Background: Makeup has become the fastest‐growing beauty category in the last years, partly due to the effects of the digitalisation, and the growing importance conferred upon the digital image. Consumers are becoming increasingly aware of the business practices behind the goods they buy, and the impact of their purchases on the environment, and the human and animal welfare. However, not always ethical intentions are translated into purchases. This gap between the intention and the actual behaviour, also known as “I-B gap”, has been researched within the sectors of food or clothing; however, it remains unexplored in the case of makeup. Purpose: This thesis aims to explore the main reasons leading to the I-B gap in reference to ethical makeup. Method: An exploratory qualitative study based on 14 semi-structured interviews was conducted among European millennial females. Conclusions: The yawning gap existing between intention and behaviour towards ethical makeup is shown in this paper, as well as the factors that explain it. Despite the positive overall attitude and intention of the sample towards such products, the general lack of awareness associated with the ethical makeup is evidenced. Furthermore, the store environment, ranging from the products display and visibility, to the customer service, and the samples’ trial availability, exert a major influence on purchase. In addition, the brand or product attachment may play a crucial role in the final purchase decision. More specifically, this research reveals that consumers appeared to remain loyal towards makeup products that they are already satisfied and familiar with. These aspects seem to represent a challenge to overcome by ethical makeup companies, since above the ethical credentials, customers value other aspects such as the effectiveness, the suitability of the product with the skin type, the quality-price balance, the availability or the variety.

The rise of ethical consumerism has contributed to that organisations increasingly include CSR policies in their business and marketing strategies. Consumers want to make more ethically based purchasing decisions, and are guided by organisations’ ethical claims and by product labels. However, there are many different ethical organisations and labels on the market today and consumers find it difficult to separate them and know what each of them stands for. Ethical consumerism stems from green consumerism and has contributed to the development and rise of the Fair Trade movement. The general idea of Fair Trade is to support producers in poor countries, and by purchasing Fair Trade products consumers can contribute to realising the Fair Trade objectives. Previous research has identified a gap between consumers’ attitudes and actual behaviour regarding Fair Trade consumption. Consumers clearly express a positive attitude towards the Fair Trade movement and Fair Trade products, but their attitudes are not reflected in actual purchases. Researchers suggest that the gap could depend on lack of information and proof that Fair Trade actually contribute to better working and living conditions of producers in poor countries, but this had not yet been investigated. Our main purpose with this degree project is to identify factors that could affect the attitude-behaviour gap, and more precisely how access to information affects the existing gap. Our conclusions and recommendations are providing valuable insights for Fair Trade and other ethical organisations and businesses that are part of ethical value chains. We therefore formulated the following research question: In what ways can Fair Trade certification organisations and retailers diminish consumers’ attitude-behaviour gap in Fair Trade consumption? In order to answer our research question, we formulated the following four sub-purposes; to investigate the dialogue between Fairtrade and consumers; to investigate how Fairtrade and retailers communicate and share information with each other; investigate retailers’ expected and perceived responsibility as part of the Fairtrade value chain; identify what factors consumers believe are important regarding Fairtrade and their Fairtrade consumption. Our study is delimited to Sweden and is based on content analysis of communication between Fairtrade Sweden, consumers and retailers, on Fairtrade Sweden's Facebook page. The study has both qualitative and quantitative characteristics, although focus is on qualitative data analysis. We collected a total number of 1671 posts and comments, where 357 were published by Fairtrade, 1215 by consumers and 99 by retailers and other businesses. All data were collected and categorised manually and copied into an excel sheet where each post and comment were coded. The analysis and discussion of our empirical findings are further based on theory within the fields of Fair Trade consumption, ethical and political consumerism, online communication, retail marketing and branding. The main findings from this research are that consumers view retailers as an important actor in the Fair Trade value chain. Consumers put high value in communication and cooperation between Fair Trade and retailers, but these two actors have not realised the advantages and opportunities of it. We have also observed that consumers seek to maximise utility and that the existing attitude-behaviour gap thereby is influenced by several factors. Branding and labelling within Fair Trade consumption are important for consumers' purchasing decisions. Although, we have observed that product brands that have the Fairtrade mark are perceived as more important than the Fairtrade brand itself. Consumers are loyal to brands and do not show a willingness to switch brands to buy a Fairtrade marked product. Moreover, Fair Trade consumption is influenced by other ethical and environmental concerns. Consumers want Fair Trade organisations to be ethical and also environmentally friendly at all stages and throughout the entire value chain.

The research subject in the study is conducted on the members of Consumers¡¦ Foundation, and the study intends to realize their behavior intention of ethical consumerism. The study derives from the theory of planned behavior of Ajzen, by utilizing questionnaires and surveys to verify those pre-factor variables for the inclusion of personal aspect toward the behavior (AT), subject norm (SN), and perceived behavior control (PBC), and those post-factor variables are identified by personal behavior intention of ethical consumerism. Ultimately statistical analysis is performed based on information obtained from the survey. 75 copies of valid questionnaires are acquired from those 100 published, among them 23 copies from males (30.7%) and 52 from female (69.3%) in the study. The statistical analysis finds that the factors which affect the members to take action in behavior intention of ethical consumerism include ¡§subject norm (SN, £]=0.471)¡¨, ¡§attitude toward the behavior (AT, £]=0.454)¡¨, and ¡§perceived behavior control (PBC, £]=0.387)¡¨ and that subject norm being the most influential. Furthermore, the result also finds the participants agree on the following conclusions: 1. Ethical consumerism manifests to be most effective in minimizing the damage to the natural environment. 2. Organizations of consumer protection concur on ethical consumerism and it is executed based on their opinions and inputs. 3. Relevant information related to ethical consumerism can be difficult to acquire; therefore, the key factor is rather informational rather than financial. 4. Information on ethical consumerism is obtainable from organization of consumer protection, magazines, periodicals and experts. Nevertheless, 11.7% of the surveyed participants are unfamiliar with the terminology and practice. 5. The anticipation of willingness to adopt ethical consumerism will elevate.

As one of the most traded commodities worldwide and a staple in most Westerner’s diets, coffee has long suffered from a controversial reputation on the basis of unsustainable practices pertaining to flora, fauna, and humans. The new specialty coffee movement, which also purports itself to be actively engaging with and promoting more pro-environmental values, and the interlinkage with its unique customer base are the focus of this research. This thesis seeks to analyze whether said consumers represent a niche of ethical consumerism, which would reflect back on the movement as whole as an advocate of the human rights tradition. Through the use of attitude surveys, it was found that there is a significant part of the consumer base considerably involved with sustainability issues. This, however, does not apply to all of the sample group.

Fair trade offers an alternative market for handicraft producers in Peru, connecting them to buyers in the Global North. This market connection means that formerly utilitarian and traditional handicrafts must now satisfy the changing desires of consumers with whom artisans have no direct contact. In this dissertation, I examine the connections between Peruvian artisans and Northern importers as mediated through Manos Amigas (MA), a fair-trade handicrafts-distributing organization based in Lima. From its intermediary position in the fair-trade network, MA aims to design products that will sell to Northern clients while supporting Peruvian artisans—many of whom are Quechua-speakers and Andean migrants—and adhering to the principles of MA’s fair-trade certifier, the World Fair Trade Organization. The dissertation is based on eleven months of ethnographic fieldwork involving participant observation, semi-structured interviews, and analysis of audio and audio-visual recordings of product-innovation meetings, clients’ visits with artisans, and other interactions. I examine the ways in which, and the extent to which, MA, through its implementation of fair trade, translates fair-trade principles into practice, supports the use of indigenous languages and artisanal traditions, and fosters transparent communication. I find that artisans are quite often excluded from important fair-trade conversations. In product-innovation meetings that involve MA staff members, Northern clients, and only sometimes artisans, the participants negotiate such product attributes as tradition, authenticity, “Peruvianness,” and desirability. Through my analyses, I demonstrate the varied meanings that these attributes have for different participants in fair trade. Even when artisans are included in meetings with Northern clients, much of the talk that occurs is not translated into Spanish for the artisans’ benefit. Artisans’ speech, on the other hand, is often translated into English for clients’ benefit, making translation largely unidirectional. This contributes to the knowledge and experience of the Northern visitor but does not increase artisans’ understanding of consumer trends or of clients’ reactions to their products. Translation practices thus tend to perpetuate unequal relationships that keep artisans at a disadvantage. Manos Amigas offers an example, overall quite successful, of how fair trade can be implemented. There is always room for improvement, however—ways to uphold fair-trade principles more strongly and ways to support artisans more effectively. Throughout the dissertation, I indicate ways that fair trade and conventional trade are similar and present comparable pitfalls. Competition, discrimination, poverty, and ideologies of gender that tend to keep women from powerful and well-paying positions are some of the challenges that artisans consistently face. I demonstrate numerous ways that fair trade—through certification and auditing, flexible interpretation of fair-trade principles, unidirectional translation practices, and client control over product designs—perpetuates asymmetrical power relations and Southern dependence on the North. / Anthropology

Although the United States is the world's leading consumer nation, limited empirical research exists on the relationship between consumer choices and political participation. This study provides the first quantitative analysis of the demographic characteristics, motivations, and political activities of political and ethical consumers in the United States. Ethical consumers are broadly defined as socially responsible consumers including the subset of political consumers. Political consumers, while also socially responsible, are primarily concerned with achievement of political or social change through purchasing decisions. While political and ethical consumers engage in similar behaviors, the distinguishing factor between the two is motivation. Participation in both political and ethical consumerism is measured through buycotting (intentionally purchasing) or boycotting (intentionally abstaining from purchasing) of particular products or companies. Based on data from the 2002 National Civic Engagement Survey II, this study finds income and education significantly predict participation in political and ethical consumerism, while race and gender do not. Across political parties, the stronger a respondents' political affiliation, the less likely they are to boycott or buycott. This study also finds the primary motivation of participation for 80 percent of boycotters and buycotters is altruistic (ethical consumerism) rather than the achievement of political objectives (political consumerism). Additionally, political and ethical consumers indicate little belief in the ability for their purchases to alter business practices and do not consider their actions a part of organized campaigns. Political and ethical consumers are politically active and individuals who contact public officials, protest, and sign email or written petitions are significantly more likely to boycott or buycott than those who do not. In lieu of these findings, suggestions are offered to consumer-activist groups and social change organizations concerning rationales of consumer motivation and political engagement in the hopes this information will be utilized to mobilize a broader base of citizen-consumers. / Ph. D.

Fair trade is an alternative approach to international trade. It is both a social movement and an economic approach that aims to make trade fair for the many small scale producers disadvantaged in international trade. This thesis explores the discursive devices used by fair trade organisations to promote fair trade. These devices have two roles: to promote an ethical connection from consumer to producer and to involve the consumer in the work of fair trade through purchasing behaviour and political action. This second role refers to the politicisation of consumption whereby shopping becomes an act of political solidarity with disadvantaged producers. I explore these devices through narrative analysis, focusing on a thematic analysis of Trade Aid’s publication, Vital. My research is framed by Michael Goodman’s (2004) work on the semiotic production of fair trade. The concept of a reflexive consumer is explored. This is the idea that consumer awareness of the conditions surrounding production can lead to purchasing decisions that reflect care for the distant producer. This opening up of the concept of consumption involves an active and engaged consumer who chooses to purchase fair trade because they feel a connection to the work of these organisations. I am interested in the particular form this information takes in Vital. I apply narrative research methods to explore the meta-narrative of fair trade promoted in Vital that tells the reader about the work of fair trade organisations, the impact this has on the lives of producer and how they can be involved in the story as a consumer and as a global citizen.

In recent years, second-hand products have received more attention and the demand for secondhand products has increased. In line with the demand for second-hand products, ethical consumption has also increased. There have been earlier studies done on ethical consumption and the drivers of its consumers. Meanwhile, there is a lack in the research regarding what it is that drives and motivates consumers to purchase second-hand products. The purpose of this study was to explore what drives and motivates consumers to shop second-hand products. The study used a qualitative method. The data was collected through interviews with employees and volunteers at second-hand stores, and through a focus group with second-hand customers. The empirical findings show that there are various drivers and motivations for second-hand consumption. However, there are some drivers and motivations which are more common than others. The conclusion is that consumers are motivated and driven by various factors. They are motivated by consumer responsibility, decrease of impulse purchases and reference groups. They are driven by dissonance, self-fulfillment, thrill of the hunt and finding unique products.

This study, that is a research and product development process, is based on sustainable development and the negative impacts of the growing consumption, and wear-and-tear habits of today’s society. The way we handle our resources, from mine to landfill cause devastating effects on the climate. LAST, is a multi-functional table made from wooden waste materials, that represents product design that allows the user to build a strong, long-lasting relationship with the product. The table is versatile, allows easy dismantling and incorporates qualities that create an incentive for the user to build an attachment to it to increase its lifetime. This has been done through applying different strategies within emotional design, product attachment and design for sustainability as well as applying knowledge within timeless design, aesthetic nourishment. The Japanese philosophy of Wabi Sabi has acted as inspiration to help navigate the projects design proposal that could allow for the user to appreciate their product for longer and indorse product longevity. The research question for the study is as follows: How can you promote product longevity by means of product design for sustainable development?

During the last few years, Cancel culture became a significant part of the social mediaculture. The new phenomenon aims to call out people or companies that have acted in a wayt hat does not go with the values of the consumers, which leads to a canceling. Companies got canceled and had to adjust their crisis communication to the consumers in order to repair the companies image. The consumers in question are mainly Millennials and Generation Z who tend to be ethical consumers that focus on social injustice. This leads to bigger pressure on companies to act and adjust their crisis communication accordingly. The purpose of this study is to investigate what kind of crisis communication could be used during a canceling. A statement from two canceled companies, Oatly and Starbucks, will be examined based on their crisis strategies and rhetorical strategies. Both companies claim that their actions in areas, such as climate change and social injustice, are correct and they try to convince thee thical consumers that they can be trusted as an ethical company. The study revealed that both companies used established strategies in their crisis communication, which did differ from one another. Both companies claim that their actions in areas, such as climate change and social injustice, are correct and they try to convince the ethical consumers that they can be trusted as an ethical company. Oatly communicated in a transcendent way and stood firmly by their actions, whereas Starbucks promised to change their actions.