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New research from a team led by the OU's Dr Clive Barnett suggests that the most effective campaigns to encourage ethical consumption are those that take place at a collective level, such as the creation of Fairtrade cities, rather than those targeting individual behaviour.
"For many people, their choice to buy ethical goods or services is shaped by both personal and public commitments," says Dr Barnett.
The research found that people often lack effective pathways to act on their concerns over organic food, environmental sustainability or third world sweatshops. According to Dr Barnett, the findings present a clear message: "If ethical consumption campaigns are to succeed, they need to transform the infrastructures of every day consumption rather than focusing on changing individual consumer behaviour".
The research was funded by the Economic and Social Research Council (ESRC).