Drivers of Ethical Consumption: Insights from a Developing Country

WEIRD countries (Western, Educated, Industrialised, Rich, Democratic) consume well above the earth's capacity to produce. Non-WEIRD look on, with justifiable envy and want increase their standard of living. Not only do we need reduce consumption in countries, also understand non-WEIRD citizens’ motivations avoid/reduce future issues caused by over-consumption. This paper covers breadth phenomena ethical habits drivers Pakistan. In-depth unstructured interviews were conducted Pakistani respondents analysed using laddering technique uncover consumption. Consumption choices Pakistan are driven primarily religiosity frugality. While concern for health environmental conservation is shared underlying values (conformity tradition) differ. These results emphasize developing societies adjusting our marketing programs improve societal wellbeing protection.