To read the full version of this content please select one of the options below:

Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market

Marylyn Carrigan (Senior Lecturer in Marketing, Birmingham Business School, University of Birmingham, Birmingham, West Midlands, UK)
Isabelle Szmigin (Senior Lecturer in Marketing, Birmingham Business School, University of Birmingham, Birmingham, West Midlands, UK)
Joanne Wright (Research Associate, Birmingham Business School, University of Birmingham, Birmingham, West Midlands, UK)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 October 2004

Abstract

This paper presents an interpretive study of older consumers and their potential for ethical consumption. Although latterly marketers are recognising the value of older consumers, research has not yet examined their attitudes and behaviour towards ethical consumption. From the collection of individual interviews conducted for this study, it would seem that older people share a sense of moral responsibility in their purchase behaviour, and as a community are willing to engage in affirmative purchasing and boycotting. Although there are perceived barriers to their participation in broader ethical purchasing activities, they would appear to be a potentially significant force in the consumer resistance movement. The findings suggest that as a group, older consumers should be considered as an important target market for ethical marketers who wish to benefit from their collective sense of social obligation.

Keywords

Citation

Carrigan, M., Szmigin, I. and Wright, J. (2004), "Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market", Journal of Consumer Marketing, Vol. 21 No. 6, pp. 401-417. https://doi.org/10.1108/07363760410558672

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited