Categorizing Consumers of Ethical Products

Michael Long

Categorizing Consumers of Ethical Products

Michael Long

Research output: Contribution to conference › Paper › peer-review

Abstract

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 language	English
Publication status	Published - Aug 2011
Event	106th American Sociological Association Annual Meeting - Las Vegas Duration: 1 Aug 2011 → … http://www.asanet.org/

Conference

Conference	106th American Sociological Association Annual Meeting
Period	1/08/11 → …
Internet address	http://www.asanet.org/

Cite this

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abstract = "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.",

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AB - 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.

M3 - Paper

T2 - 106th American Sociological Association Annual Meeting

Y2 - 1 August 2011

ER -

Categorizing Consumers of Ethical Products

Abstract

Conference

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