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The Rise of the Ethical Consumer

In: Conscious Consumption

Author

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  • Pascal Stiefenhofer

    (Newcastle University, Economics)

Abstract

This chapter explores the rise of ethical consumption as a defining element of contemporary consumer culture and examines its dynamic interplay with the development of artificial intelligence. It traces the historical trajectory of ethical consumerism, from early activist movements and twentieth-century milestones to the present globalized marketplace. Ethical consumption is analyzed through multiple philosophical frameworks, including deontology, consequentialism, virtue ethics, and care ethics, which illuminate how moral responsibility is embedded in consumer choice. The discussion highlights consumer motivations, market transformations, and the role of ethical branding, while considering the increasing demand for transparency and accountability. Special attention is given to AI technologies that enable personalized recommendations, supply chain tracking, and ethically oriented marketing, as well as the challenges these tools pose in terms of bias, manipulation, and power asymmetries. By integrating ethical theory, historical evolution, and technological practice, the chapter demonstrates both the promise and complexity of aligning AI-driven commerce with social justice, environmental stewardship, and sustainable consumer empowerment.

Suggested Citation

  • Pascal Stiefenhofer, 2026. "The Rise of the Ethical Consumer," Springer Books, in: Conscious Consumption, chapter 0, pages 5-83, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-22336-4_2
    DOI: 10.1007/978-3-032-22336-4_2
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