「釋義」

良知消費(fèi)又稱良心消費(fèi)、道德消費(fèi)，是指購買符合道德良知的商品。一般而言，這是指沒有傷害或剝削人類、動(dòng)物或自然環(huán)境的商品。良知消費(fèi)除了“正面購買”符合道德的商品，或支持注重世界整體利益而非自身利益營運(yùn)模式之外，亦可采取“道德抵制”的方式，拒絕購買不符合道德的商品，或是抵制違反道德的公司。

「應(yīng)用場景」

良知消費(fèi)是指產(chǎn)品可以滿足人們的最大需求（例如，公平貿(mào)易咖啡或?yàn)榇壬剖聵I(yè)捐款的購買）。?如今，將道德與購物相結(jié)合的一般思想已成為主流概念，人們對(duì)消費(fèi)者可能通過其購買習(xí)慣來影響變化的觀點(diǎn)正在產(chǎn)生強(qiáng)烈的反響。?這種悲觀的態(tài)度主要源于道德品牌的銷量下降。?該論點(diǎn)說：“如果消費(fèi)者關(guān)心道德問題，那么做對(duì)了事的公司和品牌將擁有更大的市場份額。?顯然，人們不必在意這些問題，因此良知消費(fèi)將失敗。?我們不能為通往更美好的世界而購物。”

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.”

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以上文字選自

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

朱莉·歐文（Julie Irwin）| 文

馬冰侖?丨編輯?