In the regulation of global production and trade, an important role is now played by market-based accountability systems, in which the 'ethical' purchasing choices of consumers indirectly regulate the production and trade of a wide range of consumer products. Understanding the competing motivations that underpin ethical consumption choices is therefore of central importance for the design of non-governmental regulatory systems. Drawing on a large scale consumer survey, this study aims to unpack the competing motivations of consumer choice. Findings will inform the design of social regulatory systems that are both sustainable, and responsive to the needs of marginalised communities and workers involved in transnational production.
The chief investigators are Dr Scott Brenton and Dr Kate Macdonald, with Ms Sam Balaton-Chrimes providing invaluable research assistance and Professor Ann Capling acting as project mentor.