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 and environment, while refusing to purchase from companies that behave unethically (Cherrier, 2007). Nowadays more and more consumers…
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