| Category | Characteristics | Ratio |
| Global watchdogs | The ethical hardliners | 5% |
| Conscientious consumers | Concerned about ethical issues, but the quality matters more | 18% |
| Do what I can | Having ethical concerns, but not very strongly | 49% |
| Brand generation | Concerned with brand names | 6% |
| Look after my own | The least concerned with social, ethical, environmental issues | 22% |
Figure: Five categories of ethical consumers (Adopted from Cowe & Williams, 2000). Note: Excludes 13% ‘don’t know’