The term means the consumption of goods and services produced in an ethical environment and distributed by ethical companies. Ethical business principles include providing the employees with fair working conditions and wages, the protection of the natural environment, being cruelty free, and respecting human rights. The purchasing choice of consumers has a direct impact on the market, thus besides principles, ethical consumerism has a considerable practical effect as well – ethical consumers may spur sustainable economic growth, and can directly support companies and businesses engaged in fair trade through their choices. Following this logic, consumers have the ability to boycott companies with behavior they deem unacceptable.