Monday, March 24, 2008

A model of an ethical consumer

I am taking a class on information seeking behavior this semester, and as I prepare to write my final paper, about a specific user group (vegetarians), I am sidetracked by the idea of creating a model of an ethical consumer. What is the decision making process that a consumer (specifically, one who tries to make ethical choices) goes through when deciding upon a good or service? Here are a few of my thoughts on questions they might ask. Not all of these are exclusive to ethically-minded consumers.
  • Is the quality good?
  • Is it something I can use?
  • What can I afford?
  • What is accessible (less effort to buy)?
  • Where is it from? (environmental impact of transport)
  • How was it produced? (wasteful? chemical byproducts? cruelty to animals?)
  • Who made it? (Were they treated fairly? Individual or corporation?)
  • Who distributed it? (Were they treated fairly? individual or mass-distribution)
  • What was it made from? (new materials? sustainable or recycled? animals?)
  • Am I creating demand for something new? (And is it available used/refurbished?)
  • Is it a brand/vendor I can trust?
  • Do the people who make/sell it have similar beliefs to mine/support causes I believe in?
  • What will I do with it when I'm done?
  • Are there alternatives? What's the difference?
  • How long does it take to receive?
  • What is the political context of this good/service? (is it available because mega corporations lobby for support or does it support democracy?)
  • How did I hear about it? (friend vs. ad)
I'm sure there is more. Which of these questions do you ask yourself when you buy something? Does it vary with what you're buying? What questions have I forgotten? If we all asked ourselves a handful of these before every purchase, how would the economy change? Would we become more ethically-minded or would we just upset free trade? Which of these is it even feasible for an average consumer to consider, beyond whether it is affordable?

I have so many questions. If only I had answers.

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