Ethical consumerism — the marketing and purchasing of products that minimize harm to workers or the environment — is a popular value. Yet typical buyers don’t consume ethically, at least not most of the time. So if we care about other people and the environment, why don’t we shop like we do? Two behavioral economists will explain their research into the discrepancy between what shoppers say they want and what they actually buy, while a fair trade goods producer will give the marketers’ perspective. Yes, there are difficulties in marketing socially conscious products, but both companies and consumers can do better. Let the experts tell you how.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.