behavior and its effects on daily activities. In this study, I will concentrate on ethical choices, fashion and ethical brands that make a difference in consumption. I will concentrate on the importance of clothing as a fashion; show the need for positive purchasing behavior and people’s contribution to growing the society by choosing ethical goods and services (Sarup 2016, 60).

2.3 Respect of the surrounding

Recently corporate social responsibility (CSR) has pressured attention on ethical issues in business. In Finland, environmental issues and sustainable development ensure future growth and development. It is yet to confirm if this development achieves the objective. I assume that ethical consumption patterns give current and future direction on production. The identity of individuals lies in the way they consume things. Organizations need to understand consumption habits of young people since they represent the future generation. This will benefit marketers on which brand to /product to promote in the market (Uusitalo and Reetta 2015, 214).

Today consumption is based on moods, emotions, time, perception, taste beliefs and opinions. This results in demand and production that satisfy these needs e.g. in food markets, fair trade, and organic market is growing. Media is promoting the clothing industry by marketing ethical products in the metropolitan area. I, therefore, do this research in order to ascertain the effect of ethical consumer habits and processes (Webster 2016, 188-93). In the interview, many respondents valued their choices and the effect on consumption. This research has enhanced my experience as a consumer and marketer.

Findings

The findings of the research were organized in four themes. The first theme shows teenagers are the basis of the ethical consumer since they form future generations.  Secondly, consumer ethics acted as a channel of communal activities and social bonding between citizens. People can bond with other consumers whom they share the ideas and consumption patterns as a way of belongingness. Thirdly consumers struggle for peace and harmony in the country, people try to reduce harm to animals, nature, and animals by respecting the surrounding. Fourthly, consumers act as a path to influence other ethical consumption to make a difference and grow the society.  All these themes lead to identity construction in order to be a better consumer.

Research Questions

Conclusion

Ethical consumption is a current trend and information features in magazines, newspapers or other forms of media. Ethical values, ecological and fashion forms part of consumers. Previous studies on consumption ethics, there still gaps on the ethical value of consumer behavior. From my study, it is evident that consumers consider their choices instead of thinking of their alternatives (Simpson 2014, 35). The emergence of social movements like ethical consumerism suggests the power of people in peers more than the organization. These organizations offer a feeling of belonging and ideas to the society. From the study ethical consumption leads to social bonding.

The findings of the study show teenagers are the basis of the ethical consumer since they form future generations.  Secondly, consumer ethics acted as a channel of communal activities and social bonding between citizens. People can bond with other consumers whom they share the ideas and consumer patterns (Webster 2016, 192). Thirdly consumers struggle for peace and harmony in the country, people try to reduce harm to animals, nature, and animals. Fourthly, consumers act as a path to influence other ethical consumption to grow the society (Deirdre and Terry 2015, 267). The method of narrative interview helped me obtain and understand enough information on the life of the ethical consumer.  It also gave the big picture about wants, ideas, dislikes, and likes. The drivers of ethical consumption are conscience and moral integrity.

 Ethical consumption benefited young people to construct their identity as well as and company growth. The limitation of the study was the subjectivity in participants’ information. It is true that alternative products can satisfy different consumer needs. In addition to ethical considerations, products need to taste and look good. Participants value the quality of goods and are willing to pay more for such goods. Increase number of ethical consumer gives a chance to marketers to produce goods honestly (Roope and Aleksi 2014, 39). The world also benefits from the struggles of consumers to improve and grow their society.

In the future studies, I recommend both family and children to take part on habits of consumer ethics. In addition, a follow-up research should be conducted within a short time to confirm whether they have honored what they promised. Another suggestion is to carry out a research that combines qualitative and quantitative methods in the ethical consumer. Apart from interviews, a survey should be carried out for better results.

In conclusion, the study provided new information and knowledge in an ethical consumer society in Singapore. In further studies, ethical habits are much required as an environmental and social problem in societal growth.

A summary table

citation	Menkes, 2015)	Simpson, 2014	Deirdre, et al., 2015	Webster, 2016	Uusitalo and Reetta, 2015	Toyoki, 2015
philosophical	Not discussed	Not discussed	Not discussed	Not discussed	Not discussed	Not discussed
content	Purchasing power	Moods and buying habits	CSR pressure	Consumer drivers	Consumers and society	Marketers and customers
Theoretical foundations	Not discussed	Not discussed	Not discussed	Not discussed	Not discussed	Not discussed
Content purpose	To understand ECM on purchasing power	To understand moods on purchasing power	To understand how CSR is ethical	To understand consumer drivers	To determine who should respect the society	To understand why marketers value customers
Sample	Samples selected as appropriate	Sample selected as appropriate	Samples selected as appropriate	Samples selected as appropriate	Samples selected as appropriate	Samples selected as appropriate
Data collection	questionnaire	survey	questionnaire	questionnaire	questionnaire	survey
Data analysis	Descriptive statistics	Descriptive statistics	Descriptive statistics	Descriptive statistics	Regression analysis	Descriptive statistics
citation	Polkinghorne 2016	Ricouer 2015	Sarup 2016	Strong 2016	Roope and Aleksi 2014
content	Future generation	ECM benefits	Definition of narrative story	Value of ECM	Environmental care
philosophical	Not discussed	Not discussed	Not discussed	Not discussed	Not discussed
Theoretical foundations	Not discussed	Not discussed	Not discussed	Not discussed	Not discussed
Content purpose	To understand how youngsters form future generation	To understand benefits of ECM	To determine clear Definition of narrative story	To determine the Value of ECM	To understand who should care for Environmental
Sample	Samples selected	Samples selected as appropriate	Samples selected	Purposively selected	Purposively selected
Data collection	questionnaire	questionnaire	survey	survey	questionnaire
Data analysis	Narrative analysis of stories	Data analysis	Data analysis	Narrative analysis	Data analysis

Clean clothes Organisation. 2014. Clean Clothes Campaign. 9 28. Accessed 9 28, 2017. www.cleanclothes.org .

Deirdre , Shaw, and Newholm Terry . 2015. “Editorial – Studying ethical consumer: A review of Research.” Journal of Consumer Behavior 253-269.

Menkes, Suzy. 2015. “Sustainability is back in fashion.” International Herald Tribune., 3 25: 34-56.

Polkinghorne, Donald. 2016. Narrative knowing and the human sciences. New York.: State University of New York Press. 54-61.

Ricouer, Paul. 2015. Oneself as another. Chicago.: Chicago University Press. 44-49.

Roope , Mokka, and Neuvonen Aleksi. 2014. “Hesarin muututtava vertaisten veturiksi.” Helsingin sanomat 21.11.2009., 11 21: 33-39.

Sarup, Madan. 2016. Identity, culture and the postmodern world. Edinburgh university press,. Edinburgh: Edinburgh university press. 54-61.

Simpson, P. 2014. Global trends in fibre prices, production and consumption, Textiles Outlook International. New York: Wiley. 33-37.

Strong, Carolyn. 2016. Features contributing to the growth of ethical consumerism – a preliminary investigation. Marketing Intelligence and Planning. NY: Wiley & Sons. 4-9.

Toyoki, Sammy. 2015. Temporal Orientation and Dialogical Story-Telling: A Study of Life-Transitions, Doctoral thesis. University of Warwick. 41-47.

Uusitalo, Outi, and Oksanen Reetta. 2015. “Ethical consumerism: a view from Finland.” International Journal of Consumer studies 214-219.

Webster, Frederick. 2016. “Determining the characteristics of socially conscious consumer.” Journal of Consumer Research 188-193.