Categorizing Consumers of Ethical Products

Michael Long

Research output: Contribution to conferencePaperpeer-review


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.
Original languageEnglish
Publication statusPublished - Aug 2011
Event106th American Sociological Association Annual Meeting - Las Vegas
Duration: 1 Aug 2011 → …


Conference106th American Sociological Association Annual Meeting
Period1/08/11 → …
Internet address


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