In the last quarter of the 20th century, a rise in ethical consumption attracted researchers (Harrison et al., 2005; Newholm & Shaw, 2007). One of the first researchers to study “green market” was Mintel (1994) who reported that consumers increasingly adjust their buying habits based on ethical issues. Some of the ethical issues that affected their shopping habits were; the impact on the environment, fair trade and animal testing (Mintel, 1994).
A number of possible explanations have been put forward for the rise of ethical consumption, for example, Strong (1996) suggested that increase of ethical consumption could be a result of greater media coverage and therefore greater information of this topic, as well as the increased number of alternative and diverse products. Others such as Dickinson and Carsky (2005) suggested that individuals from richer countries, apart from having a need to fulfil their basic needs have now become responsible for their consumption behaviour (Newholm & Shaw, 2007). This links to Maslow’s hierarchy (reference) of needs (Newholm & Shaw, 2007), Brooker (1976) found that conscious consumers scored high on self-actualisation.
The changes in consumerism affected markets (Newholm & Shaw, 2007). Researchers such as Auger et al., (2003) started to question whether consumers will be willing to pay extra for those ethical products. Roberts (1996) suggested that greater concerns of environmental damage would be likely to result in an increased number of ethically responsible markets. Nicholls (2002) said that ethical consumers are an opportunity for markets to develop, suit their needs, and increase their competitive advantage. The number of research which aimed to portray ethical consumer has increased, this was done to inform markets (Crane, 2005).
Crane (2000) argues that due to the increase of ethical consideration and consumerism, retailers are now taking more care when approaching and interacting with consumers, as well as when presenting products to them. As the issue of sustainability increases, the urgency for ethical consumerism research increases (Newholm & Shaw, 2007). The research concerning this topic is developing yet there are still many areas that need to be studied (Newholm & Shaw, 2007).
Drawing upon the past literature and researchers’ interests, the aim of this study is to investigate young adults’ attitudes towards animal right values and how these attitudes interact with shopping habits.
