The purpose of this paper is to examine the three types of ethical consumption (positive, negative and discursive) simultaneously in three different geographical areas, namely, Hebron (PL), Sofia (BG) and Thessaloniki (GR).Design/methodology/approachPersonal interviews were conducted in the three cities during autumn 2016 with the use of a structured questionnaire. Large enough samples were selected with the one-stage area sampling. The sampling unit was one adult person of all households in each randomly selected city block.FindingsThe consumers of all cities were not found frequently engaged in any ethical consumption type. Demographic analysis revealed extensive differences across each one of the behaviours in each one of the cities. Attitudinal and psychographic analyses indicated that consumers, who are less ethically disinterested and more generous, were found to be more frequently engaged in ethical purchase in all the three cities. Evidence was found that less ethically disinterested and more generous consumers are more likely to get engaged in boycotting calls, in Hebron and in Thessaloniki. Less ethically disinterested consumers were also found more active in discursive activities in Sofia and Thessaloniki.Research limitations/implicationsCertain amendments of the behavioural and attitudinal scales could be essential to ensure the same level of measurement accuracy in different geographical areas. Larger and more representative of the overall population samples are needed to facilitate the generalisation of the results. Examination of cultural and political perspectives might add to the understanding of consumers’ ethical consumption in different contexts.Practical implicationsFirms interested in adopting ethical strategies or consumer groups that would like to call a boycotting or a consumer activism campaign should address their communication strategies towards targets that are described by the results in regard to each geographical area.Originality/valueThis study added to the limited so far relevant knowledge about the simultaneous examination of the three types of the overall ethical consumption in three different cities; interesting differences and similarities were revealed.
EuroMed Journal of Business – Emerald Publishing
Published: Sep 23, 2019
Keywords: Boycotting; Discursive activities; Ethical consumption; Ethical disinterest; Ethical purchase; Non-generosity