For many consumers, quality and price are no longer the only considerations when shopping. The way companies source their materials and treat their workers has increasingly become more important. Gundeep Singh, the chief executive and founder of The Change Initiative, a sustainable shop that opened in Dubai this year, speaks about how ethical shopping became fashionable.

Ethical consumerism has become more popular. When did the trend start and why?

Ethical consumerism market has changed significantly over the last decade, as have attitudes regarding the environment. People are now more aware of the sustainable choices available to them like the low-emission electrical items which have become increasingly popular as they often save consumers money on their energy bills in the long term. And more and more choices like these are becoming available in the market.

The Middle East has been seen to lag behind other regions in this regard. Why is that?

We have been challenged in the past with per capita consumption higher but the trend is reversing. I am an optimist and I would say that I have seen a huge change in people's buying behaviour. They are turning to become more responsible and environment-conscious.

What barriers still exist?

The real drive requires that [sustainable products become] more affordable. People also need to be engaged in a way that creates a change of heart so that their choices come from their deepest values and become integral to their lives.

You have now been open for a few months. What has business been like?

We are getting a good response.

What has been your most popular product so far?

The most popular products have been in the food category. People perceive food as an essential benchmark. Our range of organic foods has been received well and we are looking at expanding this to include fresh produce in the near future [from local producers].

What plans do you have for The Change Initiative?

The Change Initiative needs to expand into the region. We hope to give the next generation enough solutions to be progressively sustainable. We [would like to offer] viable and competitive alternatives to every "non-sustainable" [product] available today. The Change Initiative symbolises our desire to create a platform that can help solve some of the problems faced by humanity.

* Gillian Duncan

The National