Buy products made by fairly paid workers. Take the vegan challenge. Buy green energy. These calls for ethical consumption are growing louder and becoming more prominent in wealthy societies around the world. Ethical consumption can be defined as the practice of purchasing products and services produced in a way that minimizes social and environmental damages. At the same time, it refers to the act of avoiding products and services deemed to have a negative impact on society or the natural environment.
According to Dr. Maria Pecoraro from the University of Jyväskylä, ethical consumption embraces a variety of consumption tendencies related to global ecological and social concerns and values. Indeed, the themes related to ethical deliberations of consumption vary from human and animal rights to environmental issues. Furthermore, it is a way to question consumption-oriented lifestyle in general.
The target group of Visit Finland’s marketing activities consists of people who have traveled a lot and are looking for unique experiences. This target group is known as “modern humanist”. Travelers belonging to this category appreciate quality of life, nature and responsibility. In this view, it seems that the consumption practices of modern humanists are driven by personal values, beliefs and life-views. In fact, we can see a clear connection between modern humanists and ethical consumption.
Who are the ethical consumers?
According to Visit Finland, modern humanists come from countries such as Great Britain, Germany, Italy, France, USA and China. But do we know what are their values and beliefs? What role do these values play in their daily consumption practices? What are their attitudes towards animal-based tourism activities? We will address these questions in a video-ethnographic study conducted in close collaboration with our project partner Associate Professor Joonas Rokka from EMLYON Business School. In the study, we will not focus on modern humanists in general, but look at modern humanists who consider themselves as ethical consumers. To that end, we will focus on four countries, USA, Great Britain, France and China.
Fieldwork just started!
With a beautiful Spring weather, we launched the video-ethnographic fieldwork in April. On April 5, we were in Hetta Huskies and on April 6, we visited Harriniva in Fell Lapland. During our visit, we took part in husky and reindeer safaris. On April 8, we visited Northern Gate Safaris in Rovaniemi. We have conducted several interviews and observed production and consumption practices in the respective companies. We collected data mainly through video. During the next months, we will continue the fieldwork in different locations. So stay tuned for more updates!
Text: José-Carlos García-Rosell and Minni Haanpää