These days, as become active, we try to prove effect that awareness of meaning out on purchasing behavior and customer loyalty. For this purpose, we described prior literature and we examined various researches to provides understanding of relationships with Ethical consumption. To verify these hypotheses, data were collected through survey, and the data were tested by reliability, validity, correlation, structural equation modeling analysis. Ethical/Social Duty, Altruism, Ego-identity are impact on social cognitive consumption positively, but it`s not related with activist consumption. However, Ethical/Social Duty is positive impact on activist consumption as well as loyalty. Till now, study only focus on Ethical consumption refer to personal morality. However this study expands from individual, neighbor to social for subject of consumption, and personal belief of political/social refer to meaning out impacts on theoretical and business perspective.