The Rise of Ethical Consumerism in the United Kingdom - Assignment Example

Student Name: Tutor: Title: the rise of ethical consumerism in the United Kingdom Course: Institution: The rise of ethical consumerism in the United Kingdom SUMMARY The research was obtained from a study carried out on the manner in which various business actions affect ethical consumerism and the level of public awareness of ethical consumerism being the main objective of the study. The history of consumerism can be traced since 1844 in the history of the United Kingdom. Consumerism is a process through which consumers make their purchases, dispose or utilize their commodities based on certain standards and principles. Consumerism is used by various stakeholders within the society as a driving force for attainment of social change. Consumerism is divided into three categories which include: negative ethical purchase behavior consumer action; And positive ethical purchase behavior. Research Aim The research is aimed at demonstrating the roles of businesses or consumers in influence or promotion of fair trade and consumerism. The research establishes the level of consumer awareness of the subject. Many people spend their money on products without understanding where the products come from, how they are produced and their effects on the environment. Research questions 1. What do people understand about fair trade? 2. What do supermarkets do in promotion o ethical consumerism? 3. How do fair markets operate? 4. What should be done in enhancing fair trade market? Introduction Consumerism has witnessed many developments in the United Kingdom which are related to different aspects that include consumer safety and protection, human rights, environmentalism, animal rights and fair trade (Co-operatives, 2008). Consumerism is getting acceptance in many developing countries. Economy viability is measured using increase in consumption. Any action that prevents this consumption has negative implication to the economy. Gross national product (GNP) of a nation is calculated on this premise. Data collection procedure Consent of individuals taking part in the study was sought before questionnaires were sent to them via the learning institutions where the students attend. Others had the questionnaires mailed to them. Additional data was gathered through interviews that were conducted over telephone. Phone interviews took about fifteen minutes. Face to face interview lasted for forty five minutes. Questionnaires were checked to see if there was missing data. Questionnaires This was the major tool that was used throughout the study. A lot of information could be gathered from many respondents. The tool was found to be the most suitable for gathering of quantitative information. Moreover, the questionnaire provided many responses that allowed intensive comparative analysis. Surveys Additional data was gathered through surveys in which case phone calls were made to carry out interviews with participants who could not be traced. Those who could be traced were asked to come for live interviews. The questionnaires provided the guidance for telephone interviews which made up the survey. The questionnaires were being filled by the respondent as he interviewed the participants. FINDINGS AND ANALYSIS This part discusses the results or the findings from the research and their subsequent analysis. The pilot study was just carried out to determine the practicability of the research using the chosen research instruments. The descriptive analysis was carried out to determine what people understand fair trade and consumerism in the UK. The results of the study portray the order of the research questions. Inferences are drawn from the findings of the research. 97 of the participants in the pilot study were found to have a clue on how supermarkets get involved in promotion of ethical consumerism. Supermarkets carry out this by using proper materials for packaging and stocking environmental friendly and healthy goods and foods. Close to half of the sample was aware of fair trade and the functioning of the market. Less than forty percent of the pilot sample understood how fair trade can be improved. Main study Sample characteristics The age of the participants ranged from twenty to seventy. This resulted in a mean of 51.3 years. Participants over fifty years were seventy while those below fifty years were 51.3 years. Many people who took part in the study were female who represented close 70%. Close to seventy five percent were recruited through academic institutions whereas thirty five percent were recruited through friendship. Among the 69 parents, forty of them had children under their care whereas twenty nine were staying without children in the family. Seventy four percent f the participants had some form of income while other concentrated n only their studies. There was no misinterpretation of the questionnaire. 98 of the participants were married while twenty four were single. Some of the singles had children under their care. 120 of the participants said they knew something about fair trade and consumerism. Close to 100% claimed to have some knowledge on promotion of ethical consumerism by supermarkets. Qualitative data Open ended questions included in the questionnaires and interviews assisted in the gathering of qualitative information in this project. The research narrowed on respondents’ knowledge on ethical consumerism and fair trade. Both groups provided important information on fair trade markets and how they are operated. Environmental friendly packaging, sale of commodities that cannot harm the environment and people are some of the ways identified by respondent as used by supermarket in promotion of ethical consumerism. Many people had the right decisions about ethical consumerism. The dealing between the buyer and the seller is fairness. Calculating the mean and the standard deviation was one in assisting in describing the level of preference for fair trade in the respondents. Differences between employment status, age, gender, and presence children within the family were detrained by use of sample t-test or Mann Whitey tests. Supermarkets in the UK and other places in the market are warming to ethical consumerism. Campaigns for ethical consumerism are commencing to bear fruits. Businesses are attempting to please their clients by observing ethical consumerism. A large population in the UK is aware of the concept of fair trade. Many people understand the connection between social movement and fair trade and the various approaches that are used to ensure conditions for fair trade have been fulfilled. A sizeable number of people have the belief that fair trade will benefit foreign countries more a as compared to the UK. Many people do not have information about fair trade although they understand what it means. From the research, many people in the UK posses varied views on the ways through which fair trade market can be enhanced. Consumers have to keen on checking the labels on various commodities which they buy to see whether they have the label for fair trade. CONCLUSION AND RECOMMENDATIONS The research established that a large portion of the population in the UK is well aware o many people are in the practice of ethical consumerism. Supermarkets and business are warming up to the aspect of requirements of fair trade market and ethical consumerism. Thy observe stocking of goods that have the fair trade label together with those that do not possess potential damage to the environment. Nevertheless, many people have very little information on the fair trade market operations. Even though consumerism for along time has been seen as a developed world affair, the study indicates that ethical consumerism is now acceptance in countries that are developing. This has been attributed with the need to grow individual economies through utilization of available scarce resources. Even though campaigns concerning ethical consumerism in the United Kingdom are on the rise, and individuals are altering their behaviors accordingly, this research recommends that enhancement of activism should be incorporated and the prevailing efforts doubled so that the whole country comes to lean of ethical consumerism. There is need for further research consumerism and how it impacts on the economy. Bibliography Sedgwick P.S.,1999, The market economy and Christian ethics; Cambridge University Press Tobin S., 2004, Organisation for Economic Co-operation and Development, United Kingdom; OECD Publishing. Trentmann, F., 2012, The Oxford Handbook of the History of Consumption; Oxford University Press. Valenzuela, L., Mulki, J., & Jaramillo, J., 2010, Impact of customer orientation, inducements and ethics on loyalty to the firm: Customers’ perspective, Journal of Business Ethics, 93 (2): 277–291. Read More