Do consumers really care where products come from and how they are
made? Is there such a thing as an ethical consumer'? Corporations
and policy makers are bombarded with international surveys
purporting to show that most consumers want ethical products. Yet
when companies offer such products they are often met with
indifference and limited uptake. It seems that survey radicals turn
into economic conservatives at the checkout. This book reveals not
only why the search for the ethical consumer' is futile but also
why the social aspects of consumption cannot be ignored. Consumers
are revealed to be much more deliberative and sophisticated in how
they do or do not incorporate social factors into their decision
making. Using first-hand findings and extensive research, The Myth
of the Ethical Consumer provides academics, students and leaders in
corporations and NGOs with an enlightening picture of the interface
between social causes and consumption. A half-hour documentary
capturing interviews with consumers in eight countries is included
on an accompanying DVD."
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DVD-ROM
