Investigating the Drivers of Ethical Consumption in Switzerland

Project by

Makiko Hashinaga
Senior Fellow 2023–2024

The project takes a comparative approach to investigate the determinants of ethical consumption in Switzerland. First, by clarifying differences in Swiss contextual factors through Swiss market and qualitative research on fair trade advocates and general consumers. Secondly, by conducting a curriculum analysis and participant observation of consumer education-related subjects of ethical consumption in Swiss school education. She will elucidate the characteristics of educational content and methods that foster ethical qualities and construct a hypothetical structure of ethical consumption promotion factors in Switzerland. In a third step, data from a consumer survey conducted in Switzerland will be used to test hypotheses on the main factors driving ethical consumption in Switzerland developed based on the first and second steps. And fourth, developing a coherent theoretical approach to the factors driving ethical consumption in Switzerland.