Drivers of ethical consumption: A cross-cultural comparison

Abstract

Ethical consumption covers a diverse range of areas including environmental concerns, fair trade, consumer boycotts, voluntary simplicity and sustainable consumption. They are driven by motivations and values which vary from culture to culture. A detailed qualitative research was conducted regarding ethical consumption, motivations behind them and core values driving them in two dissimilar societies. The data gathering was done by in-depth, open ended interviews from 72 respondents in Pakistan and 70 in New Zealand. Laddering technique was applied to analyse them. Values revealed by respondents were mapped on to the Schwartz value scale. Analysis revealed that ethical consumption choices in Pakistan were influenced by motivations like religiosity, concern for health, environment and frugality. They were driven by values like tradition, conformity, universalism, hedonism, achievement and security. In New Zealand, ethical choices were mostly related to the pollution reduction, environmental protection and purchase of local products. They were driven by values like universalism, achievement and hedonism. The research helps governments devise policies to promote ethical consumption. It aids marketers, market products which appeal to societal norms and values.