Consumer decisions are made more conscientiously than in the past, and have become a status symbol. The view that the individual can have a long-term influence through his or her purchasing behaviour strengthens this. In this way, ethically correct and sustainable consumption has little in common with the ecology movement of the 1980s. LOHAS (Lifestyle of Health and Sustainability) followers consider consumerism as more of a distinctive characteristic: products on offer are judged from a moral perspective that entails paying a higher price. Supermarkets with organic products on offer, such as Alnatura, Tegut or Bio Company, facilitate conscientious consumerism without requiring a great effort.
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