Mapping Ethical Consumer Behavior: Integrating the Empirical Research and Identifying Future Directions

Ethical Consumers

“…Researchers find only few sociodemographic variables that consistently link the social bases of ethical consumers (Devinney et al, 2010;Papaoikonomou et al, 2011;Peattie, 2010). Researchers find only few sociodemographic variables that consistently link the social bases of ethical consumers (Devinney et al, 2010;Papaoikonomou et al, 2011;Peattie, 2010).…”

“…Since the beginning of the 2000s, researchers have published more and more academic work on the topic (Cotte and Trudel, 2009;Papaoikonomou et al, 2011). Since the beginning of the 2000s, researchers have published more and more academic work on the topic (Cotte and Trudel, 2009;Papaoikonomou et al, 2011).…”

“…Empirical evidence shows that consumers are indeed willing to pay an ethical premium, for example, for organic and fair trade products (see, for example, Rotaris andDanielis, 2011 andPapaoikonomou et al, 2011 andcitations therein). Concentrating primarily on product price and budget restriction, such studies assume that consumers choose the product alternative that gives them the highest expected utility per cost unit.…”

Are Greeks’ Unconcerned about Ethical Market Choices?"

“…Nevertheless, in the consumer research context there has always been a debate as to whether attitudes can be considered a valid predictor of an individual's behaviour, as attitudes are often not translated into action (Carrigan and Attalla, 2001;Sheeran, 2002;Papaoikonomou et al, 2011;). This phenomenon is even more obvious when the behaviours under examination are socially desirable (Peattie, 1995 Papaoikonomou et al (2011) commented that all relevant studies explain the existence of word/deed inconsistencies, merely to an extent. On the other hand, the assumption that attitudes are able, at least to an extent, to describe and/or predict behaviour cannot be taken for granted, as the attitudebehaviour link can provide important implications for the marketers of ethical products (Papaoikonomou et al, 2011).…”

“…This phenomenon is even more obvious when the behaviours under examination are socially desirable (Peattie, 1995 Papaoikonomou et al (2011) commented that all relevant studies explain the existence of word/deed inconsistencies, merely to an extent. On the other hand, the assumption that attitudes are able, at least to an extent, to describe and/or predict behaviour cannot be taken for granted, as the attitudebehaviour link can provide important implications for the marketers of ethical products (Papaoikonomou et al, 2011). In fact, explaining and/or eliminating the attitudes-behaviour gap might be considered as one of the most important challenges ethical consumption should face in the future.…”