e-journal
The root and responsibility model: a framework for ethical consumption
Purpose – Much information is hidden from consumers including social and environmental
violations, poor labour practices and unethical economic activities. This paper aims to present a model
for both consumers and corporations that can assist in empowering consumers when making
purchasing decisions by bringing the behind the scenes information to the buyer. A responsibility
rating is provided at each step in the production chain.
Design/methodology/approach – The paper provides an argument with research findings of how
consumers are linked to their purchases, and how these purchases contribute to the current
manufacturing cycle and perpetuation of land and labour abuses.
Findings – Consumers can influence the product lifecycle of their chosen products. The model
provides a mechanism for consumers to purchase items that are in keeping with their worldview.
A certifiable standard for corporations is presented.
Practical implications – Consumers are provided with a system that they can immediately obtain
the responsibility ratings of any of their chosen products in real-time. Companies with low
responsibility ratings lose out in their sales revenue and are thus motivated to change their production
methods. Companies would compete in an atmosphere of total disclosure regarding social and
environmental matters giving rise to a new ethic of consumerism.
Originality/value – A new form of consumerism is uncovered, one that takes the recursive nature of
consumer actions into account.
Keywords Consumerism, Standards, Ethics, Economics, Social change, Behaviour, Recursion,Corporations
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