It also known that to be an informed consumer, not only ethical requires of an extra effort, for years the principal way to get informed where: News Papers, Magazines, Shopping Guides, NGO’s and TV news. In the most rare cases some consumers also become very skilled in the matters of label reading turning their attention to tags like fair-trade, sweatshop free, organic food, kosher, etc.
To show an example of consumer interest on product information, in 2002 Ipsos Mori made a survey on “consumer activism” which reflected that 23% of consumers contacted advice from an agency.
NGO’s : Citizens Advice Bureau, Oxfam, Ethical Junction, Ethical Consumer
Media: TV Shows (watchdog), Magazines, books, newspapers, guides and leaflets.
As Lister et al (2003) names it the “new media” is very important for the consumers in general meanings, the way they get informed and the efficiency of the channels of information is determinant to facilitate their decisions at the retail stores. Is not a matter of providing a wide range of options to choose from but the have the less options possible with the best quality.
The believe that interactive media and digital social networks can become a strong and reliable tool for ethical consumers is supported by what Harrison et al, (2005) “the media, campaign groups and informal communication networks are some of the most important sources of background information for the ethical consumers”, taking this just as an introduction on what Social Networks could mean to the information process for the Ethical Consumers when he also mentions that “new technologies not only extended their reach but deliver new dimensions and potential”.
To believe that a social network on new media can help consumers have an easier and more efficient system to get information is based as well on Coppack (2003) affirmation “there are many different ways in which consumers learn, from friends and informal networks through to more formal programs.”