An exploratory study identifying motives and barriers to ethical consumption for young Indian consumers Online publication date: Tue, 20-Jul-2021
by Swetarupa Chatterjee; Naman Sreen; Pradip Sadarangani
International Journal of Economics and Business Research (IJEBR), Vol. 22, No. 2/3, 2021
Abstract: In recent times, there has been a huge uproar in the media about ethical consumerism. Ethical products can help corporations to build positive brand image and improve bottom line and can help consumers feel proud by contributing to the well-being of people, planet and animals. The purpose of this study is to check the drivers and the barriers of ethical consumption. The study incorporates focus group discussions (FGDs) for learning about the factors propelling the growth of the consumption of ethical products, as well as those that are hindering the growth. We identified personal values, habit, social guilt, separate categorisation of ethical products in retail stores, need for a certification, source credibility and government policies as the motivators of ethical consumption. We identified dearth of knowledge, wilful ignorance, high price, and green scepticism (or cynicism), tragedy of commons, quality of the product and the product category as barriers to ethical consumption.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Economics and Business Research (IJEBR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook