Making a difference: ethical consumption and the everyday

Adams, Matthew and Raisborough, Jayne (2010) Making a difference: ethical consumption and the everyday British Journal of Sociology, 61 (2). pp. 256-274. ISSN 0007-1315

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Abstract

Our everyday shopping practices are increasingly marketed as opportunities to ‘make a difference’ via our ethical consumption choices. In response to a growing body of work detailing the ways in which specific alignment of ‘ethics’ and ‘consumption’ are mediated, we explore how ‘ethical’ opportunities such as the consumption of Fairtrade products are recognized, experienced and taken-up in the everyday. The ‘everyday’ is approached here via a specially commissioned Mass Observation directive, a volunteer panel of correspondents in the UK. Our on-going thematic analysis of their autobiographical accounts aims to explore a complex unevenness in the ways ‘ordinary’ people experience and negotiate calls to enact their ethical agency through consumption. Situating ethical consumption,moral obligation and choice in the everyday is, we argue, important if we are to avoid both over-exaggerating the reflexive and self-conscious sensibilities involved in ethical consumption, and, adhering to a reductive understanding of ethical self-expression.

Item Type: Journal article
Uncontrolled Keywords: Ethical consumption: everyday; fairtrade; mass observation; shopping
Subjects: L000 Social Sciences > L300 Sociology
DOI (a stable link to the resource): 10.1111/j.1468-4446.2010.01312.x
Faculties: Faculty of Health and Social Sciences > School of Applied Social Science > Psychosocial Studies
Depositing User: editor sass
Date Deposited: 29 Sep 2010 11:00
Last Modified: 09 Jan 2013 02:18
URI: http://eprints.brighton.ac.uk/id/eprint/7266

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