The Problematics of Being an Ethical Consumer in the Marketplace: Unpacking the Concept of Ethical Consumer Literacy

Papaoikonomou, Eleni; Gineis, Matías; Alarcón, Amado

Abstract:

The United Nations’ 2030 Agenda and Sustainable Development Goals highlight the need to deal with the unprecedented environmental crisis, protect human rights, and promote equality. Therefore, it is timely and important to open a discussion about consumer literacy in relation to the social and environmental aspects of consumption, especially since previous research has emphasized the difficulties involved in being an ethical consumer. This article unpacks the concept of ethical consumer literacy, distinguishes between different levels of ethical consumer literacy, and explains the potential implications for educators and policy makers. Ethical consumer literacy refers to a consumer's ability to consume in a way that will not have a negative social, animal, or environmental impact. The data set includes the consumer diaries of 53 ethically oriented consumers, which were analyzed qualitatively. Four main dimensions linked to the notion of ethical consumer literacy emerged: (1) defining ethical consumer behavior, (2) searching for information, (3) managing information in the ethical consumer context, and (4) engaging in ethical consumer leadership. The authors identify two levels of ethical consumer literacy depending on participants’ skills in these areas: basic and advanced. Instead of placing the responsibility on individual consumers, governments should increase ethical consumer literacy.

Year:

2023

Type of Publication:

Article

Journal:

Journal of Public Policy & Marketing

Volume:

43

Number:

2

Pages:

133-150

DOI:

https://doi.org/10.1177/07439156231202746