Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Ethical consumption: Consumer-driven or political phenomenon?

08.08.2007
The most effective campaigns to encourage ethical consumption are those that take place at a collective level, such as the creation of Fairtrade cities, rather than those that target individual behaviour. These are the findings of a new study funded by the Economic and Social Research Council (ESRC). The research suggests that ethical consumption is best understood as a political phenomenon rather than simply a market response to consumer demand.

"For many people, their choice to buy ethical goods or services is shaped by both personal and public commitments," says Dr Clive Barnett of the ESRC's Cultures of Consumption programme. People bring a wide range of ethical concerns to their everyday consumption practices, from the personal responsibilities of family life to more public commitments like membership of a faith community or political affiliation.

The research team found that campaigns aimed at getting people to change what they buy often worked on the assumption that individuals lack the necessary information to make educated decisions about the consequences of what they buy and where they buy it from. However the findings from the study suggest that people don't necessarily lack the information about Fairtrade, organic food, environmental sustainability, or third world sweatshops. They do, however, often lack effective pathways to acting on their concerns over these issues.

By holding a series of 12 focus-groups in different areas of Bristol, the team were able to access a wide range of participants differentiated by class, gender, ethnicity, race, age, income and education. The results from the focus-groups found that individual's ability to adopt ethical consumption practices are affected by different levels of material resources in terms of their income and access to shops that sell ethically sourced goods.

Dr Barnett said: "People actually seem very aware of these types of things, but often don't feel that they have the opportunities or resources to be able to buy Fairtrade products or ethically sourced goods. And it's not as simple as the consumer making a choice to buy an item that is ethically sound."

A great deal of the consumption people do they don’t do as ‘consumers’ exercising ‘choice’. Lots of consumption is embedded in relationships of obligation where people are acting as parents, caring partners, football fans or good friends. Some consumption is used to sustain these sorts of relationships: giving gifts, buying school lunches, getting hold of this season’s new strip. And quite a lot of consumption is done as the background to these activities, embedded in all sorts of infrastructures (eg transport, energy, water) over which people have little or no direct influence as individual ‘consumers’.

In order to successfully encourage people to adopt ethical consumption activities, it is important to call on their specific identities, as for example a member of the local community or faith group, rather than just targeting them as 'faceless' and ‘placeless’ consumers. The most successful initiatives are those that find ways of making changes to the practical routines of consumption. For example, by changing how and what people buy and from where through establishing initiatives such as Fairtrade networks or achieving the status of a Fairtrade town or city.

In order to become a Fairtrade town, the local council must pass a resolution supporting Fairtrade, a range of Fairtrade products must be readily available in the area’s shops and served in local cafés and catering establishments and Fairtrade products must be used by a number of local workplaces and community organisations. Fairtrade town and Fairtrade city initiatives are a means of raising awareness around issues of global inequality and trade justice, as well as transforming collective infrastructures of provisioning so that everyone, irrespective of their ‘choice’, becomes an ‘ethical consumer’.

The research findings present a clear message says Dr Barnett: "If ethical consumption campaigns are to succeed they need to transform the infrastructures of every day consumption rather than focusing on changing individual consumer behaviour".

Annika Howard | alfa
Further information:
http://www.esrcsocietytoday.ac.uk

More articles from Social Sciences:

nachricht Sibling differences: Later-borns choose less prestigious programs at university
14.11.2017 | Max-Planck-Institut für demografische Forschung

nachricht Visual intelligence is not the same as IQ
09.11.2017 | Vanderbilt University

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Nanoparticles help with malaria diagnosis – new rapid test in development

The WHO reports an estimated 429,000 malaria deaths each year. The disease mostly affects tropical and subtropical regions and in particular the African continent. The Fraunhofer Institute for Silicate Research ISC teamed up with the Fraunhofer Institute for Molecular Biology and Applied Ecology IME and the Institute of Tropical Medicine at the University of Tübingen for a new test method to detect malaria parasites in blood. The idea of the research project “NanoFRET” is to develop a highly sensitive and reliable rapid diagnostic test so that patient treatment can begin as early as possible.

Malaria is caused by parasites transmitted by mosquito bite. The most dangerous form of malaria is malaria tropica. Left untreated, it is fatal in most cases....

Im Focus: A “cosmic snake” reveals the structure of remote galaxies

The formation of stars in distant galaxies is still largely unexplored. For the first time, astron-omers at the University of Geneva have now been able to closely observe a star system six billion light-years away. In doing so, they are confirming earlier simulations made by the University of Zurich. One special effect is made possible by the multiple reflections of images that run through the cosmos like a snake.

Today, astronomers have a pretty accurate idea of how stars were formed in the recent cosmic past. But do these laws also apply to older galaxies? For around a...

Im Focus: Visual intelligence is not the same as IQ

Just because someone is smart and well-motivated doesn't mean he or she can learn the visual skills needed to excel at tasks like matching fingerprints, interpreting medical X-rays, keeping track of aircraft on radar displays or forensic face matching.

That is the implication of a new study which shows for the first time that there is a broad range of differences in people's visual ability and that these...

Im Focus: Novel Nano-CT device creates high-resolution 3D-X-rays of tiny velvet worm legs

Computer Tomography (CT) is a standard procedure in hospitals, but so far, the technology has not been suitable for imaging extremely small objects. In PNAS, a team from the Technical University of Munich (TUM) describes a Nano-CT device that creates three-dimensional x-ray images at resolutions up to 100 nanometers. The first test application: Together with colleagues from the University of Kassel and Helmholtz-Zentrum Geesthacht the researchers analyzed the locomotory system of a velvet worm.

During a CT analysis, the object under investigation is x-rayed and a detector measures the respective amount of radiation absorbed from various angles....

Im Focus: Researchers Develop Data Bus for Quantum Computer

The quantum world is fragile; error correction codes are needed to protect the information stored in a quantum object from the deteriorating effects of noise. Quantum physicists in Innsbruck have developed a protocol to pass quantum information between differently encoded building blocks of a future quantum computer, such as processors and memories. Scientists may use this protocol in the future to build a data bus for quantum computers. The researchers have published their work in the journal Nature Communications.

Future quantum computers will be able to solve problems where conventional computers fail today. We are still far away from any large-scale implementation,...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Ecology Across Borders: International conference brings together 1,500 ecologists

15.11.2017 | Event News

Road into laboratory: Users discuss biaxial fatigue-testing for car and truck wheel

15.11.2017 | Event News

#Berlin5GWeek: The right network for Industry 4.0

30.10.2017 | Event News

 
Latest News

Corporate coworking as a driver of innovation

22.11.2017 | Business and Finance

PPPL scientists deliver new high-resolution diagnostic to national laser facility

22.11.2017 | Physics and Astronomy

Quantum optics allows us to abandon expensive lasers in spectroscopy

22.11.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>