2. Literature ReviewThe aim of the literature review is not only to examine the current knowledge on the issue at hand, but also to highlight the importance of the topic by providing evidence (Ridley, 2012). Thus, a critical analysis of previous studies is necessary in order to provide in-depth knowledge of the field. The goal of this chapter is to present the reader with a clear understanding of ethical consumption. Since the main objective of this study is "to explore the influence of price on ethical purchasing behavior in the clothing industry of cross-cultural populations between two countries", to achieve this objective, this chapter will begin with provide a definition of ethical purchasing. Then, he will address the notion of ethical consumption, but also the issues within the industry. The gap between clients' ethical concerns and their actual practices will be discussed later. 2.1 Definition of ethical purchasing Until today, the meaning of ethical purchasing, also called ethical consumption, has been defined by many experts. However, a detailed and generally accepted meaning has not yet been defined. Before giving the meaning of ethical consumption, it is necessary to understand the meaning of ethics. As translated by the Cambridge Dictionary (2015), ethics means "a system of accepted beliefs that control behavior, especially such a system based on morality." Thus, ethical consumption can be defined as a behavior of a customer who has an ethical concern in his purchasing decision. As described by Cooper-Martin and Holbrook (1993, p. 113 cited in Bray et al., 2011), ethical consumption refers to “decision-making, purchases and other consumption experiences that are affected by the ethical concerns of the consumer ”, that is to say “the decision-making, purchases and other consumption experiences that are affected by the ethical concerns of the consumer”. .... middle of paper ......ctices as a source of competitive advantage (Straughan & Roberts, 1999; Pedersen & Neergaard, 2006). As an example, Innocent, a company producing 100% natural juices and smoothies that ethically sources raw materials and practices many other CSR activities, appears to be very successful and has positioned itself as a leader of the market in its product segment (Datamonitor, 2007). From a consumer perspective, as Shaw and Shiu (2002) suggest, besides price and quality, ethical issues are other factors that customers consider when purchasing goods. Recently, consumers are more interested in ethical issues than before and generally translate their concerns through ethical purchases (De Pelsmacker & Janssens, 2007). For example, in the United Kingdom, there is an increase in ethical consumption. As Figure 2.1 shows, spending on ethical activities has steadily increased.