Resonating with the ethical-religious consumer: effective communications within the UK supermarket sector

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Description/Abstract

The supermarket sector is generally regarded as being both responsible and irresponsible with regards to their stance on food consumption. This paper looks at a particular minority of consumers whose great concern is that the food that they consume is produced and marketed ethically. Qualitative research was carried out on ethical-religious, semi-ethical and ethical- agnostic consumers to ascertain their concerns and feelings. The paper concludes by presenting typologies for these consumers and a communications model of how supermarkets could reach these increasingly important consumers effectively through the way they deal with Corporate Social Responsibility and by removing the ‘noise’ that often affects their communications