Country is Australia Literature review Topic Carefully read the consultancy brief below. The Ethical Shopper: Myth or Reality? Jennifer Goodwill works for large department store, ShopHere, as their procurement officer. Founded in 1984, ShopHere has grown from a single market stall to a national, multi-channel retailer. ShopHere sells high-quality products across 95 stores in Australia and through an e-commerce platform. ShopHere source much of the cotton for their clothes from ethically-traded and organically-produced crops. They have many other products that are sourced sustainably and that respect the environments from which they are gathered. ShopHere made a deliberate decision to source such products to meet the needs of the more ‘ethical consumer’. Lately however, profit margins have slipped and Jennifer has begun to speculate if there really is such a customer as the ‘ethical consumer’. Jennifer would like to find out if what people say they buy based on ‘ethical grounds’ is actually what they buy when they get to the check-out. She has employed you to undertake some research which helps her better understand the ‘ethical consumer’ and their decision-making. She will need you to present a good deal of primary and secondary research and strong evidence to back up your claims, as the results from your research may impact the direction of ShopHere in the future.