Understanding Ethical Consumerism Through Narrative

The assignment focuses on understanding ethical consumerism by analyzing narratives about Environmental Conscious Manufacturing (ECM). It aims to determine who should care for ECM's value and understand the benefits of ECM for younger generations. The research utilizes a qualitative approach with purposive sampling, surveys, and narrative data analysis to explore how stories influence perceptions and choices regarding ethical consumption.

Ethical Consumer Market 1
THE ETHICAL CONSUMERS MARKET (ECM)
Student’s Name
Code+ course name
Professor’s name
Date

Ethical Consumer Market 2
Table of Contents
1.0 Introduction............................................................................................................................. 4
1.1 The aim of the study............................................................................................................ 4
1.2 Objectives of the study.........................................................................................................4
1.3 Research question................................................................................................................ 5
1.4 Research method..................................................................................................................5
2.0 LITERATURE REVIEW........................................................................................................ 6
2.1 Parties in consumer ethics....................................................................................................6
2.2 Strategies used in consumer ethics.......................................................................................7
2.3 Respect of the surrounding.................................................................................................. 8
Findings......................................................................................................................................... 9
Conclusion..................................................................................................................................... 9
Bibliography................................................................................................................................ 11
A summary table..........................................................................................................................12

Ethical Consumer Market 3
1.0 Introduction
Our societies today face many challenges from the global economy to enhance inequality.
Consumers are aware of the environmental and social impact of their purchasing decision for
alternate products. Our actions results to either positive or negative impact. This study focuses on
the ethical consumer market. In addition, I will focus on the objectives of the study, current
research questions and methods as well as review the literature and identify the benefit of ethics.
1.1 The aim of the study
The study aimed at determining whether ECM is viable and how business strategies
employed benefits the ethical consumers. I will find out how the future societies will benefit by
making ethical choices in terms of consumption. I will also focus on the following objectives and
research questions.
1.2 Objectives of the study
My objectives in this study will be to determine parties concerned with consumption
ethics. Young people are the most targeted since they influence future generation (Deirdre and
Terry 2015, 253). I will seek to determine the benefits they get when they become ethical
consumers and choosing a particular ethical product. Determine how the concerns influence
purchasing power and decisions. Knowing the consumption habits of young people will enable
me to know how it influences the market (Strong 2016, 4). This is because consumption forms
the basis of marketing and production. Examine strategies used to improve and grow the ethical
market. These methods will enable the society and organization to improve and grow ways of
marketing their products further. Generally, this research will determine the importance of

Ethical Consumer Market 4
ethical consumers in Singapore. This will help me know the positive and negative impacts of
consumption of products (Simpson 2014, 33-36).
1.3 Research question
In my research, I will be guided by the following question
 Is it right to focus on the ethical consumer?
Here I will determine the benefits of ethical consumption, habits, and preferences and drivers to
consume.
I will find out the moral part in ethical consumption.
1.4 Research method
In this study, I used to survey in order to capture participants’ opinion, beliefs,
knowledge, and attitudes based on ECM.in the UK. A sample of Young people was randomly
selected to represent ethical consumers. I used questionnaires and in-depth interviews in order to
collect more information from many people. I will answer the research questions by interviewing
customers (Toyoki 2015, 41). I will also be interested in knowing the marketer's viewpoints. The
image of the company is based on marketers’ actions and honesty in product promotion. I
analyzed data using narrative analysis to help understand information of participants and will
help me understand reasons behind their actions for future marketers (Polkinghorne 2016, 54). I
will give the meaning of ethical consumption, give characteristics of a consumer and analyze
similar theories. I will finally evaluate the results in relation to the theory (Menkes 2015, 41).

Ethical Consumer Market 5
2.0 LITERATURE REVIEW
This section is meant what other scholars said before and is organized by themes
2.1 Parties in consumer ethics
It is evident from ECM report the society has to choose to invest money and time
invaluable things that have a positive impact on the society and environment. This present study
has emphasized the importance of ECM in the Singapore to improve good quality goods. These
companies are growing, innovating and offering alternative goods and services for its clients
(Clean clothes Organisation 2014).
Consumption tactics in the developed countries have changed to live for one to consume.
This implies effects consumption behavior on the present and future life. The society has
transformed in terms of technology, political and economic and working together has not
worked. Consumption is the basis of production of goods and services, environmental stress and
global injustices. Consumers are responsible for these injustices and environmental degradation
of which they have little or lack knowledge of the consequences thus affecting the market
(Ricouer 2015, 44-45).
In this study, I wish to identify how a young consumer and ethical consumer behavior
affects the society. It is assumed that the world may improve if more time is spent on
determining the effects of purchasing patterns. In the study by, it is clear that you stand a chance
to vote when you spend your money and switching between brands influences the company
strategies (Roope and Aleksi 2014, 38). This makes the company listen to a customer and make
necessary changes in order to maintain the client and increase the market.

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2.2 Strategies used in consumer ethics
Most countries have expanded their consumption behavior. From, highlights time,
thoughts and attitude involved in selling and buying of products and production of these items.
The market influences actions, value of goods and thoughts of people throughout their lives. This
justifies the study on impacts of consumption habits (Sarup 2016, 56). My study will help in
contributing the importance of studying ethical consumer behavior and its effects on daily
activities. In this study, I will concentrate on ethical choices, fashion and ethical brands that
make a difference in consumption. I will concentrate on the importance of clothing as a fashion;
show the need for positive purchasing behavior and people’s contribution to growing the society
by choosing ethical goods and services (Sarup 2016, 60).
2.3 Respect of the surrounding
Recently corporate social responsibility (CSR) has pressured attention on ethical issues in
business. In Finland, environmental issues and sustainable development ensure future growth
and development. It is yet to confirm if this development achieves the objective. I assume that
ethical consumption patterns give current and future direction on production. The identity of
individuals lies in the way they consume things. Organizations need to understand consumption
habits of young people since they represent the future generation. This will benefit marketers on
which brand to /product to promote in the market (Uusitalo and Reetta 2015, 214).
Today consumption is based on moods, emotions, time, perception, taste beliefs and
opinions. This results in demand and production that satisfy these needs e.g. in food markets, fair

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trade, and organic market is growing. Media is promoting the clothing industry by marketing
ethical products in the metropolitan area. I, therefore, do this research in order to ascertain the
effect of ethical consumer habits and processes (Webster 2016, 188-93). In the interview, many
respondents valued their choices and the effect on consumption. This research has enhanced my
experience as a consumer and marketer.
Findings
The findings of the research were organized in four themes. The first theme shows
teenagers are the basis of the ethical consumer since they form future generations. Secondly,
consumer ethics acted as a channel of communal activities and social bonding between citizens.
People can bond with other consumers whom they share the ideas and consumption patterns as a
way of belongingness. Thirdly consumers struggle for peace and harmony in the country, people
try to reduce harm to animals, nature, and animals by respecting the surrounding. Fourthly,
consumers act as a path to influence other ethical consumption to make a difference and grow the
society. All these themes lead to identity construction in order to be a better consumer.
Conclusion
Ethical consumption is a current trend and information features in magazines, newspapers
or other forms of media. Ethical values, ecological and fashion forms part of consumers.
Previous studies on consumption ethics, there still gaps on the ethical value of consumer
behavior. From my study, it is evident that consumers consider their choices instead of thinking
of their alternatives (Simpson 2014, 35). The emergence of social movements like ethical
consumerism suggests the power of people in peers more than the organization. These

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organizations offer a feeling of belonging and ideas to the society. From the study ethical
consumption leads to social bonding.
The findings of the study show teenagers are the basis of the ethical consumer since they
form future generations. Secondly, consumer ethics acted as a channel of communal activities
and social bonding between citizens. People can bond with other consumers whom they share the
ideas and consumer patterns (Webster 2016, 192). Thirdly consumers struggle for peace and
harmony in the country, people try to reduce harm to animals, nature, and animals. Fourthly,
consumers act as a path to influence other ethical consumption to grow the society (Deirdre and
Terry 2015, 267). The method of narrative interview helped me obtain and understand enough
information on the life of the ethical consumer. It also gave the big picture about wants, ideas,
dislikes, and likes. The drivers of ethical consumption are conscience and moral integrity.
Ethical consumption benefited young people to construct their identity as well as and company
growth. The limitation of the study was the subjectivity in participants’ information. It is true
that alternative products can satisfy different consumer needs. In addition to ethical
considerations, products need to taste and look good. Participants value the quality of goods and
are willing to pay more for such goods. Increase number of ethical consumer gives a chance to
marketers to produce goods honestly (Roope and Aleksi 2014, 39). The world also benefits from
the struggles of consumers to improve and grow their society.
In the future studies, I recommend both family and children to take part on habits of
consumer ethics. In addition, a follow-up research should be conducted within a short time to
confirm whether they have honored what they promised. Another suggestion is to carry out a
research that combines qualitative and quantitative methods in the ethical consumer. Apart from
interviews, a survey should be carried out for better results.

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In conclusion, the study provided new information and knowledge in an ethical consumer society
in Singapore. In further studies, ethical habits are much required as an environmental and social
problem in societal growth.
A summary table
citation Menkes, 2015) Simpson,
2014
Deirdre, et
al., 2015
Webster, 2016 Uusitalo
and Reetta,
2015
Toyoki,
2015
philosophical Not discussed Not discussed Not discussed Not discussed Not
discussed
Not
discussed
content Purchasing
power
Moods and
buying habits
CSR pressure Consumer drivers Consumers
and society
Marketers
and
customers
Theoretical
foundations
Not discussed Not discussed Not discussed Not discussed Not
discussed
Not
discussed
Content
purpose
To understand
ECM on
purchasing
power
To understand
moods on
purchasing
power
To understand
how CSR is
ethical
To understand
consumer drivers
To
determine
who should
respect the
society
To
understand
why
marketers
value
customers
Sample Samples
selected as
appropriate
Sample selected
as appropriate
Samples
selected as
appropriate
Samples selected as
appropriate
Samples
selected as
appropriate
Samples
selected as
appropriate
Data
collection
questionnaire survey questionnaire questionnaire questionnaire survey
Data analysis Descriptive
statistics
Descriptive
statistics
Descriptive
statistics
Descriptive
statistics
Regression
analysis
Descriptive
statistics
citation Polkinghorne
2016
Ricouer 2015 Sarup 2016 Strong 2016 Roope and Aleksi 2014
content Future
generation
ECM benefits Definition of
narrative story
Value of ECM Environmental care
philosophical Not discussed Not discussed Not discussed Not discussed Not discussed
Theoretical
foundations
Not discussed Not discussed Not discussed Not discussed Not discussed

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Content
purpose
To understand
how
youngsters
form future
generation
To understand
benefits of
ECM
To determine
clear
Definition of
narrative story
To determine the
Value of ECM
To understand who should
care for Environmental
Sample Samples
selected
Samples
selected as
appropriate
Samples
selected
Purposively
selected
Purposively selected
Data
collection
questionnaire questionnaire survey survey questionnaire
Data analysis Narrative
analysis of
stories
Data analysis Data analysis Narrative analysis Data analysis

Ethical Consumer Market 11
Bibliography
Clean clothes Organisation. 2014. Clean Clothes Campaign. 9 28. Accessed 9 28, 2017.
www.cleanclothes.org .
Deirdre , Shaw, and Newholm Terry . 2015. "Editorial – Studying ethical consumer: A review of
Research." Journal of Consumer Behavior 253-269.
Menkes, Suzy. 2015. "Sustainability is back in fashion." International Herald Tribune., 3 25: 34-
56.
Polkinghorne, Donald. 2016. Narrative knowing and the human sciences. New York.: State
University of New York Press. 54-61.
Ricouer, Paul. 2015. Oneself as another. Chicago.: Chicago University Press. 44-49.
Roope , Mokka, and Neuvonen Aleksi. 2014. "Hesarin muututtava vertaisten veturiksi."
Helsingin sanomat 21.11.2009., 11 21: 33-39.
Sarup, Madan. 2016. Identity, culture and the postmodern world. Edinburgh university press,.
Edinburgh: Edinburgh university press. 54-61.
Simpson, P. 2014. Global trends in fibre prices, production and consumption, Textiles Outlook
International. New York: Wiley. 33-37.
Strong, Carolyn. 2016. Features contributing to the growth of ethical consumerism – a
preliminary investigation. Marketing Intelligence and Planning. NY: Wiley & Sons. 4-9.
Toyoki, Sammy. 2015. Temporal Orientation and Dialogical Story-Telling: A Study of Life-
Transitions, Doctoral thesis. University of Warwick. 41-47.
Uusitalo, Outi, and Oksanen Reetta. 2015. "Ethical consumerism: a view from Finland."
International Journal of Consumer studies 214-219.

Ethical Consumer Market 12
Webster, Frederick. 2016. "Determining the characteristics of socially conscious consumer."
Journal of Consumer Research 188-193.