The Ethical Consumers Market ECM

Ethical Consumer Market 1
THE ETHICAL CONSUMERS MARKET (ECM)
Student’s Name
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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).