This question needs an answer to the first question of what is meant by ethical consumerism as meant by you or for your work. To me all this is verbosity, exaggerated and nothing more!

Dr.K.R.Subramanian.

The ethical consumerism is rooted in social movements that have increasingly grown in popularity in recent years and that emphasize relationships over products. The ethical consumers feels proud of their heritage and culture, and seek to preserve their traditions.They value indigeneity and are proud of their roots. the ethical consumers focus their cause inward, because of their beliefs. They value heritage, culture, indigeneity and community, and to them, ethical consumerism means shopping local. They view consumerism as a way to keep their heritage alive.

to your question if the advertising address these issue in promoting product then it is fitting into theory of ethical consumerism .

The very essence of consumerism in the post-modern society is rooted in accumulation of material. Typical paradigm of ethical consumerism creates an ethical dilemma rather than helping solve the same. In a desired state, businesses need to produce what is 'required', as against 'perceived to be required'. If the product is actually required, the whole notion of 'marketing' shall transform into 'consumer education', which is the only ethical method to look at the marketing function.