Buying for good: Altruism, ethical consumerism and social policy

The extent of altruistic behaviour and its relationship to the market has been a major interest social policy analysts since pioneering work Richard Titmuss. Here we report on empirical research into such in consumer markets where self-interest might be expected dominate but whose participants are increasingly demonstrating more ethical concerns. We discuss three factors that have hypothesized affect depth by individuals markets: degree personal sacrifice involved purchase, reputation with their family friends individuals' sense self-identity. Using an online survey method, measure consumers' motivations for real purchases two different consumerism settings: (RED) Fairtrade. find evidence support all hypotheses conclude some implications policy.