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Ethical Consumerism

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PEPSI’S CONCEPT OF ETHICAL CONSUMERISM
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Executive summary
The ethical consumerism market has shifted significantly over the past few decades just as the attitudes regarding the environment and ethical sourcing of products. Unlike in the past decades when consumers were generally ignorant of the information regarding what was being offered to them, today the consumers are more individualistic and informed. A short opinion survey conducted among a sample of 13 students from GSM London to assess the factors that impact consumer behavior have shown that two-thirds of the respondents lean towards the assessment of a firm’s ethical marketing process before making a decision to buy from such a company.

Table of Contents
Executive summary 2
Introduction 4
An overview and analysis of ethical consumerism 4
Review of Pepsi Co Inc Company 6
Result of the Short Opinion Survey 8
Conclusion 10
Recommendation 10
Reference 11
Appendix 13

Introduction
Ethical consumerism is growing in significance influencing customer choices as well as increasing the role played by the social movement in the marketing process (Buechler, 2010, p.13). New unfolding and ethics are pushing customers to participate actively in market participation and also to criticize the market process and retreat from it. This paper will focus on the analysis of factors that influences consumer behavior through an opinion survey conducted among thirteen students at GSM London. The study also focuses on the identification of products deemed to fall within the ethical category.
In addition, the paper also analyzes a case study of PepsiCo, with a view to identifying ways in which it applies ethical issues in its business. It focuses on different strategies employed by PepsiCo in order to continue being a socially conscious business…...

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