Ethical consumer behaviour in marketing

Sa？etak Over the past few decades, marketing theory and practice have paid increasing attention to the phenomenon of ethical consumer behaviour. There is no doubt that the modern consumers are sophisticated and prepared for different types of actions to protect rights which are considered to belong to them. On the other hand, numerous reports on sales trends of so-called ethical products and services do not record significant growth and participation in the total consumption. As this issue still contains many controversies as to whether declarative nature of ethical demands of consumers in the market are supported with their actual behaviour and purchase decisions, this article attempts to point out some directions of thinking and future research, based on experience from the Republic of Serbia