【管理辞典】良知消费 / Ethical Consumerism

「释义」

良知消费又称良心消费、道德消费，是指购买符合道德良知的商品。一般而言，这是指没有伤害或剥削人类、动物或自然环境的商品。良知消费除了“正面购买”符合道德的商品，或支持注重世界整体利益而非自身利益营运模式之外，亦可采取“道德抵制”的方式，拒绝购买不符合道德的商品，或是抵制违反道德的公司。

「应用场景」

良知消费是指产品可以满足人们的最大需求（例如，公平贸易咖啡或为慈善事业捐款的购买）。 如今，将道德与购物相结合的一般思想已成为主流概念，人们对消费者可能通过其购买习惯来影响变化的观点正在产生强烈的反响。 这种悲观的态度主要源于道德品牌的销量下降。 该论点说：“如果消费者关心道德问题，那么做对了事的公司和品牌将拥有更大的市场份额。 显然，人们不必在意这些问题，因此良知消费将失败。 我们不能为通往更美好的世界而购物。”

Ethical consumerism is the broad label for companies providing products that appeal to people’s best selves (for example, fair trade coffee or a purchase that includes a donation to a charitable cause). Now that the general idea of combining ethics and shopping has become a mainstream concept, there is a developing a backlash against the idea that consumers might effect change through their purchasing habits. This pessimistic stance stems primarily from the lower sales of ethical brands. “If consumers cared about moral issues,” the argument goes, “then companies and brands that did the right thing would have a larger market share. It is clear people must not care about these issues and so ethical consumerism is going to fail. We cannot shop our way to a better world.”

以上文字选自

Ethical Consumerism Isn’t Dead, It Just Needs Better Marketing

朱莉·欧文（Julie Irwin）| 文

马冰仑 丨编辑