College Students Attitudes towards Ethical Consumerism – an Indian Perspective

CollegeStudents Attitudes towards Ethical Consumerism – an IndianPerspective

CollegeStudents Attitudes towards Ethical Consumerism: an Indian Perspective

Thesocial responsibility and business ethics have become importantcomponents of economic development in the past few years.Nonetheless, the perception of the buyers towards ethics has remaineda controversial area to date. Many scholars are still conductingresearch studies in the area. By definition, ethical consumerism isan intentional acquiring of services or buying of goods that areconsidered to meet ethical standards (Gill,2012).Ethical consumerism can be said to be an evolution from the earlierconsumerism movements across the world. There are three aspects ofethical consumerism. Firstly, there is the value of money, labelingof products, and product information, where a customer considers whatthe product does and the manner in which it does it. Secondly, thereis the aspect of the product safety. Here, the customer considerswhether a given product is safe for human consumption. Finally, thereis the aspect of the environment. In this case, the customer askswhether a given product is environment-friendly, includingconsumption safety to the animals. Customers practice ethicalconsumerism by buying only the products they consider ethical, andboycotting the ones that they consider unsafe for consumption (Gill,2012).This essay focuses on the perception of college students towardsethical consumerism.

Toestablish the perception of college students towards ethicalconsumerism, the essay is based on the empirical survey that wasconducted for the International Marketing students at DelhiUniversity, India by Dr. Kawal Gill. He administered questionnairesto a group of two hundred and ten students and analyzed the resultsafterward. The research findings indicate that about seventy-fivepercent of the students consider themselves ethical consumers. Itshows that that the students only purchase goods and services fromreputable companies. The main consideration for the college studentsin purchasing goods is the he environment. It is found out that theydo not consider cost, provided that the products meet ethicalstandards.

Theabove study affirms that the college students in India are ethicallyresponsible when purchasing products in the markets. However, it isthe role of companies and organizations to create awareness to thepotential buyers on the safety of their products for humanconsumption and the environment. Some students may fail to buycertain products due to lack of information on their environmentfriendliness. Furthermore, the research highlights the need for theIndian government to reinforce actions to cause the consumer’sbehavior shifts towards ethical consumerism. More effort should beinvested in acquiring information and proper decision-making in orderachieve one hundred percent ethical consumerism among the collegestudents in India.


Gill,D. (2012). College Students Attitudes towards Ethical Consumerism -an Indian Perspective.&nbspIOSRJournal of Business and Management,&nbsp4(5),1-13.