Consumer Motivation in Ethical Product Consumerism.

Consumer Motivation in Ethical Product Consumerism
Name of the Student
Name of the University
Author note

Introduction
In this era of technological advancement, consumers are getting more and more concerned
about the origin of the products and services they are offered. When t comes to the food
industry, the importance of ethical products has got highly enhanced due to the increased
number of heath related issues in majority of developed and developing countries. Along with
concerns about health, consumers are also getting highly concerned about the ethical
beliefves and sustainability of the business procedures that are involved while manufacturing
a certain food item. According to researchers, the preferences of the consumers are getting
increasingly inclined towards ethically sourced food items. CFOODSTORE is a single
market stall that offers the consumers with seafood. Keeping in mind the changing consumer
preference, the management of the mentioned organization has decided to move to “ethically
sourced” seafood items. Considering the fact that viability of this decision is being question
by some investor, the organization has decided to research on the relation between consumer
behavior and ethical purchasing. The purpose of this research paper is to find out the the
factors that motivate consumer to purchase ethical product.
Literature search and selection Method
In this paper the systematic literature review has been considering the exclusion and inclusion
criteria. The inclusion criteria of this study are:
 Study on consumer behavior on ethical product
 Peer reviewed article
 Primary and Secondary research
The exclusion criteria of this study are:
 Study is not in foreign languages
 Study time before 2015

Consumer Motivation in Ethical Product
Consumerism
Innital Daabase searches: 4
Total number of initial study n=30
Records after duplicate
removed n= 28
Title and Abstract
screened
n= 25
Full text article reviewed
n= 18
Removed as
per the
Inclusion
criteria
(n=3)
Excluded as
per exclusion
criteria
(n=7)
Considered for final
review and data
extraction
Aim
Method
Result
 Study on business process
Initially 30 studies were selected. After complying inclusive and exclusive criteria 15 studies
have been finally reviewed for data extraction. The searching syntaxes used for the study
selection are:
 consumer behavior and ethical product
 consumer behavior and organic food
 buyers decision and ethical food product
 consumer motivation and ethical food product

Data extraction and synthesis
Author and Year Article Title Method/Design Result/Conclusion
Ha, Thanh Mai;
Shakur, Shamim;
Pham Do, Kim
Hang (2019)
Rural-urban
differences in
willingness to pay
for organic
vegetables:
Evidence from
Vietnam
This research used a
contingent valuation
survey for information
collection regarding
consumer preferences as
well as
willingness to pay (WTP)
of organic vegetables. For
analysis interval regression
model was used.
In both urban and rural
regions for organic
vegetables WTP increases
with the perception of the
consumer about trust in
labels and organic
vegetables. It also
increases with family
income. Rural region has
higher WTP.
Steinhauser,
Johann; Janssen,
Meike; Hamm,
Ulrich (2019)
Consumers’
purchase
decisions for
products with
nutrition and
health claims:
What role do
product category
and gaze duration
on claims play?
Total 156 consumers
participated. The
participants’ eye
movements were measured
using head-mounted eye
tracking glasses. With
three-dimensional food
packages with nutrition A
close-to-realistic purchase
situation, health, and taste
claims was simulated.
The duration of gaze
claims increases the
purchase likelihood. A
great differences have
been found between
categories of product
regarding the consumers
preferences and types of
claims
Liu, Yang; Dong,
Shaozeng (2017)
Sustainable
Product Strategy
in Apparel
Industry with
Consumer
Behavior
Consideration
It is a secondary
qualitative study. An
analytical Mathematical
model has been presented
in this research with
conditions through which a
firm could have gain
benefit from adapting
sustainable product.
It has been found that
converting regular
consumers to be
environmentally
conscious consumer is not
costly. A business can
convert all consumers to
be the consumer of ethical
product with great efforts.
A business can also