2024, Vol. 6, Issue 3, Part A

Author(s): Manjula Grover

Abstract: India has experienced a significant shift in consumer behaviour patterns in recent years. A growing segment of consumers is evaluating and aligning their personal values with brand choices, considering factors such as price sensitivity and brand familiarity. Ethical consumerism has gained tremendous momentum in India, driven by increasing sustainability consciousness, animal-friendly practices, fair trade, and social impact. As a result, brands are being evaluated for what they stand for, rather than just what they offer. The present research analyzes the intersection between ethical marketing and consumer mindset. This study uses a Systematic Literature Review (SLR) method, incorporating more than 48 peer-reviewed journal articles, industry reports, and corporate case studies, specifically focusing on the dynamics of the Indian market. It seeks to examine what motivates Indian consumers to choose ethical products, the reasons behind their intention-action gap, and the strategic responses of companies to this ethical awakening. Based on established theoretical frameworks such as the Theory of Planned Behavior, Moral Identity Theory, and the Value-Belief-Norm model, the paper provides valuable insights into the psychological, sociological, and structural factors influencing consumer decisions. The paper proposes the S.A.F.E. Consumption Compass, a four‑pillar diagnostic framework comprising of Sustainability & Social Awareness, Affordability & Access, Fairness & Authenticity, and Engagement & Empowerment that explains and guides ethical consumer behaviour in the Indian marketplace. The results indicate a clear intention-action gap: despite strong interest in ethical brands, consumer behaviour does not always translate into purchasing decisions, often due to price restrictions, lack of availability, or distrust. The study concludes by offering recommendations for marketers, policymakers, and educators to bridge this gap. The study also emphasizes the need for a more transparent, realistic, and trustworthy ethical marketplace, which could drive India's transition towards a value-oriented economy.

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