Ethical Consumption in Germany

Abstract

SummaryThe study investigates determinants of self-reported Fair Trade (FT) consumption in Germany. Narrow conceptions of social action according to which economic constraints are decisive are complemented with theoretical considerations that point to the social function of ethical consumption. The effects of income, social status, attitudes, and personal values are analyzed. For the empirical analyses, cross-sectional data from the biennial general population survey, “Environmental Awareness in Germany”, are used. The results based on six consecutive surveys from 2000 to 2010, suggest that the resource dependence of FT consumption cannot be ignored, for income has proved to be a relevant determinant in almost all multivariate models. However, the findings also lead to the conclusion that social status, the FT specific attitude, general environmental concerns as well as solidarity and religiousness are important determinants. The study points to FT consumption as a form of middle- and upper-class distinction.