ABSTRACT

This study aimed to see how they came to practice ethical consumption, with which motivation, whether or not they continued such consumption. As a research method, the study selected a case study method,conducted an in-depth interview with 14 ethical consumers, and analyzed the contents of the interviews. As a result, firstly, ethical consumers have a lot of interesting about true life, self improvement, and ways to live in nature because of environmental pollution. Furthermore, they have been trying to understand society diverse views and interested in living in small communities for a better life. Secondly, ethical consumers are critical about not only marketing strategies encourage consumption at retail outlet but also consumers who consume for showing to people and conveniences. In other words,they believe that a large reason for environmental pollution and serious social problems is consumer’s behavior. They point to the initial motives about the influence of family and people near them, the connection of their jobs to be connected to ethical consumption, and experiences related to nature and the environment. And it is apparent that the biggest reason they keep practicing ethical consumption is personal contentment such as inner satisfaction and family health and public benefit such as environment and saving Korea farms. Especially, the most ethical consumers are conscious to reduce environmental pollution by their consumption.

KEYWORD

윤리적 소비(Ethical consumption), 윤리적 소비자(Ethical consumer), 윤리적 소비의 동기(motivation of ethical consumption), 사례연구(case study)

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