voprecotestВопросы экономикиVoprosy Ekonomiki0042-8736Voprosy Ekonomiki, NP10.32609/0042-8736-2024-7-53-80voprecotest-4892Research ArticleМИКРОЭКОНОМИКАMICROECONOMICSЭтичное потребление: теоретическое представление и вклад в дискуссиюEthical consumption: Theoretical concepts and a contribution to the debatehttps://orcid.org/0000-0002-0762-9915ШабановаМ. А.ShabanovaM. A.

Шабанова Марина Андриановна, д. с. н., к. э. н., проф. департамента прикладной экономики, в. н. с. Центра исследований гражданского общества и некоммерческого сектора

Москва

Marina A. Shabanova

Moscow

mshabanova@hse.ruНациональный исследовательский университет «Высшая школа экономики»РоссияHSE UniversityRussian Federation202408072024075380Copyright © Voprosy Ekonomiki, NP, 20242024Voprosy Ekonomiki, NPVoprosy Ekonomiki, NPhttps://www.vopreco.ru/jour/about/submissions#copyrightNoticehttps://www.vopreco.ru/jour/article/view/4892

Рассматривается один из самых дискуссионных видов «нестандартного» потребления — этичное. Несмотря на его рост в последние десятилетия, не утихает и многообразная критика в его адрес: от суждений о том, что феномен не может быть значимым и результативным, до категоричных заявлений о его мифичности или существовании лишь на вербальном уровне. Показано, что большая часть критических суждений связана с неясными теоретическими представлениями о феномене. Опираясь на накопленное в разных науках знание, включая результаты зарубежных и серии репрезентативных исследований в России, обоснованы базовые признаки этичного потребления и вытекающие из них принципы (перспективы) его познания. Сделан вывод, что переход к комплексному, междисциплинарному и многоуровневому осмыслению природы и закономерностей формирования феномена позволяет снять большую часть критических суждений в его адрес, обосновать актуальные модели партнерства между ключевыми заинтересованными сторонами, а также снизить риски использования нарастающего потребительского тренда деструктивными силами.

The paper focuses on ethical consumption, which is one of the most debatable types of the “non-standard” consumption. Despite its growth in recent decades, the diverse criticism of the phenomenon has continued: ranging from the statements that this phenomenon cannot be significant or effective to categorical statements regarding its mythical essence or verbal existence. The article shows that this criticism is due to a lack of clarity in the theoretical concepts of the phenomenon. Based on the accumulated scientific knowledge, including the results of both foreign and a series of representative studies in Russia, the article substantiates the basics of ethical consumption and the resulting prospects for its conceptualization. It is concluded that a complex, interdisciplinary, and multilevel understanding of the nature and the specifics of the phenomenon formation allows eliminating most of the criticism and validating effective partnership models between key actors as well as minimizing the risks of applying the growing consumption demand by the destructive forces.

этичное потреблениеповедение потребителейсоциальная ответственностьсоциальная солидарностьморальная экономикаустойчивое развитиегражданское обществоethical consumptionconsumer behaviorsocial responsibilitysocial solidaritymoral economysustainable developmentcivil societyСтатья подготовлена на основе исследования в рамках Программы фундаментальных исследований НИУ ВШЭ.ReferencesБоулз С. (2017). Моральная экономика. Почему хорошие стимулы не заменят хороших граждан. М.: Изд-во Института Гайдара.Bowles S. (2017). Why good incentives are no substitute for good citizens. Moscow: Gaidar Institute Publ. (In Russian).Заславская Т. И. (2002). Социетальная трансформация российского общества: деятельностно-структурная концепция. М.: Дело.Zaslavskaya T. I. (2002). Societal transformation of Russian society: Activity-structural concept. Moscow: Delo. (In Russian).Радаев В. В. (2024). Нестандартные формы потребления: сравнительный анализ // Вопросы экономики. № 3. С. 43—72. https://doi.org/10.32609/0042-8736-2024-3-43-72Radaev V. V. (2024). Nonstandard consumption forms: A comparative analysis. Voprosy Ekonomiki, No. 3, pp. 43—72. (In Russian). https://doi.org/10.32609/0042-8736-2024-3-43-72Талер Р., Санстейн К. (2018). Nudge. Архитектура выбора. Как улучшить наши решения о здоровье, благосостоянии и счастье. 2-е изд. М.: Манн, Иванов и Фербер.Thaler R., Sunstein C. (2018). Nudge. Improving decisions about health, wealth and happiness. 2nd ed. Moscow: Mann, Ivanov and Ferber. (In Russian).Шабанова М. А. (2015). Этичное потребление в России: профили, факторы, потенциал развития // Вопросы экономики. № 5. С. 78—102. https://doi.org/10.32609/0042-8736-2015-5-79-103Shabanova M. A. (2015). Ethical consumption in Russia: Profiles, factors, and perspectives. Voprosy Ekonomiki, No. 5, pp. 78—102. (In Russian). https://doi.org/10.32609/0042-8736-2015-5-79-103Шабанова М. А. (2017). Социально ответственное потребление в России: факторы и потенциал развития рыночных и нерыночных практик // Общественные науки и современность. № 3. С. 69—86.Shabanova M. A. (2017). Socially responsible consumption in Russia: Factors and the development potential of marketoriented and nonmarket practices. Obshchestvennye Nauki i Sovremennost, No. 3, pp. 69—86. (In Russian).Шабанова М. А. (2019a). Раздельный сбор бытовых отходов в России: уровень, факторы и потенциал включения населения // Мир России. Т. 28, № 3. С. 88—112. https://doi.org/10.17323/1811-038X-2019-28-3-88-112Shabanova M. A. (2019a). Separate waste collection in Russia: The level, factors and potential for citizen engagement. Universe of Russia, Vol. 28, No. 3, pp. 88—112. (In Russian). https://doi.org/10.17323/1811-038X-2019-28-3-88-112Шабанова М. А. (2019b). Социально-экономические практики населения как ресурс ослабления мусорной проблемы в России // Социологические исследования. № 6. С. 50—63. https://doi.org/10.31857/S013216250005481-2Shabanova M. A. (2019b). Citizens’ socio-economic practices аs а resource to alleviate the waste issue in Russia. Sociologicheskie Issledovaniya, No. 6, pp. 50—63. (In Russian). https://doi.org/10.31857/S013216250005481-2Шабанова М. А. (2021). Раздельный сбор бытовых отходов как добровольная практика россиян: динамика, факторы, потенциал // Социологические исследования. 2021. № 8. С. 103—117. https://doi.org/10.31857/S013216250015256-4Shabanova M. A. (2021). Separate waste collection as Russians’ voluntary practice: The dynamics, factors and potential. Sociologicheskie Issledovaniya, No. 8, pp. 103—117. (In Russian). https://doi.org/10.31857/S013216250015256-4Шабанова М. А. (2022). Выбрасывание продуктов и практики по «спасению еды» в России (микроуровень анализа) // Экономическая социология. Т. 23, № 1. С. 11—38. https://doi.org/10.17323/1726-3247-2023-1-13-54Shabanova M. A. (2022). Throwing food away and food rescue practices in Russia (Microlevel analysis). Economic Sociology, Vol. 23, No. 1, pp. 11—38. (In Russian). https://doi.org/10.17323/1726-3247-2023-1-13-54Шабанова М. А. (2023). Этичное потребление как сфера гражданского общества в России: факторы и потенциал развития рыночных практик // Экономическая социология. Т. 24, № 1. С. 13—54. https://doi.org/10.17323/1726-3247-2023-1-13-54Shabanova M. A. (2023). Ethical consumption as a sphere of Russian civil society: Factors and the development potential of market practices. Economic Sociology, Vol. 24, No. 1, pp. 13—54. (In Russian). https://doi.org/10.17323/1726-3247-2023-1-13-54Штомпка П. (1996). Социология социальных изменений. М.: Аспект Пресс.Sztompka P. (1996). The sociology of social change. Moscow: Aspekt-Press. (In Russian).Adams M., Raisborough J. (2010). Making a difference: Еthical consumption and the everyday. British Journal of Sociology, Vol. 61, No. 2, pp. 256—274. https://doi.org/10.1111/j.1468-4446.2010.01312.xAdams M., Raisborough J. (2010). Making a difference: Еthical consumption and the everyday. British Journal of Sociology, Vol. 61, No. 2, pp. 256—274. https://doi.org/10.1111/j.1468-4446.2010.01312.xAltman M. (2005). The ethical economy and competitive markets: Reconciling altruistic, moralistic, and ethical behavior with the rational economic agent and competitive markets. Journal of Economic Psychology, Vol. 26, No. 5, pp. 732—757. https://doi.org/10.1016/j.joep.2005.06.004Altman M. (2005). The ethical economy and competitive markets: Reconciling altruistic, moralistic, and ethical behavior with the rational economic agent and competitive markets. Journal of Economic Psychology, Vol. 26, No. 5, pp. 732—757. https://doi.org/10.1016/j.joep.2005.06.004Altman M. (2020). Why ethical behaviour is good for the economy. Cheltenham: Edward Elgar. https://doi.org/10.4337/9781782549451Altman M. (2020). Why ethical behaviour is good for the economy. Cheltenham: Edward Elgar. https://doi.org/10.4337/9781782549451Anderson R. C., Hansen E. N. (2004). Determining consumer preferences for ecolabeled forest products: Аn experimental approach. Journal of Forestry, Vol. 102, No. 4, pp. 28—32. https://doi.org/10.1093/jof/102.4.28Anderson R. C., Hansen E. N. (2004). Determining consumer preferences for ecolabeled forest products: Аn experimental approach. Journal of Forestry, Vol. 102, No. 4, pp. 28—32. https://doi.org/10.1093/jof/102.4.28Andreoni J. (1990). Impure altruism and donations to public goods: A theory of warmglow giving. Economic Journal, Vol. 100, No. 401, pp. 464—477. https://doi.org/10.2307/2234133Andreoni J. (1990). Impure altruism and donations to public goods: A theory of warmglow giving. Economic Journal, Vol. 100, No. 401, pp. 464—477. https://doi.org/10.2307/2234133Ariztia T., Agloni N., Pellandini-Simányi L. (2018). Ethical living: Relinking ethics and consumption through care in Chile and Brazil. British Journal of Sociology, Vol. 69, No. 2, pp. 391—411. https://doi.org/10.1111/1468-4446.12265Ariztia T., Agloni N., Pellandini-Simányi L. (2018). Ethical living: Relinking ethics and consumption through care in Chile and Brazil. British Journal of Sociology, Vol. 69, No. 2, pp. 391—411. https://doi.org/10.1111/1468-4446.12265Ariztia T., Kleine D, Bartholo R., Brightwell G., Agloni N., Afonso R. (2016). Beyond the “deficit discourse”: Mapping ethical consumption discourses in Chile and Brazil. Environment and Planning A, Vol. 48, No. 5, pp. 891—909. https://doi.org/10.1177/0308518X16632757Ariztia T., Kleine D, Bartholo R., Brightwell G., Agloni N., Afonso R. (2016). Beyond the “deficit discourse”: Mapping ethical consumption discourses in Chile and Brazil. Environment and Planning A, Vol. 48, No. 5, pp. 891—909. https://doi.org/10.1177/0308518X16632757Ariztía T., Kleine D., Brightwell D. G. S. L., Agloni N., Afonso R., Bartholo R. (2014). Ethical consumption in Brazil and Chile: Institutional contexts and development trajectories. Journal of Cleaner Production, Vol. 63, pp. 84—92. https://doi.org/10.1016/j.jclepro.2013.04.040Ariztía T., Kleine D., Brightwell D. G. S. L., Agloni N., Afonso R., Bartholo R. (2014). Ethical consumption in Brazil and Chile: Institutional contexts and development trajectories. Journal of Cleaner Production, Vol. 63, pp. 84—92. https://doi.org/10.1016/j.jclepro.2013.04.040Arnoldussen F., Koetse M. J., de Bruyn S. M., Kuik O. (2022). What are people willing to pay for social sustainability? A choice experiment among Dutch consumers. Sustainability, Vol. 14, No. 21, article 14299. https://doi.org/10.3390/su142114299Arnoldussen F., Koetse M. J., de Bruyn S. M., Kuik O. (2022). What are people willing to pay for social sustainability? A choice experiment among Dutch consumers. Sustainability, Vol. 14, No. 21, article 14299. https://doi.org/10.3390/su142114299Barone A. M., Grappi S., Romani S. (2019). “The road to food waste is paved with good intentions”: When consumers’ goals inhibit the minimization of household food waste. Resources, Conservation and Recycling, Vol. 149, pp. 97—105. https://doi.org/10.1016/j.resconrec.2019.05.037Barone A. M., Grappi S., Romani S. (2019). “The road to food waste is paved with good intentions”: When consumers’ goals inhibit the minimization of household food waste. Resources, Conservation and Recycling, Vol. 149, pp. 97—105. https://doi.org/10.1016/j.resconrec.2019.05.037Black I. R., Cherrier H. (2010). Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, Vol. 9, No. 6, pp. 437—453. https://doi.org/10.1002/cb.337Black I. R., Cherrier H. (2010). Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, Vol. 9, No. 6, pp. 437—453. https://doi.org/10.1002/cb.337Berglund C. (2006). The assessment of households’ recycling costs: The role of personal motives. Ecological Economics, Vol. 56, No. 4, pp. 560—569. https://doi.org/10.1016/j.ecolecon.2005.03.005Berglund C. (2006). The assessment of households’ recycling costs: The role of personal motives. Ecological Economics, Vol. 56, No. 4, pp. 560—569. https://doi.org/10.1016/j.ecolecon.2005.03.005Brinkmann J. (2004). Looking at consumer behavior in a moral perspective. Journal of Business Ethics, Vol. 51, No. 2, pp. 129—141. https://doi.org/10.1023/B:BUSI.0000033607.45346.d2Brinkmann J. (2004). Looking at consumer behavior in a moral perspective. Journal of Business Ethics, Vol. 51, No. 2, pp. 129—141. https://doi.org/10.1023/B:BUSI.0000033607.45346.d2Carrington M. J., Neville B. A., Whitwell G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, Vol. 97, No. 1, pp. 139—158. https://doi.org/10.1007/s10551-010-0501-6Carrington M. J., Neville B. A., Whitwell G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, Vol. 97, No. 1, pp. 139—158. https://doi.org/10.1007/s10551-010-0501-6Chen L., Zheng H., Shah V. (2022). Consuming to conserve: A multilevel investigation of sustainable consumption. Sustainability, Vol. 14, No. 1, article 223. https://doi.org/10.3390/su14010223Chen L., Zheng H., Shah V. (2022). Consuming to conserve: A multilevel investigation of sustainable consumption. Sustainability, Vol. 14, No. 1, article 223. https://doi.org/10.3390/su14010223Cherrier H. (2007). Ethical consumption practices: Co-production of self-expression and social recognition. Journal of Consumer Behaviour, Vol. 6, No. 5, pp. 321—335. https://doi.org/10.1002/cb.224Cherrier H. (2007). Ethical consumption practices: Co-production of self-expression and social recognition. Journal of Consumer Behaviour, Vol. 6, No. 5, pp. 321—335. https://doi.org/10.1002/cb.224Co-op, Ethical Consumer (2019). Twenty years of ethical consumerism. Manchester: The Co-operative Group.Co-op, Ethical Consumer (2019). Twenty years of ethical consumerism. Manchester: The Co-operative Group.Co-op, Ethical Consumer (2020). Ethical consumerism in the pandemic. Manchester: The Co-operative Group.Co-op, Ethical Consumer (2020). Ethical consumerism in the pandemic. Manchester: The Co-operative Group.Co-op, Ethical Consumer (2021). Ethical consumerism report 2021: Can we consume back better? Manchester: The Co-operative Group.Co-op, Ethical Consumer (2021). Ethical consumerism report 2021: Can we consume back better? Manchester: The Co-operative Group.Cotte J., Trudel R. (2009). Socially conscious consumerism. A systematic review of the body of knowledge. Network for Business Sustainability, University of Western Ontario/Boston University.Cotte J., Trudel R. (2009). Socially conscious consumerism. A systematic review of the body of knowledge. Network for Business Sustainability, University of Western Ontario/Boston University.De Pelsmacker P., Driesen L., Rayp G. (2005). Do consumers care about ethics? Willingness to pay for fair-trade coffee. Journal of Consumer Affairs, Vol. 39, No. 2, pp. 363—385. https://doi.org/10.1111/j.1745-6606.2005.00019.xDe Pelsmacker P., Driesen L., Rayp G. (2005). Do consumers care about ethics? Willingness to pay for fair-trade coffee. Journal of Consumer Affairs, Vol. 39, No. 2, pp. 363—385. https://doi.org/10.1111/j.1745-6606.2005.00019.xEtzioni A. (2003). Toward a new socio-economic paradigm. Socio-Economic Review, Vol. 1, No. 1, рр. 105—118. https://doi.org/10.1093/soceco/1.1.105Etzioni A. (2003). Toward a new socio-economic paradigm. Socio-Economic Review, Vol. 1, No. 1, рр. 105—118. https://doi.org/10.1093/soceco/1.1.105Evans D. (2012). Beyond the throwaway society: Ordinary domestic practice and a sociological approach to household food waste. Sociology, Vol. 46, No. 1, pp. 41—56. https://doi.org/10.1177/0038038511416150Evans D. (2012). Beyond the throwaway society: Ordinary domestic practice and a sociological approach to household food waste. Sociology, Vol. 46, No. 1, pp. 41—56. https://doi.org/10.1177/0038038511416150GMA, Deloitte (2009). Finding the green in today’s shoppers. Sustainability trends and new shopper insights. Washington, DC: Grocery Manufacturers Association; Deloitte Development.GMA, Deloitte (2009). Finding the green in today’s shoppers. Sustainability trends and new shopper insights. Washington, DC: Grocery Manufacturers Association; Deloitte Development.Geels F. W. (2002). Technological transitions as evolutionary reconfiguration processes: А multi-level perspective and a case-study. Research Policy, Vol. 31, No. 8—9, pp. 1257 —1274. https://doi.org/10.1016/S0048-7333(02)00062-8Geels F. W. (2002). Technological transitions as evolutionary reconfiguration processes: А multi-level perspective and a case-study. Research Policy, Vol. 31, No. 8—9, pp. 1257 —1274. https://doi.org/10.1016/S0048-7333(02)00062-8Geffen L. van, Herpen E. van, Sijtsema S., Trijp H. van (2020). Food waste as the consequence of competing motivations, lack of opportunities, and insufficient abilities. Resources, Conservation & Recycling: X, Vol. 5, article 100026. https://doi.org/10.1016/j.rcrx.2019.100026Geffen L. van, Herpen E. van, Sijtsema S., Trijp H. van (2020). Food waste as the consequence of competing motivations, lack of opportunities, and insufficient abilities. Resources, Conservation & Recycling: X, Vol. 5, article 100026. https://doi.org/10.1016/j.rcrx.2019.100026Hassan L.M., Shiu E., Shaw D. (2016). Who says there is an intention—behaviour gap? Assessing the empirical evidence of an intention—behaviour gap in ethical consumption. Journal of Business Ethics, Vol. 136, No. 2, pp. 219—236. https://doi.org/10.1007/s10551-014-2440-0Hassan L.M., Shiu E., Shaw D. (2016). Who says there is an intention—behaviour gap? Assessing the empirical evidence of an intention—behaviour gap in ethical consumption. Journal of Business Ethics, Vol. 136, No. 2, pp. 219—236. https://doi.org/10.1007/s10551-014-2440-0Hebrok M., Boks C. (2017). Household food waste: Drivers and potential intervention points for design — An extensive review. Journal of Cleaner Production, Vol. 151, pp. 380—392. https://doi.org/10.1016/j.jclepro.2017.03.069Hebrok M., Boks C. (2017). Household food waste: Drivers and potential intervention points for design — An extensive review. Journal of Cleaner Production, Vol. 151, pp. 380—392. https://doi.org/10.1016/j.jclepro.2017.03.069Fey C. F., Denison D. R. (2003). Organizational culture and effectiveness: Can American theory be applied in Russia? Organization Science, Vol. 14, No. 6, pp. 702—703. https://doi.org/10.1287/orsc.14.6.686.24868Fey C. F., Denison D. R. (2003). Organizational culture and effectiveness: Can American theory be applied in Russia? Organization Science, Vol. 14, No. 6, pp. 702—703. https://doi.org/10.1287/orsc.14.6.686.24868Johnston J. (2008). The citizen-consumer hybrid: Ideological tensions and the case of whole foods market. Theory and Society, Vol. 37, No. 3, pp. 229—270. https://doi.org/10.1007/s11186-007-9058-5Johnston J. (2008). The citizen-consumer hybrid: Ideological tensions and the case of whole foods market. Theory and Society, Vol. 37, No. 3, pp. 229—270. https://doi.org/10.1007/s11186-007-9058-5Joergens C. (2006). Ethical fashion: Myth or future trend? Journal of Fashion Marketing and Management, Vol. 10, No. 3, pp. 360—371. https://doi.org/10.1108/13612020610679321Joergens C. (2006). Ethical fashion: Myth or future trend? Journal of Fashion Marketing and Management, Vol. 10, No. 3, pp. 360—371. https://doi.org/10.1108/13612020610679321Karimzadeh S., Boström M. (2022). Ethical consumption: Why should we understand it as a social practice within a multilevel framework? Open Research Europe, Vol. 2, art.109. https://doi.org/10.12688/openreseurope.15069.2Karimzadeh S., Boström M. (2022). Ethical consumption: Why should we understand it as a social practice within a multilevel framework? Open Research Europe, Vol. 2, art.109. https://doi.org/10.12688/openreseurope.15069.2Karlsson J. (2013) The impossibility of an ethical consumer. In: H. Rӧcklinsberg, P. Sandin (eds.). The ethics of consumption: The citizen, the market and the law. Wageningen: Wageningen Academic Publishers, рр. 183—188.Karlsson J. (2013) The impossibility of an ethical consumer. In: H. Rӧcklinsberg, P. Sandin (eds.). The ethics of consumption: The citizen, the market and the law. Wageningen: Wageningen Academic Publishers, рр. 183—188.Kimeldorf H., Meyer R., Prasad M., Robinson I. (2006). Consumers with a conscience: Will they pay more? Contexts, Vol. 5, No. 1, pp. 24—29. https://doi.org/10.1525/ctx.2006.5.1.24/Kimeldorf H., Meyer R., Prasad M., Robinson I. (2006). Consumers with a conscience: Will they pay more? Contexts, Vol. 5, No. 1, pp. 24—29. https://doi.org/10.1525/ctx.2006.5.1.24/Lei Z., Liu W., Oosterveer P. (2019). Institutional changes and changing political consumerism in China. In: M. Boström, M. Micheletti, P. Oosterveer (eds.). The Oxford handbook of political consumerism. New York: Oxford University Press, pp. 583—602. https://doi.org/10.1093/oxfordhb/9780190629038.013.26Lei Z., Liu W., Oosterveer P. (2019). Institutional changes and changing political consumerism in China. In: M. Boström, M. Micheletti, P. Oosterveer (eds.). The Oxford handbook of political consumerism. New York: Oxford University Press, pp. 583—602. https://doi.org/10.1093/oxfordhb/9780190629038.013.26Lewis T., Potter E. (2013). Introducing ethical consumption. In: T. Lewis, E. Potter (eds.). Ethical consumption: A critical introduction. London: Routledge, рр. 3—23.Lewis T., Potter E. (2013). Introducing ethical consumption. In: T. Lewis, E. Potter (eds.). Ethical consumption: A critical introduction. London: Routledge, рр. 3—23.Littler J. (2013). What’s wrong with ethical consumption? In: T. Lewis, E. Potter (eds.). Ethical consumption: A critical introduction. London: Routledge, pp. 27—37.Littler J. (2013). What’s wrong with ethical consumption? In: T. Lewis, E. Potter (eds.). Ethical consumption: A critical introduction. London: Routledge, pp. 27—37.Mai L.-W. (2014). Consumers’ willingness to pay for ethical attributes. Marketing Intelligence & Planning, Vol. 32, No. 6, pp. 706—721. https://doi.org/10.1108/MIP-08-2013-0139Mai L.-W. (2014). Consumers’ willingness to pay for ethical attributes. Marketing Intelligence & Planning, Vol. 32, No. 6, pp. 706—721. https://doi.org/10.1108/MIP-08-2013-0139Memery J., Megicks P., Williams J. (2005). Ethical and social responsibility issues in grocery shopping: A preliminary typology. Qualitative Market Research, Vol. 8, No. 4, pp. 399—412. https://doi.org/10.1108/13522750510619760Memery J., Megicks P., Williams J. (2005). Ethical and social responsibility issues in grocery shopping: A preliminary typology. Qualitative Market Research, Vol. 8, No. 4, pp. 399—412. https://doi.org/10.1108/13522750510619760Micheletti M. (2003). Political virtue and shopping. Individuals, consumerism, and collective action. New York: Palgrave Macmillan.Micheletti M. (2003). Political virtue and shopping. Individuals, consumerism, and collective action. New York: Palgrave Macmillan.Mick D. G., Broniarczyk S. M., Jonathan H. (2004). Choose, choose, choose, choose, choose, choose, choose: Emerging and prospective research on the deleterious effects of living in consumer hyperchoice. Journal of Business Ethics, Vol. 52, No. 3, pp. 207—211. https://doi.org/10.1023/B:BUSI.0000035906.74034.d4Mick D. G., Broniarczyk S. M., Jonathan H. (2004). Choose, choose, choose, choose, choose, choose, choose: Emerging and prospective research on the deleterious effects of living in consumer hyperchoice. Journal of Business Ethics, Vol. 52, No. 3, pp. 207—211. https://doi.org/10.1023/B:BUSI.0000035906.74034.d4Nguyen H., Dsouza R. (2021). Global: Consumer willingness to pay for environmentally friendly products. YouGov, April 29. https://yougov.co.uk/consumer/articles/35593-global-willingness-pay-for-sustainabilityNguyen H., Dsouza R. (2021). Global: Consumer willingness to pay for environmentally friendly products. YouGov, April 29. https://yougov.co.uk/consumer/articles/35593-global-willingness-pay-for-sustainabilityNguyen H. V., Nguyen C. H., Hoang T. T. B. (2019). Green consumption: Closing the intention-behavior gap. Sustainable Development, Vol. 27, No. 1, pp. 118—129. https://doi.org/10.1002/sd.1875Nguyen H. V., Nguyen C. H., Hoang T. T. B. (2019). Green consumption: Closing the intention-behavior gap. Sustainable Development, Vol. 27, No. 1, pp. 118—129. https://doi.org/10.1002/sd.1875Park K. C. (2018). Understanding ethical consumers: Willingness-to-pay by moral cause. Journal of Consumer Marketing, Vol. 35, No. 2, pp. 157—168. https://doi.org/10.1108/JCM-02-2017-2103Park K. C. (2018). Understanding ethical consumers: Willingness-to-pay by moral cause. Journal of Consumer Marketing, Vol. 35, No. 2, pp. 157—168. https://doi.org/10.1108/JCM-02-2017-2103Sayer A. (2007). Moral economy as critique. New Political Economy, Vol. 12, No. 2, pp. 261—270. https://doi.org/10.1080/13563460701303008Sayer A. (2007). Moral economy as critique. New Political Economy, Vol. 12, No. 2, pp. 261—270. https://doi.org/10.1080/13563460701303008Sen А. (2013). The ends and means of sustainability. Journal of Human Development and Capabilities, Vol. 14, No. 1, pp. 6—20. https://doi.org/10.1080/19452829.2012.747492Sen А. (2013). The ends and means of sustainability. Journal of Human Development and Capabilities, Vol. 14, No. 1, pp. 6—20. https://doi.org/10.1080/19452829.2012.747492Schrader U. (2007). The moral responsibility of consumers as citizens. International Journal of Innovation and Sustainable Development, Vol. 2, No. 1, pp. 79—96. https://doi.org/10.1504/IJISD.2007.016059Schrader U. (2007). The moral responsibility of consumers as citizens. International Journal of Innovation and Sustainable Development, Vol. 2, No. 1, pp. 79—96. https://doi.org/10.1504/IJISD.2007.016059Shankar A., Cherrier H., Canniford R. (2006). Consumer empowerment: А Foucauldian interpretation. European Journal of Marketing, Vol. 10, No. 9/10, pp. 1013—1030. https://doi.org/10.1108/03090560610680989Shankar A., Cherrier H., Canniford R. (2006). Consumer empowerment: А Foucauldian interpretation. European Journal of Marketing, Vol. 10, No. 9/10, pp. 1013—1030. https://doi.org/10.1108/03090560610680989Shaw D. (2007). Consumer voters in imagined communities. International Journal of Sociology and Social Policy, Vol. 27, No. 3/4, pp. 135—150. https://doi.org/10.1108/01443330710741075Shaw D. (2007). Consumer voters in imagined communities. International Journal of Sociology and Social Policy, Vol. 27, No. 3/4, pp. 135—150. https://doi.org/10.1108/01443330710741075Shen Y., Faure M. (2021). Green building in China. International Environmental Agreements: Politics, Law and Economics, Vol. 21, No. 2, pp. 183—199. https://doi.org/10.1007/s10784-020-09495-3Shen Y., Faure M. (2021). Green building in China. International Environmental Agreements: Politics, Law and Economics, Vol. 21, No. 2, pp. 183—199. https://doi.org/10.1007/s10784-020-09495-3Starr M. A. (2009). The social economics of ethical consumption: Theoretical considerations and empirical evidence. Journal of Socio-Economics, Vol. 38, No. 6, pp. 916—925. https://doi.org/10.1016/j.socec.2009.07.006Starr M. A. (2009). The social economics of ethical consumption: Theoretical considerations and empirical evidence. Journal of Socio-Economics, Vol. 38, No. 6, pp. 916—925. https://doi.org/10.1016/j.socec.2009.07.006Stehr N. (2008). The moralization of the markets in Europe. Society, Vol. 45, No. 1, pp. 62—67. https://doi.org/10.1007/s12115-007-9041-9Stehr N. (2008). The moralization of the markets in Europe. Society, Vol. 45, No. 1, pp. 62—67. https://doi.org/10.1007/s12115-007-9041-9Szmigin I., Carrigan M., McEachern M. G. (2009). The conscious consumer: Taking a flexible approach to ethical behaviour. International Journal of Consumer Studies. Vol. 33, No. 2, pp. 224—231. https://doi.org/10.1111/j.1470-6431.2009.00750.xSzmigin I., Carrigan M., McEachern M. G. (2009). The conscious consumer: Taking a flexible approach to ethical behaviour. International Journal of Consumer Studies. Vol. 33, No. 2, pp. 224—231. https://doi.org/10.1111/j.1470-6431.2009.00750.xVecchio R., Annunziata A. (2015). Willingness-to-pay for sustainability-labelled chocolate: An experimental auction approach. Journal of Cleaner Production, Vol. 86, No. 1, pp. 335—342. https://doi.org/10.1016/j.jclepro.2014.08.006Vecchio R., Annunziata A. (2015). Willingness-to-pay for sustainability-labelled chocolate: An experimental auction approach. Journal of Cleaner Production, Vol. 86, No. 1, pp. 335—342. https://doi.org/10.1016/j.jclepro.2014.08.006Welch D., Swaffield J., Evans D. (2021). Who’s responsible for food waste? Consumers, retailers and the food waste discourse coalition in the United Kingdom. Journal of Consumer Culture, Vol. 21, No. 2, pp. 236—256. https://doi.org/10.1177/1469540518773801Welch D., Swaffield J., Evans D. (2021). Who’s responsible for food waste? Consumers, retailers and the food waste discourse coalition in the United Kingdom. Journal of Consumer Culture, Vol. 21, No. 2, pp. 236—256. https://doi.org/10.1177/1469540518773801Witkowski T. H., Reddy S. (2010). Antecedents of ethical consumption activities in Germany and the United States. Australian Marketing Journal, Vol. 18, No. 1, pp. 8—14. https://doi.org/10.1016/j.ausmj.2009.10.011Witkowski T. H., Reddy S. (2010). Antecedents of ethical consumption activities in Germany and the United States. Australian Marketing Journal, Vol. 18, No. 1, pp. 8—14. https://doi.org/10.1016/j.ausmj.2009.10.011Yilmaz C., Ergun E. (2008). Organizational culture and firm effectiveness: An examination of relative effects of culture traits and the balanced culture hypothesis in an emerging economy. Journal of World Business, Vol. 43, No. 3, pp. 290—306. https://doi.org/10.1016/j.jwb.2008.03.019Yilmaz C., Ergun E. (2008). Organizational culture and firm effectiveness: An examination of relative effects of culture traits and the balanced culture hypothesis in an emerging economy. Journal of World Business, Vol. 43, No. 3, pp. 290—306. https://doi.org/10.1016/j.jwb.2008.03.019Zaikauskaitė L., Butler G., Helmi N., Robinson C.L, Treglown L., Tsivrikos D., Devlin J. T. (2022). Hunt—Vitell’s general theory of marketing ethics predicts “attitude-behaviour” gap in pro-environmental domain. Frontiers in Psychology, Vol. 13, article 732661. https://doi.org/10.3389/fpsyg.2022.732661Zaikauskaitė L., Butler G., Helmi N., Robinson C.L, Treglown L., Tsivrikos D., Devlin J. T. (2022). Hunt—Vitell’s general theory of marketing ethics predicts “attitude-behaviour” gap in pro-environmental domain. Frontiers in Psychology, Vol. 13, article 732661. https://doi.org/10.3389/fpsyg.2022.732661

The authors declare that there are no conflicts of interest present.