Consumer Attitudes Toward Ethical Shopping: Understanding Influences, Preferences, and Barriers

Bc. Zeeshan Syed, BA (Hons)

Diplomová práce

Abstract:

Research Objectives The main aim of the research is to examine consumer attitudes towards ethical shopping, including awareness, willingness to pay more, and perceptions of ethical claims. Following sub-objectives have been framed for the fulfillment of the primary objective. To examine the factors that influence consumer willingness to purchase ethical products (e.g., price, quality, brand trust). To evaluate how demographic factors (age, income, education, etc.) impact ethical shopping behavior. To examine the role of ethical certifications (e.g., Fair Trade, B Corp, organic) in influencing purchasing decisions. To evaluate barriers to ethical shopping, including price sensitivity, convenience, and perceived authenticity of ethical claims. Methodology: Research Methodology The present research is descriptive in nature. The thesis will be divided into two main sections: the first focusing on the theoretical framework and the second on the practical application. The first section consists of the literature review, which defines ethical shopping and provides an overview of various ethical shopping practices such as sustainable products, fair trade, cruelty-free, and eco-friendly choices. This section also reviews studies that assess consumer awareness of key issues like environmental degradation, labor rights, and sustainability in production processes. Additionally, it examines consumers’ willingness to pay for ethical products, their trust in ethical labels and certifications, and the barriers to ethical shopping. The section concludes with an overview of current trends in ethical shopping. To support this, secondary sources such as articles, e-books, journals, magazines, websites, and blogs will be referenced. The second section of the thesis addresses the practical aspect, where primary data will be collected through a structured questionnaire distributed via Google Forms to a sample of 130-150 respondents from India. The data gathered will be analyzed using SPSS for statistical techniques such as correlation, regression, and Chi-Square tests. Additionally, Microsoft Excel will be used to generate graphs, charts, and tables.

Keywords

Green Consumerism, Products, Mindful Shopping, Ethical Shopping, Fair Trade

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 4. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 5. 2026
• Vedoucí: Ing. Richard Selby, Ph.D.
• Oponent: Dagmar Charvátová, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration