What question did this study set out to answer?

To investigate whether consumers value ethical behaviour in their purchase decisions and its impact.

The myth of the ethical consumer – do ethics matter in purchase behaviour?

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This article examines consumer care about ethics affecting purchase behaviour, suggesting ways to encourage ethical marketing engagement.

To investigate whether consumers value ethical behaviour in their purchase decisions and its impact.
Conducted focus group discussions to gather insights from consumers.
Analyzed conflicts and challenges related to ethical marketing practices.
Consumers' awareness of ethical issues does not always impact their choices favorably.
No significant correlation found between ethical awareness and positive purchase behaviour towards ethical companies.

Carrigan et al. (2001) studied this question.

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