The environmental issues naturally lead to political consequences in marketing terms. Political as well as legal forces have an effect on business decisions as they are powerful rule-setters (Jobber 2013, p.79).

Consumers today are well-informed about companies' marketing tricks and practices, therefore, they are not easily lured into believing in every word marketers say. Also, consumers tend to organize boycotts which are previously arranged activities against firms with unfair practices (Hoyer and Maclnnis, 2004). Mars Incorporated has been boycotted, as 'Mars recently funded a deadly experiment on rats to determine the effects of chocolate ingredients on their blood vessel" (Ethical Consumer, 2014). and experimented on rabbits and mice, killed after the needed conclusions (PETA, 2014). Those experiments led to the creation of website consumer boycotting, showing that even boycotting went viral.

      Marketers today are striving to be ethical-following the moral standards of companies and consumers (Perreault, 2011). An example of a company holding ethical business practices is Cadbury Schweppes. The core purpose of the group is "working together to create brands people love" (Business Case Studies, 2014). One of the reasons why people appreciate Cadbury Schweppes lies in  the ethical behaviour and maintaining relationships with customers and suppliers.

      In an attempt to avoid political troubles, ethical companies are willing to provide consumers with fair trade goods. Such products have emerged  because of the consumers' concern about suppliers of the Third world and whether companies ensure their fair treatment (Jobber 2013, p.203). Everyone loves chocolate but the process of making it is hard. 60% of world cocoa is sourced from Ghana, where producers have no set incomes. Fair trade, however, aims to make cocoa management sustainable by ensuring incomes, training to assist farmer organizations in prospering and providing innovative solutions for farmers to sell cocoa at good prices (Fairtrade Foundation, 2014). Divine chocolate is a Fair trade company, as it is 45% owned by cocoa farmers having long-term profits and sustainable future both for the producers and consumers (Frame, 2014).