This paper considers the ethical purchasing of what is described as conscious consumers. Conscious consumers remain a ‘work in progress’, and present a complex mix of behaviours; while seeking ethical alternatives, other social and economic forces impact on their behaviour (e.g. family, convenience, price) such that positive ethical choices are not always made. Examining ethical consumption in this way reveals the ‘competing priorities, paradoxical outcomes, and the nature of compromises reached in real decision processes’. We identify two areas of theory relevant to the conceptualization of such consumers, flexibility and dissonance theory. A qualitative study of participants identified as conscious consumers was undertaken. As anticipated, the participants revealed a range of often contradictory behaviours regarding their ethical purchases. The relevance of flexibility and dissonance theory to their behaviour is discussed.

Purpose – This paper aims to chart the wide range of food scares reported throughout the EU over the period 1986-2006 and explores their impact on EU policy. Design/methodology/approach – There is much extant research that solely investigates the occurrences of specific food scares, however; little emphasis is given to the responses of policy makers. This research aims to narrow this gap in the literature by reviewing the major food scares, which have occurred throughout the EU and the subsequent policy responses. Findings – A number of food scares have dominated media reports over the last two decades, but this study reveals the increasing emergence of rare serotypes of foodborne pathogens, as well as a rising trend of EU-wide contaminant and animal disease-related food scares. Simultaneously, there is evidence of evolution from a product-focused food policy to a risk-based policy, which has developed into a tentative EU consumer-based food policy. Inevitably, in a market of 25 member-states the concept of food quality varies between countries and therein justifies the need for responsive policy development, which embraces the single market philosophy. Research limitations/implications – A typology of EU food scares is advanced and discussed in detail, with comments being made on their impact. In addition, the paper highlights the complexity of a EU consumer, which has led to a need for research into the maximisation of the satisfaction of purchasers by reinsuring their individual “right to choose”. Originality/value – This paper provides a unique insight into a wide range of European food scares (e.g. microbiological, contaminants, animal disease-related) and EU policy makers' responses to such food scares.

The emergence of a more reflexive and discerning customer has created inter alia a demand for ‘better’ food (i.e. quality and ‘authenticity’) in terms of sourcing, processing, and specialist distribution/retailing. As a consequence, the food production/distribution industry is under pressure to change many of its practices. One manifestation is the emergence of farmers' markets and the associated emphasis on ‘local’ food. This paper aims to identify the extent to which ‘conscious’ consumers are committed to buying local foodstuffs and supporting local food producers, especially from farmers’ markets. Given the exploratory nature of this research, a qualitative approach was undertaken using in-depth interviews with ‘conscious’ consumers. The results reveal that ‘conscious’ consumers recognise their own limitations (i.e. time, convenience, and price) but also demonstrate that integrating ethical considerations into their consumption behaviour is a complex and flexible task. A number of strategic actions for farmers’ markets are proposed to help differentiate their provision, particularly in terms of capitalising on perceptions of authenticity and locality.