The conscious consumer: taking a flexible approach to ethical behaviour
The conscious consumer: taking a flexible approach to ethical behaviour
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有意识的消费者：采取灵活的道德行为方式
DOI：
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发表时间：
2009
期刊：
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通讯作者：
M. McEachern
中科院分区：
文献类型：
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作者：
Isabelle Szmigin;M. Carrigan;M. McEachern
本文认为，道德购买被称为有意识的消费者。有意识的消费者仍然是一个“正在进行的工作”，并提出了一个复杂的行为组合;在寻求道德的替代品，其他社会和经济力量影响他们的行为（如家庭，便利，价格），使积极的道德选择并不总是作出。以这种方式考察道德消费揭示了“竞争的优先级，矛盾的结果，以及在真实的决策过程中达成的妥协的性质”。我们确定了两个领域的理论相关的概念化，这样的消费者，灵活性和失调理论。定性研究的参与者确定为有意识的消费者进行。正如预期的那样，参与者揭示了一系列关于他们道德购买的往往相互矛盾的行为。灵活性和失调理论的相关性，他们的行为进行了讨论。
This paper considers the ethical purchasing of what is described as conscious consumers. Conscious consumers remain a ‘work in progress’, and present a complex mix of behaviours; while seeking ethical alternatives, other social and economic forces impact on their behaviour (e.g. family, convenience, price) such that positive ethical choices are not always made. Examining ethical consumption in this way reveals the ‘competing priorities, paradoxical outcomes, and the nature of compromises reached in real decision processes’. We identify two areas of theory relevant to the conceptualization of such consumers, flexibility and dissonance theory. A qualitative study of participants identified as conscious consumers was undertaken. As anticipated, the participants revealed a range of often contradictory behaviours regarding their ethical purchases. The relevance of flexibility and dissonance theory to their behaviour is discussed.