Prosocial consumption has become a movement with tremendous influence in the way organisations and policy-makers design their strategies (White et al., 2020). Even though consumers are aware of the critical importance of this issue, there is frequently a gap between their attitudes about being prosocial and their behaviours (i.e., endorsing / approving of charities and ethical consumption, but not actually donating, buying, or supporting brands that are ethical in these behaviours).
(a) Imagine that Advert Co has to work with an organization to develop a campaign to promote prosocial behaviours. Select one prosocial issue in the table below to address in this question:
o Buying fairtrade (vs. buying traditional goods such as coffee, chocolate, and bananas)
o Cruelty-free products (vs. traditional) o Charity donations (from street
o Fast fashion (vs. well made locally sourced items or
vs. recycled / 2nd hand shopping)
o Food consumption: Organic, local, free-range and/or cage-free, alternative-meat, or vegetarian food consumption (vs. traditional produce, meat and dairy consumption)