Over the past years, various accounts of ethical consumption have been produced which identify certain concepts as central to mediating the ethical relationship between the consumer and the consumed. Scholars across disciplinary fields have explored how individuals construe their ethical consumption responsibilities and commitments through the notions of identity, taking care and doing good, proximity and distance, suggesting the centrality of these themes to consumer engagement in ethical practices. This paper contributes to the body of research concerned with unravelling consumers’ (...) conceptually mediated relationship to moral and ethical issues in the sphere of consumption by revealing a new set of ideas through which people interpret and relate to consumption ethics. Drawing upon findings from an empirical study on self-perceived ethical food consumers, I demonstrate that people’s perceptions and views of ethical problems around consumption are bound up with notions of vulnerability, suffering, and harm, and that these notions permeate and impact all aspects of ethical consumer behaviour. The paper concludes by arguing that we need to further explore the conceptual underpinnings of ethical consumer commitments and practices, and expand the conceptual toolkit of research on ethical consumption to account for a wider range of ideas and notions that shape individual as well as collective motivations, intentions, and actions throughout the process of becoming and being an ethical consumer. Finally, the paper suggests a specific analytical framework to facilitate such research. (shrink)

Providing people with information is considered an important first step in encouraging them to behave sustainably as it influences their consumption beliefs, attitudes and intentions. However, too much information can also complicate these processes and negatively affect behaviour. This is exacerbated when people have accepted the need to live a more sustainable lifestyle and attempt to enact its principles. Drawing on interview data with people committed to sustainability, we identify the contentious role of knowledge in further disrupting sustainable consumption ideals. (...) Here, knowledge is more than just information; it is familiarity and expertise or how information is acted upon. We find that more knowledge represents a source of dilemma, tension and paralysis. Our data reveal a dark side to people’s knowledge, leading to a ‘self-inflicted sustainable consumption paradox’ in their attempts to lead a sustainable consumption lifestyle. Implications for policy interventions are discussed. (shrink)

This research brings together insights from philosophy, political theory, and consumer research in conceptualizing and empirically examining the social dimension of negative and positive freedom in consumption. Drawing from ethnographic observations and interviews with Moroccan women regarding their shopping at the supermarket, the findings detail the roles of husbands, store employees, extended family members and friends as constrainer, protector, enabler, facilitator, indulger, and witness. The discussion explains a ‘domino effect’ in such innovative marketplaces, as these market and social actors together (...) enact positive and negative forms of freedom in consumption in ways that co-disrupt social traditions. Implications for business ethics emphasize the need for greater theoretical understanding and practical transparency and accountability regarding the shared, yet disparate responsibilities among businesses and consumers for the changes to social traditions that result in the joint enactment of women’s freedom in consumption. (shrink)