What is something agreeable and disagreeable out this summary ?

What is something agreeable and disagreeable out this summary ?

This article, “Identifying Fair Trade in Consumption Choice,” published in the Journal of Strategic Marketing in December of 2006, provides a detailed look at research regarding fair trade, ethical consumption, and other ethical consumer concerns.  It offers a unique perspective in that it attempts to cover research concerning fair trade alongside that of other issues such as the aforementioned, as well as green consumption and voluntary simplicity, in an attempt to show how these issues connect with each other and contribute to the consumer decision-making process.

            One of the first points the article mentions is the significant market growth for fair trade products in recent years and the rise in consumer concerns about the ethics behind products and companies they buy from, including the boycott of certain companies due to ethical concerns becoming more common.  I think this point has aged significantly well in the sixteen years since the article was published, as I have personally noticed products and companies being listed as “fair trade” as quite common nowadays, and we as a society have come even further in regard to awareness of these issues and holding corporations accountable for their ethical practices through the use of boycotts, social pressure, etc.

            The article states that there are many similar terms to categorize consumers who prioritize ethical concerns in their consumption, and particularly that there is not an abundantly clear distinction between the terms “green consumer” and “ethical consumer,” except that one who tends to prioritize environmental issues as well as fairness in developing countries might be more likely to be classified as a “green consumer.”  I think “green” consumerism has become increasingly popular today as there has been a rise in environmental activism in recent years and many people are more conscious of and concerned with the environmental impact and sustainability of the products they buy and the companies from which they buy.

            The article then touches on a lifestyle ideology known as “voluntary simplicity” in which people voluntarily choose (not forced by government, economic conditions, etc.) to live a simpler lifestyle and prioritize the immaterial aspects of life over material possessions.  This is yet another way in which this article is relevant to today’s world because the concept of voluntary simplicity is also increasingly popular in modern society through what we now know as “minimalism,” including the rise of things like tiny homes, owning as few material possessions as possible, and simply detaching oneself from a materialistic lifestyle in order to reduce environmental impact and save money.  Fair trade and “green” products appeal to consumers who subscribe to this ideology because they are more conscious of their environmental impact.  The converse may also be true in that consumers who prioritize reducing their environmental impact can find themselves practicing voluntary simplicity because it is a lifestyle that meshes well with those beliefs.

            Another concept is the role that self-identity plays in consumer choices when it comes to fair trade or green products.  The article refers to this as “symbolic consumption” because to the consumer, purchasing fair trade and green products signifies their values and concerns for ethical and environmental issues and makes them feel as though they are part of an imagined “community” of other consumers who share the same values and concerns.  Marketers of fair trade and green products and companies can take advantage of this idea by emphasizing the fair trade and green aspects of the products through labelling and advertising and try to reach this type of consumer and connect the consumer to where the products they buy come from.  This concept reminded me of self-concepts in consumer behavior, and particularly of the “extended self,” or how consumers view their possessions as extensions of themselves, which influences the types of products and brands they want to buy.

            Finally, the article discusses how occasionally different ethical concerns conflict with or otherwise affect one another, and with other factors to consider such as price and quality, consumers may prioritize some concerns over others when making their decision.  It then concludes by suggesting that businesses should take advantage of the rise in popularity of fair trade and green/ethical products and the competitive advantage becoming a provider of this type of product can garner.  This suggestion is similar to that of the previous module’s article involving the rise of mobile technology in marketing, because both involve businesses gaining a competitive advantage from being at the forefront of a rising trend in consumer behavior.