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Are Asian shoppers from developing countries more conscious consumers?

The results of an Asia-wide consumer survey suggest that shoppers from countries such as China, Thailand and Malaysia are more likely to buy from ethical businesses compared to their richer neighbours. What gives?

Shibuya crosswalk
Crowds of shoppers move through Tokyo's shopping haven of Shibuya.
Only 20.4 per cent of Japanese consumers showed a preference for purchasing from ethical merchants.
mage: Joshua Damasio, CC BY 2.0

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