Consumers usually adapt two types of shopping values. First, hedonic value, which is associated with satisfaction of the senses enhanced by experiences of pleasure, entertainment and fun. Second, utilitarian value are focused on functional aspects of the product like durability, price, physical performance and environmental protection among others. Based on scientific literature review, hedonic and utilitarian consumer behavior can be the source of the ethical consumption. The notion hedonism is traditionally associated with negative emotions and is linked with immediate gratification, individualism, materialism and excessive selfish behavior. The analysis of scientific literature suggests that hedonic consumption causes a sense of guilt. Broadly guilt can be understood as a negative emotion aroused when persons behavior is at variance with persons own standards. Guilt can occur during purchase, in usage situations and even while disposing off the products. People may experience the sense of guilt when choosing unethical alternative which make them eliminate their guilt by coping behavior like ethical purchasing. Vast majority of literature also reveals that consumers perceptions of the importance of the product category based on the consumers inherent needs, values, and interests act as a significant influencer. Generally customers display more hedonism when a particular product category is less central to their lives and as compared to the products which are more central. Utilitarian customers on the other hand perceive all purchases central to their lives.

1. Construct a theoretical framework with clear labelling of variables

2. Derive at least 5 directional hypotheses.