Looking for info? Understanding ethical consumer information management using a diary approach.

Abstract

Purpose (mandatory): Although the role of information has been previously raised in ethical consumer literature, practices related to information search and interpretation have not been fully examined in relation to ethical consumption. This paper sets out to explore the search and use of information of ethically oriented consumers in order to understand the problematics of this process and how they may translate in the development of consumer skills over time.

Design/methodology/approach (mandatory): By using a qualitative approach and diaries, an exploratory emphasis has been adopted to examine how consumers experience their informational search and interpretation over a period of 11 weeks. Diaries allowed to account for the temporal dynamics of the studied phenomenon.

Findings (mandatory): Insights are provided not only about the specifics of information search (e.g. sources, type of search, timing etc.) but also about the emotions generated and the strategies employed. A conceptual map of the ethical consumer information search of participants is provided.

Practical implications: It is suggested that new technologies, such as mobile applications and geolocalization, could overcome some of the problematics of informational search identified in this study. Also, the use of social networks can prove particularly interesting for companies and NGO that target ethically oriented consumers.

Originality/value (mandatory): The study provides empirical evidence on consumer strategies and the gradual development of consumer skills in relation to ethical information search and information. It shows how information search is relevant to understand the complexity of ethical consumption.

Purpose (mandatory): Although the role of information has been previously raised in ethical consumer literature, practices related to information search and interpretation have not been fully examined in relation to ethical consumption. This paper sets out to explore the search and use of information of ethically oriented consumers in order to understand the problematics of this process and how they may translate in the development of consumer skills over time.

Design/methodology/approach (mandatory): By using a qualitative approach and diaries, an exploratory emphasis has been adopted to examine how consumers experience their informational search and interpretation over a period of 11 weeks. Diaries allowed to account for the temporal dynamics of the studied phenomenon.

Findings (mandatory): Insights are provided not only about the specifics of information search (e.g. sources, type of search, timing etc.) but also about the emotions generated and the strategies employed. A conceptual map of the ethical consumer information search of participants is provided.

Practical implications: It is suggested that new technologies, such as mobile applications and geolocalization, could overcome some of the problematics of informational search identified in this study. Also, the use of social networks can prove particularly interesting for companies and NGO that target ethically oriented consumers.

Originality/value (mandatory): The study provides empirical evidence on consumer strategies and the gradual development of consumer skills in relation to ethical information search and information. It shows how information search is relevant to understand the complexity of ethical consumption.