Ethical Consumerism as Business Sustainability

This research study explores the correlation between ethical consumerism and business sustainability. It aims to develop a coherent understanding of the dependence of business sustainability on ethical consumerism. The study examines the concept of ethical consumerism, its impact on business sustainability, and the correlation between ethical consumerism and sustainability in the case of ShopHere. It also suggests recommended activities to enhance organizational performance while adhering to ethical consumerism.

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Name of the student
Name of the university
Author note

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Topic: Ethical consumerism as business sustainability
1.Introduction
1.1Research aim
The aim of undertaking the research will be to develop a coherent understanding of the
dependence of business sustainability on the approaches of ethical consumerism.
1.2Research objectives
The objectives for undertaking the research will be:
 To develop a suitable understanding of the concept of ethical consumerism
 To examine the dependence of business sustainability on the aspects of ethical
consumerism
 To examine the correlation between ethical consumerism and the sustainability in the
case of ShopHere
 To suggest recommended activities with the objective of enhancing the performance of
the organization while adhering to the needs of ethical consumerism
1.3Research questions
The research questions that will be considered for the study will be:
 What is the concept of ethical consumerism?
 How is business sustainability dependent on the aspects of ethical consumerism?
 How is ethical consumerism related to sustainability in the case of ShopHere?
 What are the recommended activities that might be undertaken by the organization with
the objective of enhancing the performance of the same while adhering to the needs of
ethical consumerism?

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2.Literature review
2.1Description of search process
The search process that will be initiated while improving the research study will be based
on the suitable identification of the research topic and the delineation of the basic variables. The
search process will be initiated through the utilization of the AAOCC criteria, which will support
in continuing with the accuracy and reliability of the literature that will be assessed for
supporting the study. The different steps that would be considered by the researcher while
searching the web articles and journals while retrieving information for the study will be
enumerated in this section of the study.
The articles will be retrieved from ProQuest library, which is available at
https://www.proquest.com/.
The keywords that will be utilized while searching the articles online will be:
 Ethical consumerism
 Business strategies
 Business sustainability
Accuracy and Authority of Web Documents
The assessment of the authenticity of the website will be based on the qualification of the author
and the authenticity of the URL that is being attached to the document. The verifiability of the
information would also support in retrieving information from the reliable and authentic sources.
Objectivity of Web Documents

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The objectives of improving the paper would be assessed for ensuring the efficiency of the
research study through avoidance of biased argumentation. Biased argumentation on ethical
consumerism might affect the quality of the current research. Therefore, the researcher will
examine the content that is being presented and the intended audience for the same. The
evaluation of the facts and information that are being presented in the study will support the
researcher in guiding the study towards a coherent understanding of the needs of ethical
consumerism for sustenance of businesses.
Currency of Web Documents
The evaluation of the online articles based on the last published date would support the
researcher in ensuring the current research might be initiated through exclusion of outdated
study. Exclusion of outdated concepts and models of sustainability would support the researcher
in continuing with the efficiency of the research study while adhering to the needs of guiding the
research towards an unbiased outcome. Therefore, the researcher will examine the publishing
date of the articles before considering the same for the study. It will support the same in
continuing with the efficiency of the current study while examining the impact of ethical
consumerism on the sustainability of the organizations.
Coverage of Web Documents
The evaluation of the coverage of the research study will support in maximizing the rate of
influence of the views and models that are made in the searched articles on the current study.
The wider coverage area of the research articles would ensure the quality of the current research
through the enumeration of broader concepts of sustenance and thereby narrow the study towards
understanding the influence of ethical consumerism and its impact on organizational sustenance.

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Therefore, the researcher will evaluate the coverage of the web documents which would support
the same in improving coherent argumentation of the different point of views while determining
the impact of ethical consumerism on the sustenance related factors of the businesses.
2.2Critical analysis of the literature
Sustenance related objectives of an organization is reliant on the customer centric
operations of the venture while operating in different markets. Deschamps et al. (2016) stated that
the values of sustenance is reliant on the effectiveness of the operations in adherence to the
demand of the customers while operating in different markets. On the other hand, Gröschl and
Gabaldon (2017) opined that the concept of ethical consumerism with the intent of reutilizing the
resources will support the businesses in ensuring the enhanced rate of profitability, adhering to
the conservational legislations. The minimization of the wastes from the production and supply
chain operations of the venture would support the same in improving the operations of the same
while operating in different markets.
Jacob (2018) stated that the different modifications that are initiated by the organizations support
the same in improving the potentials of the same while adhering to the sustenance related needs
of the customers. The enhanced rate of awareness among the customers related to the utilization
of environmental sustainable mechanisms has mandated for the organizations to enhance the
quality of operations. Jagannathan, Bawa and Rai (2018)stated that the different modifications in
the organizational operations are related to the development of sustainable operations while
adhering to the needs of the customers. In this relation, the sustenance related mechanism that
are initiated by the organizations support in improving the operations of the same while
considering the market demand. The affordability of the customers play a major role in
promoting the values of ethical consumerism. In this connection, Rambe (2018) opined that the

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organizations must take steps to develop suitable frameworks for positioning their sustainable
propositions based on the assessment of the demand ad affordability of the customers in the
different markets.
On the other hand, Coons (2013) argued that the efficiency of the organizations in
promoting the sustainable mechanisms are reliant on the financial capabilities of the same to
upgrade their machinery and influence the technological expansion. The development of reusable
offerings would support the venture in minimizing the rate of expenditures through optimum
utilization of resource and reduction of wastes. The reduction sin the level of wastes in the
organizations support the same in continuing with the efficiency of the operation in adherence to
the needs of an ethical consumer. Moreover, the reduction in the operational costs would support
the ventures in improving the potentials of the same through strengthening the R&D operations.
Venkatraman and Nayak (2015) stated that the sustainable operations of the ventures sadist
the same while continuing with the efficiency of the operations in adherence to the demand of
the customers. The efficiency of the sustainable mechanisms supports an organization in
improving the CSR initiatives. The customer centric operations of an organization support the
same in improving the propositions of the same while adhering to the interests and the
preferences of the consumers. Wilson (2015) stated that the different modifications in the
organizational operations are reliant on the effectiveness of the changes in the customer
preferences and concerns. In this relation, the enhanced rate of concerns that are faced by the
customers relating to moral buying has supported the ventures in designing sustainable
operations.
The ethical consumerism related approach is related to the morality of controlling the rate of
consumption. In this relation, the organizations might take steps to develop a range of offerings

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that are reutilized with the objective of conserving the non-renewable resources as per the
concerns of the community stakeholders. Byrch et al.( 2015) stated that the development of the
operation sin adherence to the demand of the customers support an organization in adhering to
the conservative approaches relating to ethical consumerism. The aspects of ethical consumerism
clearly enumerates the different changes that might be considered by the organizations while
improving the operations for sustenance. The sustenance of the organizations are reliant on the
factors relating to economic, social and environmental considerations. The enhanced rate of
operations of the organizations and the improvements in the offerings would support the ventures
in supporting the economic sustenance related objectives. On the other hand, Zaharia and Zaharia
(2015) stated that the delineation of the social and environmental protection related needs also
develops the organizational capabilities of enhancing the rate of sustenance in the competitive
markets. Therefore, the development of a suitable understanding of the different sustenance
related factors depending on the conservation related needs of the customers would support the
same in continuing with the efficiency of the operations.
2.3Implications and Conclusion
The delineation of the ethical consumerism would supported organization in continuing
with the efficiency of the propositions. The development of the different operations supported
the ventures in improving the potentials while addressing the needs of the customers. The
research will support the organizations in identifying the common concerns that are being faced
by the consumers related to moral buying d the manner in which the activities might be
remodeled with the objective of adhering to the needs of the customers. Therefore, from the
above analysis it might be stated that the customer centric operations of the ventures are related

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to the effectiveness of the propositions based on the delineation of the morality of the consumer
buying behavior.

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References
Byrch, Christine, Markus J. Milne, Richard Morgan, and Kate Kearins. 2015. Seeds of hope?
exploring business actors’ diverse understandings of sustainable development. Accounting,
Auditing & Accountability Journal28, (5): 671-705,
https://search.proquest.com/docview/2076272010?accountid=30552 (accessed June 7, 2019).
Coons, Rebecca. 2013. Corporate social responsibility: Pursuing the triple bottom line. Chemical
Week 175, (15) (May): 21, https://search.proquest.com/docview/1418431752?accountid=30552
(accessed June 7, 2019).
Deschamps, Thalía Campos, Bruce Carnie, and Ningtao Mao. 2016. Public consciousness and
willingness to embrace ethical consumption of textile products in mexico. Textiles and Clothing
Sustainability 2, (1) (04): 1-16, https://search.proquest.com/docview/1784031070?
accountid=30552 (accessed June 7, 2019).
Gröschl, Stefan, and Patricia Gabaldon. 2017. Leading resistance to doing business as usual
**. Management Revue 28, (2): 204-226, https://search.proquest.com/docview/2154983369?
accountid=30552 (accessed June 7, 2019).
Jacob-John, Jubin. 2018. Adherence to responsibility in organic dry food supply
chains. European Business Review 30, (1): 26-37,
https://search.proquest.com/docview/1986570107?accountid=30552 (accessed June 7, 2019).
Jagannathan, Srinath, Anupam Bawa, and Rajnish Rai. 2018. Narrative worlds of frugal
consumers: Unmasking romanticized spirituality to reveal responsibilization and de-
politicization: JBE JBE. Journal of Business Ethics(05): 1-20,
https://search.proquest.com/docview/2046928697?accountid=30552 (accessed June 7, 2019).

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Rambe, Patient. 2018. Reconciling business social responsibility goals, activities and practices in
hospitality SMMES in an emerging economy. African Journal of Business and Economic
Research 13, (1) (04): 177-218, https://search.proquest.com/docview/2063821212?
accountid=30552 (accessed June 7, 2019).
Venkatraman, Sitalakshmi, and Raveendranath Ravi Nayak. 2015. Relationships among triple
bottom line elements. Journal of Global Responsibility 6, (2): 195-214,
https://search.proquest.com/docview/2131867850?accountid=30552 (accessed June 7, 2019).
Wilson, John P. 2015. The triple bottom line. International Journal of Retail & Distribution
Management 43, (4): 432-447, https://search.proquest.com/docview/2116078218?
accountid=30552 (accessed June 7, 2019).
Zaharia, Ioana, and Constantin Zaharia. 2015. THE GROWTH OF ENVIRONMENTALLY
SUSTAINABLE CONSUMERISM. Economics, Management and Financial Markets 10, (2)
(06): 115-120, https://search.proquest.com/docview/1697782634?accountid=30552 (accessed
June 7, 2019).

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A summary table
Author Title/ journal Date Issue/ volume/ pages
Byrch, Christine,
Markus J. Milne,
Richard Morgan, and
Kate Kearins
Seeds of hope?
exploring business
actors’ diverse
understandings of
sustainable
development/
Accounting, Auditing &
Accountability
2015 Journal28, (5): 671-
705
Coons, Rebecca Corporate social
responsibility: Pursuing
the triple bottom line/
Chemical Week
2013 175, (15)
Deschamps, Thalía
Campos, Bruce
Carnie, and Ningtao
Mao
Public consciousness
and willingness to
embrace ethical
consumption of textile
products in mexico/
Textiles and Clothing
Sustainability
2016 2, (1) (04): 1-16
Gröschl, Stefan, and
Patricia Gabaldon
Leading resistance to
doing business as usual/
2017 28, (2): 204-226

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**. Management Revue
Jacob-John, Jubin Adherence to
responsibility in organic
dry food supply chains./
European Business
Review
2018 30, (1): 26-37
Jagannathan,
Srinath, Anupam
Bawa, and Rajnish
Rai
Narrative worlds
of frugal consumers:
Unmasking
romanticized spirituality
to reveal
responsibilization and
de-politicization: JBE
JBE./
Journal of Business
Ethics
2018 (05): 1-20
Rambe, Patient Reconciling business
social responsibility
goals, activities and
practices in hospitality
SMMES in an emerging
economy./
African Journal of
2018 13, (1) (04)

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Business and Economic
Research
Venkatraman,
Sitalakshmi, and
Raveendranath Ravi
Nayak
Relationships among
triple bottom line
elements. /
Journal of Global
Responsibility
2015 6, (2): 195-214
Wilson, John P. The triple bottom line./
International Journal of
Retail & Distribution
Management
2015 43, (4)
Zaharia, Ioana, and
Constantin Zaharia
THE GROWTH OF
ENVIRONMENTALL
Y SUSTAINABLE
CONSUMERISM./
Economics,
Management and
Financial Markets
2015 10, (2) (06): 115-120