The Role of Ethical Consumerism and Consumers’ Social Responsibility in Sustainable Development

Abstract

Purpose of the Study: Corporate side of social responsibility has gained significant attention by researchers but there are only few articles which discusses the role of consumer in successful execution of CSR activities. The study aims to explore the impact of socio-cultural, economic, and digital media aspects on ethical consumerism in India. It explores how uneven star such as culture, social media exposure, education, affordability, and customer awareness impact ethical winning decisions among Indian buyers. Materials and Methods: A quantitative research design was adopted, using a structured questionnaire to collect primary data. Statistical techniques including Principal Component Analysis (PCA), reliability testing (Cronbach’s Alpha), and Multivariate Analysis of Variation (MANOVA) were employed to analyse the data. PCA was used to recognize and group key influencing factors, whereas MANOVA assessed the effect of demographic and socio-cultural variables on ethical consumer selections. Key Findings: The results indicate that cultural values and education substantially guide ethical consumer behaviour, whereas affordability and perception remain critical barriers. High consistency scores (? = 0.833 and 0.896) confirm the consistency of the scales used. The multivariate analysis revealed that age, gender, culture, social media usage, price sensitivity, and education collectively influence consumer decisions, with culture and education explaining the largest portion of variance (R² = 0.922 for ethical buying behaviour and R² = 0.933 for consumer ethical choices). Conclusion: Ethical consumerism is increasing momentum in India, twisted largely by cultural norms, digital engagement, and educational levels. However, monetary constraints and lack of consumer perception offering significant experiments. These insights can guide marketers, policymakers, and instructors in crafting strategies to foster more liable consumer actions.

Introduction

1. Introduction

Ethical consumerism refers to purchasing decisions that consider social and environmental impact, including sustainability, fair labor, and animal welfare. It has gained global traction and is increasingly relevant in developing countries like India, where climate concerns and evolving consumer values are influencing behavior.

2. Theoretical Framework

Two main models explain ethical consumer behavior:

• Theory of Planned Behaviour (TPB): Emphasizes personal values, social norms, and perceived control over making ethical choices.

• Consumer Decision-Making Model: Focuses on how psychological, social, and economic factors shape buying habits.

In India, internal motives (moral beliefs, values) and external factors (social media, pricing, culture) both influence ethical consumption. Despite high awareness, affordability, access, and price remain key barriers.

3. Literature Review

A. Socio-Cultural Factors

• Cultural norms, especially among youth, promote environmental consciousness and community welfare.

• Gender: Women tend to show stronger ethical purchasing behavior.

• Education: Higher education correlates with greater awareness and ethical buying.

B. Economic Constraints

• Price remains a major obstacle, particularly in India where consumers are price-sensitive.

• Ethical products cost more due to sustainable sourcing and fair labor practices.

C. Social Media Influence

• Social media plays a major role in raising awareness and influencing purchase decisions, especially among Gen Z and urban consumers.

• Platforms like Instagram and WhatsApp are used for promoting ethical brands and practices.

4. Methodology

• Design: Quantitative study with a survey of 457 Indian consumers.

• Variables:

  • Dependent: Ethical buying habits, ethical choices.

  • Independent: Age, gender, education, social media use, culture, and price sensitivity.

• Tools Used: Principal Component Analysis, MANOVA, Split-Half Reliability tests.

5. Key Objectives

1. Link between awareness and ethical buying.

2. Role of culture and gender.

3. Impact of economic constraints.

4. Social media’s influence.

5. Effect of education on ethical choices.

6. Results

A. Factor Analysis

• Four main components explain 81.17% of the variance in ethical consumer behavior.

• High communalities show that social influence, cultural values, and education are the most influential factors.

B. Reliability

• All measurement scales showed strong internal consistency (Cronbach’s alpha > 0.83).

C. Awareness

• 66% of respondents were aware of ethical consumerism, while 34% were not—highlighting a need for better outreach and education.

D. Multivariate Analysis

• Showed significant interrelationships among demographic, economic, and social factors affecting ethical buying behavior.

• Each independent variable (e.g., social media, price sensitivity, education) contributes uniquely to ethical decision-making.

Conclusion

The present research was conducted to gain insights into the factors influencing ethical consumerism in developing country like India. The findings of the study and conclusion drawn on the framed hypotheses are shown in the table below (Table 6). Supported by statistical analysis the study results suggest that consumer awareness is significantly associated with ethical purchasing behaviour which indicates that individuals who are more informed about ethical consumerism are more likely to make sustainable purchasing choices. Additionally, socio-cultural factors play an important role in shaping consumer preferences for sustainable products. This further emphasizes the importance of cultural and traditional values in ethical consumption.

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Copyright

Copyright © 2025 Ranjeeta Madhwani, Priyanka Baid. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.