Categorizing Consumers of Ethical Products

Long, Michael (2011) Categorizing Consumers of Ethical Products. In: 106th American Sociological Association Annual Meeting, 20-23 August 2011, Las Vegas.

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In this paper I use the results of a study of Colorado consumers of organically grown, fair trade and locally grown food, to create categories of consumers of ethical products. Survey results indicate that large percentages of the population of Colorado engage in ethical consumption, making it a good location to understand the various motivations of ethical consumers. I then use the results of focus group discussions to form four categories of ethical consumers which I label, Identity Creators, Risk Managers, Moral Consumers and Political Consumers.

Item Type: Conference or Workshop Item (Paper)
Subjects: L300 Sociology
Department: Faculties > Arts, Design and Social Sciences > Social Sciences
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Depositing User: Becky Skoyles
Date Deposited: 18 Nov 2015 11:14
Last Modified: 12 Oct 2019 19:31

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