Corporate Acquisition of Ethical Brands and Their Possible Impact upon Conscious Consumers
McEachern, M & Carrigan, M 2009 'Corporate Acquisition of Ethical Brands and Their Possible Impact upon Conscious Consumers', in: Solomon, M & Bamossy, G & Askegaard, S & Hogg, M (eds.), Consumer Behaviour: A European Perspective, 4th edition, Prentice-Hall Europe, London, UK.
This case-study provides some insights into how ethics fit (but not always comfortably) into the ethically-conscious consumers overall framework of decision making, where they are trying to achieve certain goals (e.g. local sourcing of products, environmentally friendly practices; fair trade) but simultaneously have to balance ethical choices with the challenges of everyday life.
Consumer Behaviour: A European Perspective