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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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The myth of the ethical consumer – do ethics matter in purchase behaviour?


Document Information:
Title:The myth of the ethical consumer – do ethics matter in purchase behaviour?
Author(s):Marylyn Carrigan, (Lecturer, University of Birmingham, Department of Commerce, Birmingham, UK), Ahmad Attalla, (Graduate, University of Birmingham, Department of Commerce, Birmingham, UK)
Citation:Marylyn Carrigan, Ahmad Attalla, (2001) "The myth of the ethical consumer – do ethics matter in purchase behaviour?", Journal of Consumer Marketing, Vol. 18 Iss: 7, pp.560 - 578
Keywords:Consumer behaviour, Ethics, Marketing, Social responsibility
Article type:Literature review
DOI:10.1108/07363760110410263 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Marketing ethics and social responsibility are inherently controversial, and years of research continue to present conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities. This article examines whether or not consumers care about ethical behaviour, and investigates the effect of good and bad ethical conduct on consumer purchase behaviour. Through focus group discussions it becomes clear that although we are more sophisticated as consumers today, this does not necessarily translate into behaviour which favours ethical companies and punishes unethical firms. The article concludes by some thoughts on how marketers might encourage consumers to engage in positive purchase behaviour in favour of ethical marketing.



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