DOI: https://doi.org/10.59321/BAUETJ.V4I1.13
AUTHOR(S)
Amrita Nandy*
ABSTRACT
“Ethical consumerism”, which mostly centered on marketing practices from early times, is currently evolving in every aspect of the business. “Sustainability” conversely, is a burning concept of the modern arena, as current business is facing diversified challenges ranging from natural calamities to man-made unethical crises. In this paper, a promising trend of business has been discussed in detail that bridges two concepts “ethical consumption” and “sustainability”. By reviewing the literature, a growth pattern in the application of ethical consumption at many spots of business has been identified and a gap has been observed in a unified concept of “ethical consumption” and how it renders sustainability. Thus, this study will contribute to constructive scrutiny for academicians to develop further models and theories on this topic. As an added advantage, this research will further encourage managers, entrepreneurs, and policymakers to imply ethical strategies aiming at the sustainable performance at every stage of business. Confinement within the literature is the main limitation of the study which again bestows empirical research opportunities in the future.