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| Author: | Adams, M. Raisborough, J. |
| Title: | Making a difference: Ethical consumption and the everyday |
| Journal: | British Journal of Sociology
2010 : JUN, VOL. 61:2, p. 256-274 |
| Index terms: | ethics consumption shopping |
| Freeterms: | Fairtrade |
| Language: | eng |
| Abstract: | Everyday shopping practices are increasingly marketed as opportunities to "make a difference" via our ethical consumption choices. This study examines how "ethical" opportunities such as the consumption of Fairtrade products are recognized , experienced and taken-up in the everyday. In this article, the "everyday" is approached via a specially commissioned Mass Observation directive, a volunteer panel of correspondents in the UK. It is argued that situating ethical consumption, moral obligation and choice in the everyday is important in order to avoid over-exaggerating the reflexive and self-conscious sensibilities involved in ethical consumption. |
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