Professor Jing Wan from the University of Guelph highlights that while many consumers express a desire to shop ethically—supporting fair labor and environmentally-friendly products—higher prices often deter them from doing so. Her research indicates a disconnect between consumers’ ethical intentions and actual purchasing behavior, as ethical products only capture a small market share. Wan suggests that reducing overall consumption is a more effective way to shop ethically. Billie-Jo O’Brien, co-owner of Molloys Soap, emphasizes the importance of eco-friendly practices in their local manufacturing, appealing to customers who value sustainability.
