Katja H. Brunk

Shedding Light on the Ethical Consumer Debate: Evidence from a Qualitative Investigation of Body Shop Consumers

Grounded in the socio-historical debate on the negative impact of globalization and the subsequent rise of the ‘powerful and greedy’ corporation, issues of sustainability, business ethics, and Corporate Social Responsibility (CSR) have taken center stage in the media. While awareness and perceived importance of corporate morality have been growing, controversy still surrounds the reaction of the public to un/ethical or socially ir/responsible firm behavior, specifically the question to what degree ethical considerations play a role in real-life consumption practices and purchase decisions.