Consumer
Consumer
This section seeks to outline concepts about how consumers can be baffled by marketing strategies, and how they can be guided to make responsible decisions.
Cognitive Dissonance
Research shows that individuals may experience some level of physical discomfort and mental stress when they behave in contradiction to their beliefs and values, for example when shopping from unethical brands even though they believe that unethical fashion is wrong. The best solution to counter these feelings is to be consistent, although it can be difficult to align individual actions with the societies’ developing consciousness and engagement in environmental, socio-economical and political issues.