This literature review explores the reasons behind people making ethical consumer choices and the factors that influence their decision-making process. It focuses on a case study of ShopHere, an Australian multi-channel retailer, and aims to investigate the impact of cost, trends in ethical consumption, and self-sustainability on consumer choices. The review highlights various factors, such as need for cognition, parental and peer support, and moral intuition, that play a significant role in motivating ethical consumption. It also emphasizes the importance of organizational processes in understanding and analyzing consumer behavior. The study concludes by discussing the implications for retail and e-commerce businesses in the Australian market and the need for sustainable ethical production practices.