Ethical consumers buy based on values

Ethical consumers buy based on values

*Dr. Candace Croney is director of the Center for Animal Welfare Science and associate professor of animal behavior and well-being at Purdue University. Dr. Nicole Widmar is associate professor of agricultural economics at Purdue University.

MUCH has been written about the role of shared values in building trust between businesses and their customers. For those described as "ethical consumers," this concept may be even more salient.

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