Chapter 9 of the Ethical Consumer brings a whole new area of research into play.
Deirdre Shaw has done a lot of work with ethical consumers and carried out large sacle surveys with ethical consumers (subscribers to the Ethical Consumer magazine) and more 'mainstream' consumers - supermarket shoppers.
There also appears to be two different ways to model the results. Need to dig deeper to understand the two models and speak to ECRA and Deirdre Shaw to get to the bottom of this.
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