Ethical Consumption: Practices and Identities

The book engages with the topic of ethical consumption and explores ethical consumer practices and identities from a critical realist perspective. By elaborating Margaret Archer’s work on human reflexivity, it develops an original social theory explaining how individuals form, actualise, and sustain ethical consumer identities. It presents the findings from a qualitative study with self-perceived ethical food consumers to demonstrate the fit between a proposed theoretical mechanism and the actual experiences of ethically minded consumers.