Belief formation in ethical consumer groups: an exploratory study

Abstract

Belief formation is a neglected part of research in consumer behaviour and a potentially valuable area of study for helping to clarify the conditions under which they relate to actual patterns of behaviour. Outlines the results of qualitative research undertaken as part of a major study of readers of the UK Ethical Consumer magazine, which used focus groups to explore issues of major concern to ethical consumers – such as fair trade – and an elicitation questionnaire with a broader sample to ascertain the nature of factors influencing their beliefs on this subject.

Fostering Responsible Communities: A Community Social Marketing Approach to Sustainable Living

“…Caruana (2007) argues that the emphasis on positivist perspectives across the green and ethical consumption literature has led to a bias toward research examining the cognitive aspects of individual behavior and behavioral change (Chatzidakis et al, 2007;Shaw, 2005;Shaw and Clarke, 1999;Shaw and Shiu, 2003;Shaw et al, 2000;Sparks and Shepherd, 1992;Ajzen, 1991;Bagozzi, 1993;Bagozzi and Warshaw, 1990). However, such theories pay scant attention to habits or the social processes, contexts, and incentive structures that embed behavior.…”

Voluntary simplicity: an exploration of market interactions

“…In both these examples a modification of the existing market system is sought, both through withdrawing support where injustice is perceived and rewarding more ethically perceived sources of supply. Shaw and Clarke (1999) found that concerned consumers wished to enact change by consuming and, thus, changing the status quo from within the existing market system. In adopting the market system to enact change, this suggests that consumption can offer a greater voice.…”

“…Concerns about commercialisation and profit motives were demonstrated through the avoidance of multinational companies (Shaw and Clarke, 1999;Sen, Gurhan-Canli and Morwitz, 2001;Klein, Smith and John, 2004), and through participants' boycott of high profile cases including Nestlé and GM products. Some also chose to minimise these doubts and complexity by regaining control over the production of some of their own foods: "In our last place we grew our own, and we are going to convert this back garden to producing our own stuff.…”

An Exploratory Study into the Factors Impeding Ethical Consumption

“…Strong (1996) suggests a model based on the theory of planned behaviour, in which individuals' beliefs are also considered precursors of attitudes and behavioural intentions. Shaw and her colleagues identify two types of factors affecting consumers' belief structures: information, especially that embedded in trustworthy labels, and normative social factors, including the influence of peers, family and, in some cases, religion (Shaw and Clarke 1999). They also include "ethical obligation" and "self identity", concepts that first appeared in earlier work by Sparks and others (Sparks et al, 1995;Sparks and Guthrie, 1998).…”