In this paper we argue that greater attention must be given to peoples’ expression of “care” in relation to consumption. We suggest that “caring about” does not necessarily lead to “care-giving,” as conceptualising an attitude–behaviour gap might imply, but that a closer examination of the intensity, morality, and articulation of care can lead to a greater understanding of consumer narratives and, thus, behaviour. To examine this proposition, a purposive sample of self-identified ethical consumers was interviewed. Care is expressed by the (...) study’s participants in a variety of ways and linked to behaviour through diverse patterns that includes consumption and abstention. We find significant correspondence between the academic literature on the ‘ethics of care’ and our participants’ articulation of their ethical consumption behaviours. We suggest, therefore, that a close understanding of an ethics of care among consumers is important both in providing insight into the attitude–behaviour gap challenge evident in the literature and to the continued development of an ethical consumption discourse. (shrink)

The growing availability and consumption of Fairtrade products is recognised as one of the most widespread ethically inspired market developments, and as an example of activist-driven change within the wider marketing system. The Fairtrade Towns movement, now operating in over 1700 towns and cities globally, represents a comparatively recent extension of Fairtrade marketing driven by local activists seeking to promote positive change in production and consumption systems. This paper briefly explores the conventional framing of the role that ethically related activism (...) plays in the operation of markets and in influencing market participants. It then presents key insights gathered from a grounded theory exploration of Fairtrade Towns as activist-driven marketing systems, revealing the atypical nature of the activism involved. The findings demonstrate how local activists leverage their social networks to exert pressure and generate support to promote ethical consumption. The study suggests that Fairtrade Towns offer a new role for activists as Fairtrade itself becomes more mainstream, and considers the role they are fulfilling as ‘informal’ local marketers. The marketing dynamics revealed represent a complex and distinctive form of relational activism that seeks to build Fairtrade markets and highlight their positive benefits, with potential lessons for other local ethical market-building efforts in future. (shrink)

In March of 2012, following a robust activist campaign, Arysta LifeScience withdrew the soil fumigant methyl iodide from the US market, just a little over a year after it had finally been registered for use in California. As a major part of the campaign against registration of the chemical, over 53,000 people, ostensibly acting as citizens rather than consumers, wrote public comments contesting the use of the chemical for its high toxicity. Although these comments had marginal impact on the outcome (...) of the case, these comments are of interest for what they say about public action at a time when efforts to address food and agricultural issues have been dominated by “voting with your fork.” Based on a qualitative textual analysis of approximately 3500 representative comments made available to us, we show that many of those taking action did not abandon consumer subjectivities associated with neoliberal governmentality. By threatening “personal boycotts,” some were acting in their capacity as individual consumers; in invoking their own and their children’s health many more were also acting on behalf of consumers, despite that the chemical in question is applied before strawberries are planted and thus leaves no residues. The emphasis that letter writers gave to their own bodies reinforces the idea that some bodies count more than others and thus reveals a biopolitical sorting. Having consumer lives matter is consequential in light of evidence that consumer concern about pesticides has historically led to formulations and regulations more protective of consumers than workers and neighbors. (shrink)