Determinants of Consumer Choice of Goods with Different Ethical Attributes

Ethical consumption is a fast-growing worldwide tendency, which illustrates an important transformation of people’s attitude to consumption. That is why the determinants of ethical purchases are in the field of researchers’ interest. Previous studies were dedicated to establishing of general factors of ethical purchases. The aim of this study is to find out the most important ethical attributes for Russian consumers and the determinants of consumers' choice of goods with different ethical attributes. Moreover, in this paper we find out the determinants of consumers' refusal to buy habitual goods in case of unethical behaviour of producers. The study is based on the data collected by an online questionnaire. The approach to conducting this research includes both qualitative and quantitative methods. To analyze the data we estimate several binomial regressions according to different ethical attributes, existing on Russian FMCG market. We have got the results that demonstrate the difference between consumers' choice of FMCG with different ethical attributes.