Ethical consumption and animals in tourism

Ethical consumption

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.

 

Photo: José-Carlos García-Rosell

 

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.

Modern humanists

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.

 

Photo: José-Carlos García-Rosell

 

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!

 

Photo: Harriniva Safari Guide
Photo: Minni Haanpää

 

 

 

 

 

 

 

 

 

 

 

Text: José-Carlos García-Rosell and Minni Haanpää

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Hetta Huskies – project partner

This is a short interview with Pasi Ikonen, one of the owners of Hetta Huskies, which is situated in Hetta, Finland. Hetta Huskies is one of the 11 companies participating in the project “Animals and Responsible Tourism”. In the interview, Pasi talks about his company and animal welfare as the guiding principle of his business philosophy. He also tells about the value of animal welfare certifications for his company. Hetta Huskies received a GOLD award in the Animal Welfare Category in the World Responsible Tourism Awards 2015. The interview was conducted by Tarja Salmela in October 4, 2016.

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