Achieving goals of ethical consumption : assessment of target criteria for the comparison of organic and locally purchased products with a modified scoring model

Abstract

The increasing importance of ethical consumption is reflected through the rising numbers of consumers of ethically certified products. In this context the purchasing of organic products is widely regarded as major approach to consume in line with ethical criteria. However, also local purchasing gains importance for consumers. This study consequently intends to identify ethical consumption goals as related to organic and local purchasing, to reveal differences and commonalities between the two options and to assess the types of relationships that exist between the respective ethical criteria. Therefore, an integrated research review is conducted that aims on the development of a hierarchical framework of ethical consumption goals. The gathered information is furthermore analysed for its applicability in a modified scoring model that assesses the alignment of products and ethical consumption motives of individual consumers. It is revealed that even though consumers perceive a stronger linkage of certain ethical values with either local or organic purchasing, the consumption goals generally overlap and can thus be applied in a common model. However, the purchasing concepts appear to be unclear to consumers and linkages with social and non-ethical criteria increase the confusion and insecurity. Additionally, it is found that relationships between single ethical target criteria are not perceived as relevant and can thus be neglected in the model. Based on these results it is argued that the development of a model that supports purchasing decisions guided by ethical criteria is a viable approach, if it reflects all possible ethical consumption goals and provides sufficient transparency.