The reality is that only about 5% of consumers make ethical decisions in their purchasing habits.

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Carpets are a significant foreign currency earner for Pakistan and the manufacturers are aware that they need to be increasingly sensitive to the ethical requirements of foreign consumers.

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The plan is that Gemfields will provide an ethical and traceable source of providing its gemstones to consumers, thus fueling demand for its product.

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Consumers and investors are becoming more aware of the ethical issues and in turn, demanding high standards from companies.

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The company ethos ticks the policy boxes for liberal consumers: it stocks Fair Trade products, is recognized as an ethical employer by Etisphere, and holds Cup Summits each year to address recycling solutions.

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The same consumers that want corporate social responsibility in the products they buy want an outlet to invest in an ethical way .

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