Ethical Consumers:Strategically Moving the Restaurant Industry towards Sustainability

Abstract: Consumerism plays an important role in the development of society, and consumption can be a driving force to shift society into a sustainable future. This paper defines ethical consumers and the restaurant industry as the research field, after analysing the current reality of restaurant industry, and the existing tools for ethical consumers to make their purchasing decision, we bridge the gaps by creating an ideal eco-labelling process for the restaurant industry. Eco-Etiquette is our ideal sustainable tool to better inform ethical consumers in their purchasing decisions. This paper also discusses other ways to assist ethical consumers, and identify some aspects for further research.