Advances in Consumer Research
Issue 4 : 2558-2572
Original Article
Decoding The Conscious Consumer: A Managerial Perspective on Ethical Decision Making
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1
Assistant Professor, Faculty of Management, SRM Institute of Science and Technology, Chennai, Ramapuram,600089.
2
Assistant professor, Faculty of Management, SRM Institute of Science and Technology, Chennai, Ramapuram, 600089.
3
Assistant Professor, Faculty of Management, SRM Institute of Science and Technology, Chennai, Ramapuram, 600089.
Abstract

The emergence of the conscious consumer has profoundly altered the dynamics of modern marketplaces, challenging traditional managerial paradigms and prompting a re-evaluation of ethical decision making within organisations. While consumer behaviour increasingly reflects concern for social justice, environmental sustainability, and corporate transparency, the managerial response to these shifts remains inconsistent, fragmented, and often performative. This paper explores the interface between ethical consumer expectations and managerial decision-making frameworks, drawing on established theories from business ethics, behavioural psychology, and stakeholder management. It argues that conscious consumerism is no longer a marginal movement but a dominant force shaping strategic business conduct. Through an interdisciplinary lens, the paper decodes how managers perceive and react to consumer-driven ethical pressures, and proposes a conceptual model that integrates consumer values into managerial ethics processes. The study further examines how generational shifts, ESG expectations, and reputational risks have elevated ethical literacy as a strategic imperative in the boardroom. By combining theoretical synthesis with managerial insights, this research bridges the gap between consumer behaviour studies and corporate ethics, offering a fresh, grounded perspective on navigating ethical complexity in a value-driven economy. The findings have both theoretical and practical implications, underscoring the need for ethically aligned leadership and value-centred decision making in an era where consumers demand more than products — they demand principles.

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