The Role of Campeigner in the Socialization Process of Ethical Consumption in the United Kingdom

Abstract

In order to achieve fairness in price formation in the food chain, it is beneficial to spread and fix the concept of ethical consumption. In the United Kingdom, social movement organizations, known as "Campaigners", play an important role to uncover ethical issues, tell the story behind them and raise awareness of the in society. It is also necessary to communicate ethical issues through interaction with the media and consumers. This study shows how the campaigners play a major role in expanding the idea of Ethical Consumption, and proposes a hypothetical model of the socialization process through three case studies.