We are what we eat: The demise of the ethical grocery shopper

Mortimer, Gary (2011) We are what we eat: The demise of the ethical grocery shopper. The Conversation, October(10).

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In 1954, American consumer behaviour academic, Gregory Stone identified four different types of consumers. Consisting of 150 in-depth interviews, Stone’s research found there was an “economic” shopper, who was after bargains, a “personalising” shopper, who liked interaction with staff, and an “apathetic” shopper, who was disillusioned and unengaged in shopping activity. Then there was the “ethical” grocery shopper – consumers who demonstrated a moral obligation to patronise local merchants, purchase locally produced products and felt the need to “shop where they ought to”. This ethical shopper was willing to sacrifice lower prices, convenience and range, in order to “help the little guys out”.The idea of the ethical shopper has since taken hold in mainstream retailing. But my new research has suggested that socially responsible consumption may be a thing of the past.

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ID Code: 92648
Item Type: Journal Article
Refereed: Yes
Keywords: Retail, Supermarkets, Shopping Behaviour, Ethical Shopping Behaviour, Groceries
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 04 Feb 2016 23:51
Last Modified: 09 Feb 2016 04:15

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