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HEIDI from the A/B social grade. Shops organically from whole foods store and tries to purchase organic cotton and wear ethical brands. Cost is not a factor in their lifestyle.

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an ethical consumer might aim to help guide others into an ethical life and how easy it is to do so. E.g. the better dressed blog.
http://www.betterdressedblog.com/

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The image is from 'The True Cost' documentary. This can bring new consumers to the market as they are sympathetic for the people who are making garments which are not ethical.

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People aren't always shopping and living an ethical life for the right reasons, but instead because they like the idea of the 'image" that media portrays comes with ethical shopping

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The map below shows the split between fairtrade producer and consumer countries.

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The map below shows the split between fairtrade producer and consumer countries.

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Fairtrade products are becoming more widespread and include tea, coffee, sugar, chocolate, flowers and even clothing made from fairtrade cotton. almost one in three bananas sold in the UK is fairtrade.

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Ethical consumer influenced by the trends of what her friends are eating and buying.

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Made from organic fairtrade cotton knitted round-neck cardigan with cable knit. Handknit jumper.

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The ethical consumer will be of upper middle class/middle class social status. They will have a high paid job & are therefore able to afford higher priced ethical fashion.

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Conscious of where all the products she buys come from & looks for Fairtrade
and Ethically sourced products.

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Generation Y may prefer brands that aren't necessarily advertised as an ethical brand but have an ethical ethos.
http://www.highsnobiety.com/2016/11/11/cheap-monday-co-sustainability/#slide-3
Goal to make 100 percent of its denim fully recyclable by 2018

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comes from a wealthy upbringing, loves ethical fashion, buys most beauty products from body shop

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KIPPER-cares about ethical fashion, but her parents support her so she can afford to

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HEIDI

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loves People Tree

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Generation Y, prefer casual brands such as Rapanui and Toms.