contemporary consumer cultures Introduction Since 1970s, a new wave of consumer activism which is termed ‘alternative consumerism’ has occurred and developed (Gabriel and Lang, 2006). In this wave, consumers are increasingly aware of issues like fair trade, human rights, animal welfare, organic food, ethics, and environment. Among these elements, ethics are the most highly concerned. Ethical consumption refers to buying eco-friendly and fairly traded goods which have no harm to human beings, animals…
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