Chapter 3

The Inscrutable Shopper

In this chapter we discuss three consumer types as identified in our primary and secondary research. They are the ethical consumer, the green consumer, and the activist consumer, each of whom has gained a high profile in society and have an impact on the retail industry. The evidence for these segments is based on many financial and economic indicators of the growing success of products that are ethically and environmentally sound. The chapter also presents the results of research into consumer perceptions of retail brands in this regard and how retailers have responded to calls for transparent ethical and green compliance throughout the supply chain. As mentioned earlier, we seek to provide an understanding ...

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