Exploring the Myth of the Ethical Consumer

Abstract

Sustainability is becoming a more and more important topic for businesses today. This thesis explores the place of the consumer in relation to ethics and the factors that influence them. The author shows the relationship existing between governments and their effect on the “ethical” consumer. Then the author contends the existence of the “ethical” consumer, while trying to define their values. The author concludes that even if certain “ethical” consumers take into account “ethical” values, the actions are not enough to be truly sustainable. Finally, the author examines the future of sustainability, and ways to decrease the impact gap created by consumers in general.