As Kermit famously said, it’s not easy being green. And ironically, as ethical consumption gets more popular, it has also become more difficult to judge which products are ethical and which aren’t. In this article, we start by looking at the part emotion plays in purchasing decisions and the gradual demand for greater product morality. We assume that sellers – spookily enough – are highly interested in selling us stuff, and getting our money is what gets them out of bed in the morning.
We end up at the shocking conclusion that we will only get more ethical products if we give our cash to sellers that treat their produce as if it is worth something to them. Bet you weren’t expecting that!