ETHICAL CONSUMPTION: WHAT MAKES PEOPLE BUY "ETHICAL" PRODUCTS

Abstract

Consumers express their ethics through their consumption decisions. The article examines the preferences of Czech respondents in the area of ethical consumption. The aim of the study is to find out the respondents’ attitudes towards ethical shopping. We apply a series of ordinal regression analyses to analyse data from a survey (N=1670; aged 15–93 years, M ± SD: 35.51 ± 16.82; 62.00% women; 32.10% with higher education) conducted in 2021. In some cases, the survey results are compared with surveys on the same topic conducted in 2016 and 2018. The research found that customer interest in purchasing is growing, but this trend has not yet manifested itself in the volume of purchases. Beyond the reasons, the decision to buy, ignore ethical products or boycott unethical products is largely linked to the natural interest in and availability of information about “ethical shopping” in general and “ethical” products. The results suggest that personal responsibility is the most important reason for ethical shopping. Poor availability in the sales network, disinterest and higher prices were the most significant reasons for not buying "ethical" products. This research extends existing studies by examining the reasons for purchasing or ignoring so-called ethical products in relation to the intensity of their purchase. We believe that the results of the research can be used as baseline data to support targeted ethical purchasing, for example through education. Implications for Central European audience: To achieve long-term sustainability, current patterns of behaviour and consumption need to change at all levels. Environmental protection and sustainability are now increasingly implemented in most EU policies, programmes and regulations. In the case of Central European economies, the transition towards sustainable and environmentally neutral practices is still delayed. One of the key prerequisites for sustainable development and its further expansion is sustainable consumption at the level of consumers. The results of our analysis can be used to broaden awareness and raise shoppers’ understanding as an important tool to increase ethical consumption behaviour.