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

Ranchhod, Ashok and Macdonald, Lesley (2012) Resonating with the ethical-religious consumer: effective communications within the UK supermarket sector Journal of Public Policy & Marketing

Record type: Article


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

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Submitted date: 7 March 2012
Organisations: Winchester School of Art


Local EPrints ID: 338379
ISSN: 0743-9156
PURE UUID: 704c1c83-411f-4ec4-9216-b518a6b74191
ORCID for Ashok Ranchhod: ORCID iD

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Date deposited: 16 May 2012 13:19
Last modified: 18 Jul 2017 05:57

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Author: Ashok Ranchhod ORCID iD
Author: Lesley Macdonald

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