Abstract

While there is an extensive body of literature about the impact of sharing physical space on ethical consumption, and a growing body of literature that addresses the impact of digital technologies on ethical consumption, there is little research on the increasing intersections between the physical and digital realms. This study explores the distinct affordances of physical and digital spaces and how they may work in both complementary and synergistic fashions. Drawing on an ethnographic study of two ethical consumption communities in North London, UK, we explore how ethical consumers navigate and negotiate both physical and digital spaces, taking advantage of such affordances. We develop the notion of chorophilia, or love for physical space, explore digital commitments and synergistic affordances of scaling up, and advance polytopes, which focus on the relationality of digital-physical spaces. Implications and avenues for future research are also discussed.