The Ethical Consumer And The Blue Light Special
The Wall Street Journal published some interesting research on consumer purchasing behavior as regards ethically produced products. The study conducted by a doctoral student at Western Ontario University, studied the price consumers were willing to pay under various circumstances.
The researchers studied coffee and asked consumers to determine how much they would pay for ethically produced coffee; how much they would pay for coffee produced by an unethical company and then tested at what level a product is considered ethically produced.
There were a variety of different permutations in the study but the results were a bit surprising!
