Abstract

This paper presents empirical data which allow us to examine how ethical aspects influence ethical consumers’ brand choices on technology-based products,such as washing machines, fridge freezers, and cars. Predicted by the literature review, the majority of our interviewees did make their brand choice based onreliability. However, we found that ethical consumers’ concept of reliability includes not only functionality but also ethical values. The results suggest that we have to reconsider whether considerations of companies’ ethical standards are the only indicators of brand choice as a shortcut of the assessment of business ethics or whether various forms of ethical considerations including ethically reconstructed reliability can also a contribute to this.