ethical consumerism - 1 ETHICAL CONSUMERISM Name Course...

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1 ETHICAL CONSUMERISM Name Course Professor University State Date
2 Executive summary The notion of ethical consumerism has developed in the society. Ethical consumerism is affluent in the Western countries, a growth that has been attributed to the increased per capita consumption paralleled by a rise in adjusted-inflation consumer expenditure. Consumers are ready to boycott companies or products that are reluctant to incorporate ethics during their production process. Though price and taste still dominate consumer evaluation criteria, ethical considerations are gradually becoming the propelling brand choice. Research has shown that in there is still an imbalance between purchasing behaviour and positive attitudes, and customers are being confused about the benefit of a certain product (Shaw & Shiu 2002). For example, what product is more ethical, ‘fair trade’ or ‘organic’? Introduction Ethical consumerism considers moral and ethical aspects that are present in the production and delivery of goods. These aspects include environmental and social issues such as child labour, preventing or suppressing labour unions, testing of animals, and forced labour among others. With the increased awareness and need for customers to become more ethical, ethical consumerism is gaining popularity in the society. Companies are investing more in their production and supply chain to ensure that their products are accepted by the society (Szmigin, Carrigan & McEachern 2009). This report will carry out a comprehensive analysis of ethical consumerism in the UK and how it affects the buying behaviour of consumers. An analysis of Dewhirst Company will be conducted to shed light on the study. Dewhirst is one of the largest garment company in the UK. They deal with fashion design, sourcing and manufacture of various clothing in the UK and global market. The paper will highlight the approaches employed by Dewhirst to become more socially conscious while doing business in the UK. Ultimately, the paper will evaluate ethical consumerism based on the evidence
3 gathered from Dewhirst Company and gave recommendations on how the company can become more ethical. Ethical Consumerism Ethical consumerism is an activity where consumers demand that human rights are upheld and respected during the production and delivery of products. The notion of ethical consumerism has developed rapidly in the society and can be referred as consumer culture. According to research by White, MacDonnell and Ellard (2012), the rise of ethical consumerism can be attributed to the following four factors: increased levels of information, increased media coverage, shift in values directed towards sustainable development, and availability of alternative products. In addition, this ethicality boom has also been attributed to the shift in market powers and the development of brands and transactional corporations.

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