Consumer
(dummy) Consumers have more to do with the situation than some might think
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.
