Embracing ethical fields: constructing consumption in the margins

Purpose Literature examining resistant consumer behaviour from an ethical consumption stance has increased over recent years. This paper argues that the conflation between ethical consumer behaviour and ‘anti-consumption’ practices results in a nihilistic reading and fails to uncover the tensions of those who seek to position themselves as ethical whilst still participating in the general market. Design/methodology/approach The study adopts an exploratory approach through semi-structured in-depth interviews with a purposive sample of 7 ethical consumers. Findings The analysis reveals the process through which ethical consumption is constructed and defined in relation to the subject position of the ‘ethical consumer’ and their interactions with the dominant market of consumption. Research limitations/implications This research is limited to a single country and location and focused on a specific consumer group. Expansion of the research to a wider group would be valuable. Practical implications The impact of ethical consumption on the wider field of consumption can be witnessed in the ‘mainstreaming’ of many ethical ideals. This highlights the potential movements of power between various stakeholders that occupy particular spaces of social action. Originality/value Understanding the analysis through Bourdieu’s concepts of field and the margins created between spaces of consumption we focus on the theoretical cross-section of practice between ethical and market-driven forms of consumption, advancing discussion by exploring how self-identified ‘ethical consumers’ defined, legitimatised and negotiated their practices in relation to consumption acts and lifestyles. Keywords Anti-consumption, ethical consumption, consumer decision-making, Bourdieu

Preliminary explorative research about ethical values and organic food consumption in Apulia region, South of Italy

In the recent years there has been a growing concern and debate about ethical values linked to organic foods production and consumption. The growing interest in organic and ethical production and trade has been both consumer driven and trade driven (Browne et al., 2000). Although the debates around the ethics of organic food have typically been framed around a divide between production and consumption (Clarke et al., 2008). Therefore, the present research focus on perceptions and motives of ethical consumer. It’s aimed initially at exploring the knowledge and awareness of apulian consumers about the link between ethical values and organic production and consumption

From ethical consumerism to political consumption

This article reviews some of the recent literature in geography and related disciplines on ethical consumerism and political consumption. Many geographers began their engagement with questions of ethics, politics, consumption and consumerism inspired by critical theory, commodity chain analysis and a sense that geographical knowledge might have a central role to play in progressive social change. Since these early engagements, it has been established that consumption practices are rarely the practices of rational, autonomous, self-identified consumers, and so-called ethical consumption practices are rarely detached from organisations and their political activity. Over time, therefore, some researchers have gradually shifted their focus from consumer identities and knowledge to consumption practices, social networks, material infrastructures and organisations of various kinds. This shift in focus has implications – both for the field of political consumption and for how the discipline of geography relates to this field

From 'River Cottage' to 'Chicken Run': Hugh Fearnley-Whttingstall and the class politics of ethical consumption

Lifestyle television provides a key site through which to explore the dilemmas of ethical consumption, as the genre shifts to consider the ethics of different consumption practices and taste cultures. UK television cook Hugh Fearnley-Whittingstall's TV programmes offer fertile ground not only for thinking about television personalities as lifestyle experts and moral entrepreneurs, but also for thinking about how the meanings and uses of their television image are inflected by genre. In this article we explore how the shift from the lifestyled downshifting narrative of the River Cottage series to the 'campaigning culinary documentary' Hugh's Chicken Run exposes issues of celebrity, class and ethics. While both series are concerned with ethical consumption, they work in different ways to reveal a distinction between 'ethical' and 'unethical' consumption practices and positions - positions that are inevitably classed

Blurring the boundaries: Prosumption, circularity and online sustainable consumption through Freecycle

© The Author(s) 2015. This article explores the digital exchange and moral ordering of sustainable and ethical consumption in online Freecycle groups. Through interactive exchanges in digital (online posts) and material (consumer items) modes, Freecycling blurs three common binaries in analyses of consumption: (1) consumption/production, (2) digital/material and (3) mainstream/alternative. Drawing on Ritzer's notion of 'implosions' as well as practice theory, I show that Freecycling practices reimagine and reproduce both products and consumers, practising prosumption through mixed digital and material practices in a performative economy, and how mainstream and alternative ways of consuming are entangled in pursuit of more sustainable, ethical consumption. This challenges us to think beyond these traditional binaries and to conceptualise a more blurred, less analytically clean and more circular approach to studying consumption

The social economics of ethical consumption: Theoretical considerations and empirical evidence

Recent years have seen rising discussion of ethical consumption as a means of stemming global warming, challenging unsavory business practices, and promoting other pro-social goals. This paper first lays out a conceptual framework for understanding the spread of ethical consumption, in which heterogeneous preferences and sensitivity to social norms feature centrally. It then presents empirical evidence from a well-known nationally representative survey on factors associated with tendencies to buy ethically. It is found that, ceteris paribus, people are more likely to buy ethically when others around them do too, consistent with a role of social norms in promoting ethical-consumption behaviors.

The employee as 'Dish of the Day’:human resource management and the ethics of consumption

This article examines the ethical implications of the growing integration of consumption into the heart of the employment relationship. Human resource management (HRM) practices increasingly draw upon the values and practices of consumption, constructing employees as the ‘consumers’ of ‘cafeteria-style’ benefits and development opportunities. However, at the same time employees are expected to market themselves as items to be consumed on a corporate menu. In relation to this simultaneous position of consumer/consumed, the employee is expected to actively engage in the commodification of themselves, performing an appropriate organizational identity as a necessary part of being a successful employee. This article argues that the relationship between HRM and the simultaneously consuming/consumed employee affects the conditions of possibility for ethical relations within organizational life. It is argued that the underlying ‘ethos’ for the integration of consumption values into HRM practices encourages a self-reflecting, self-absorbed subject, drawing upon a narrow view of individualised autonomy and choice. Referring to Levinas’ perspective that the primary ethical relation is that of responsibility and openness to the Other, it is concluded that these HRM practices affect the possibility for ethical being

ICTs and ethical consumption: the political and market futures of fair trade

This paper addresses the relationship between information and communication technologies (ICTs) and ethical consumption as part of a cause for the insurance of a sustainable future. It homes in on fair trade as an ethical market, politically progressive cause and, crucially, form of participation where citizens can engage in the formation of an alternative future and the broader issue of food security. An three-dimensional analysis of agencies and uses of digital structures and content is informed by a case study approach, as well as interviews with fair trade activists, and ethically consuming citizens in the British metropolis. Through this, the argument which primarily rises distinguishes between the dimensions of durability (in terms of time and duration) and sustainability (in terms of time, duration and environmental concerns) of engagement in fair trade as a form of participation. Ethical consumption, then, is part of a durable market which has developed despite general market fluctuation, but is still very much bound in traditional physical economic spaces; in other words, ethical consumption has been integrated in the business as usual paradigm. Additionally, ICTs have not challenged the way in which information about ethical consumption is communicated or the spaces in which it is conducted. ICTs have been employed by fair trade activists, but they have not contributed to the development of fair trade as a political or economic project. Over a period of over five decades since the inception of the cause, their use has not significantly altered the way in which citizens engage with fair trade in the alternative or mainstream marketplace