Rika Sueyoshi, a TV celebrity, is trying to promote "ethical consumerism" in Japan by encouraging people to favor environmentally-sustainable products made by workers whose rights have been protected.

"The term 'ethical' may sound serious and unfamiliar, but there are things that you may think you, too, can do," the 39-year-old said. "I want people to try this more casually."

The term ethical has also come to be regarded as behavior, including recycling and chemical-free farming, that is friendly to the environment, to people and to animals.