This dissertation elaborates differences and similarities of forms of ethical behaviour in
general and analyses whether German consumers differentiate between different types of ethical
behaviour in particular. The thesis is characterised by its intensive combination of
theoretical and empirical research. It furthermore contributes to the literature as the method
triangulation applied in the different surveys reveals previously unknown relationships between
different kinds of ethical behaviour such as ethical consumption and charitable giving as
well as between different forms of ethical products. Choice experiment latent class analysis
information display matrix and item-based attitude assessment allowed the comparison of stated
and revealed preferences as well as an analysis of the relevance of ethical product features
within the context of different product and process attributes. The dissertation provides
insights into a research field which is becoming more and more relevant and improves the
understanding of consumers' assessment and the interdependencies of the possibilities of
ethical behaviour. This allows the development of recommendations for consumer policy makers
business and NGOs concerned with the ethics of consumer choice as well as future research on
ethical behaviour in general and ethical consumption in particular.
