This book presents five related studies each dealing with the issue of the motivations behind
ethical choices of consumption and discussing their implications on marketing strategy. The
fields of investigation range from organic food to genetically modified products from
bio-fuels to new low-emission transport technologies the consumption of each of which has by
its very nature a recognized ethical validity. On these themes this volume offers a European
point of view and in particular an Italian one either extending studies undertaken in
various countries or proposing new and original lines of research into the antecedents of
purchase intentions that have never before been explored.
