Embracing ethical fields: constructing consumption in the margins

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 aims to argue 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 while 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 seven 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, the paper focuses 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Embracing ethical fields: constructing consumption in the margins

European Journal of Marketing, Volume 45 (7/8): 17 – Jul 26, 2011

Loading next page...
 
/lp/emerald-publishing/embracing-ethical-fields-constructing-consumption-in-the-margins-hNFw2aK10j
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561111137606
Publisher site
See Article on Publisher Site

Abstract

Purpose – Literature examining resistant consumer behaviour from an ethical consumption stance has increased over recent years. This paper aims to argue 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 while 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 seven 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, the paper focuses 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.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 26, 2011

Keywords: Ethical consumption; Consumer decision making; Market driven production; Consumers

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off