Ethical

consumeris
m

AKSHAY SUBRAMANIAN K(2212707)

NANDANA KOTTUVALLIL VIJAY(2212743)
POOJA LOHI(2212774)
 “Every time you spend money,
you’re casting a vote for the kind of
world you want”

—anna lappe
 INTRODUCTION
The term “Ethical Consumer”. Now used
generically was first popularised by the UK
magazine Ethical consumer first published in
1989.
 definition
Ethical consumerism can be
defined as the practice of
purchasing products and services
produced in a way that minimises
social and/or environmental
damage, while avoiding products
and services deemed to have a
negative impact on society or the
environment.
 Why now
We reject the idea that people might
magically have become more ethical.
From the consumer’s point of view, you
might consider a range of theories.
Sociologists like Ulrich Beck (1999) and
Anthony Giddens (1990) have argued that
because proportionately more of our risks
are human derived, in consumer societies
they are politicised. All consumers are
forced to consider the increasing
consequences of their existence. In this
sense consumption itself becomes a site
of political dispute.
HOW IT HELPS THE
ECONOMY
01 higher spending 03 Increase in welfare
The justification for increased consumer Increase in GDP will have a huge
spending and govt spending is generally effect on the morale and welfare in
derived from the “circular flow of economy” an economy.
model. The spending of one person becomes
the earning of another person. According to
this model, spending is what keeps the
economy alive.

02 higher gdp 04 conclusion

Consumer spending is the largest
component of GDP. So higher spendings
by the consumers as well as the govt will
in turn help in increasing the GDP of the
country
Every consumer has to realize her multiple
role(s) and the roles’ salience in an integrated
manner. While business firms value her as a
consumer of their product, targeting her
myopically by blindly appealing to her values to
increase product appeal and brand-consumer
relationship embeddedness will have a
detrimental effect.
 Challenges for
Many areas of consumer concern are
characterized by a lack of effective labelling
ethical consumerism
and availability of alternatives in the
marketplace. The National Consumer Council
identified a large amount of willing
environmental consumers who could find,
neither the products nor the accurate
information to guide their behaviour.
Consumers had insufficient information on
company social and environmental behaviour to
make an informed purchasing decision . In such
situations would-be ethical consumers are
forced to make choices based on imperfect
information and the lack of an ideal alternative
in keeping with their values.
 ethical products identification marks in the food industry

Organization Fairtrade Rainforest Marine Royal Society for the

Labelling Alliance Stewardship Prevention of Cruelty to
Organisations Council (MSC) Animals (RSPCA)
International

HQ Location Germany US UK UK

Certficiation Mark
 ETHICAL CONSUMERISM IN INDIA

SOCIAL
INFLUENCE
PRICE

WELFARE
OF
SELF WORKER
EFFICaCY S
 Colonisatio
THE EAST INDIA
COMPANY
n
PROMOTED CHEAP
MACHINE MADE
TEXTILES OVER CONVERTED INTO A
INDIAN MADE GOODS MERE DUMPING
GROUND WHICH
INTURN RUINED THE
INDUSTRY WHICH LED
TO OVER CROWDING
IN AGRARIAN SECTOR
 Negative effects of LPG
NEP POLICY OF 1990

Mars MERCURY VENUS

MNC ENTERS THE INDUSTRIAL GROWTH iNTRODUCTION FAST

INDIAN MARKET FASHION

JUPITER SATURN NEPTUNE

DESTRUCTION OF EXPLOITATION OF ENVIRONMENT

COTTAGE WORKERS FOR CHEAP EXPLOITATION
 TEXTILE WASTE
4.3%
RE-EXPORTS
14.5%
CY-
CLED
18.7%
INCIN- LAND
ERATED FILL
62.5%
 GREEN CONSUMERISM
● It is the situation in which consumers want to buy things that have been
produced in a way that protects the environment
● Green consumerism is not telling us to consume less. it is telling us to
consume differently
● In India, a very few consumers are green conscious. They seek green goods
like ayurvedic medicines, natural dyes, natural textiles, bio-fertilizer, bio-
pesticides, organic foods, herbal cosmetics etc. The demand and knowledge
about green products and services is very less among the Indian
consumers.
A REDUCE CARBON
FOOTPRINT
D
V BIODEGRADABLE AND EASY
DISPOSAL
A
N CAN HELP SAVE MONEY IN
THE LONG RUN
T
A REDUCE PLASTIC
G CONSUMPTION
E
VERSATILE AND RESUABLE
S
 Alternatives

STEEL CLOTH THRIFT USE STEEL

STRAW BAGS CLOTHES DABBAS GO VEGAN
BEING GREEN IS A PRIVILEGE
SOCIO ECONOMIC CLASS PLAYS A LARGE
ROLE IN WHO IS ABLE TO PARTICIPATE IN
CLIMATE ACTION

SUSTAINABLE ALTERNATIVES ARE

OFTEN PRICIER THAN STANDARD AND
MASS PRODUCED PRODUCTS

OVERALL CONSUMPTION NEEDS TO BE

REDUCED RATHER THAN SWITCHING TO
‘GREENER’ SUSTAINABLE PRODUCTS
The back of this unemployed Brazilian is
tattooed with advertisements from local
businesses.

—lavezo,2014
 ethical consumerism and youth

Excessive
Inseparability of identity
consumption Correlation between buying
from consumerism culture
power and high status

Consumerist
message through Lack of information
schooling on ethical products
 DECISION MODEL OF
ETHICAL CONSUMER

GOVERNMENT CAMPAIGN GROUP

SPECIALIST ETHICAL
PRIVATE SECTOR CONSUMER
PUBLICATIONS
 1. GOVERNMENT

1.GOVERNMENT
 2. CAMPAIGN GROUP

● The Fair Trade movement began back

in 1946 when a woman named Edna
Ruth Byler began importing
needlecrafts from low income women
in South America.
● She laid the groundwork for the first
Fair Trade organization, the
Mennonite Central Committee.
3.PRIVATE SECTOR
 4.SPECIALIST
ETHICAL CONSUMER
PUBLICATIONS
 SURVEY BY OPENTEXT
(FEBRUARY 2022)
94%
Were willing to pay more if they
were sure that a product was
ethically sourced or produced.
80%
Agree that government should
introduce regulation that holds
businesses more accountable for
responsible sourcing.
79%
Agree businesses have a
responsibility to ensure their suppliers
abide by an ethical code.
91%
Admit that knowing where a
product has originated from or
where parts are sourced is
important to their buying
decision.
 ATTITUDE-BEHAVIOUR
GAP

Recent surveys (Euromonitor, 2013) find

between half and two-thirds of consumers
across the US profess to care about ethical
issues, yet ethical products account for 15%
of all sales. This attitude–behavior gap is
recognizable across many nations.
 STEPS THAT CAN BE
DONE

● Make a conscious effort to buy those

products that are low in pollutants.
● Try only to buy products that can be
recycled.
● Whenever possible, buy products packaged
in reusable containers.
● Use a low-phosphate detergent or soap for
your laundry.
● Do not buy products in aerosol containers.
● Drive as little as possible to reduce reliance
on foreign oil.
● Do not buy products which use advertising
that depicts minority groups in a negative
way.
● Do not buy products from companies who
discriminate against minorities .
● Do not buy products from companies
involved in a labor dispute.
● Try to purchase products from companies
who make donations to charity
THANK
you
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