The Guanghua School of Management

Peking University

Department of Strategic Management Seminar Series

2009－2010 (08)

You are cordially invited to the following seminar hosted by the Department of Strategic Management at the Guanghua School of Management.

Topic: Do You Really Care– The Myth of the Ethical Consumer

Venue: Room 109, the New Building of GSM, PKU

Time: 10:00am-12:00pm, May 12th, 2010 (Wednesday)

Speaker: Prof. Timothy Devinney, University Professor of Strategy, School of Business, University of Technology Sydney; Professor (Conjoint), Faculty of Medicine, University of New South Wales

Should you have any enquiries, please contact Ms. Xuan Wang of the Strategy Department: xuanw@gsm.pku.edu.cn .

Prof. Timothy Devinney Vitae

Abstract: Do consumers really care where products come from and how they are made? Is there such a thing as an ‘ethical consumer'? Corporations and policy makers are bombarded with international surveys purporting to show that most consumers want ethical products. Yet when companies offer such products they are often met with indifference and limited uptake. It seems that survey radicals turn into economic conservatives at the checkout. This talk, based on the forthcoming book, The Myth of the Ethical Consumer, reveals not only why the search for the ‘ethical consumer' is futile but also why the social aspects of consumption cannot be ignored. Consumers are revealed to be much more deliberative and sophisticated in how they do or do not incorporate social factors into their decision making.

http://www.business21c.com.au/2010/03/do-you-really-care-the-myth-of-the-ethical-consumer