Abstract

The paper examines the moral choices of consumers from the perspective of virtue ethics. The paper starts with an outline of consumption ethics in the context of a critique of consumerism assuming a lack of consumer autonomy. I dispute the latter assumption, which leads me to consider the consumer as a moral agent and focus on the role that specific dispositions of character can play in consumer choices. The question of subjective or situational conditioning of consumer choices is answered by acknowledging the basic freedom of decision, albeit limited, concerning not individual acts but the possibility of choosing the style of consumption. The next step is an attempt to build a model of consumer excellence. It is constituted by the virtues of prudence, activity, and environmental responsibility. In the last part of the paper, the structure of these virtues is analyzed and their in-depth interpretation offered.