Caitlin and Claudia discuss positive and negative purchasing as it relates to ethical products. Positive purchasing supports ethical products like fair trade, organic, or cruelty-free options, while negative purchasing avoids unethical products. The document also notes that while interest in ethical products was high in the late 1980s and early 1990s, their market share remained low until growing categories in the 2000s helped UK sales of ethical products increase dramatically from 2009 to 2012.