found that younger consumers were more socially conscious, while the
effect of their education level was not clear, and income was of no relevance.
Dickson (2001) found that age, income, and employment status
was not discriminating between socially conscious consumers who attach
a lot of importance to no-sweat labels on apparel and those consumers who
do not. Although in the same study it was stated that no-sweat buyers were
more often female, most studies concluded that ethical buying behavior
was not influenced by gender (e.g., MORI 2000; Sikula and Costa
1994; Tsalikis and Ortiz-Buonafina 1990). In his extensive literature
review, Roberts (1995) found that people who did not buy from businesses
that discriminated against minority groups or women were mainly women
with a median age of 47 and slightly lower incomes but concluded that
demographics were not very significant in identifying the socially responsible
consumer. Other studies concluded that the ethical consumer was a
person with a relatively high income, education, and social status (Carrigan
and Attalla 2001; Maignan and Ferrell 2001; Roberts 1996).