`This book is not simply the best book on the remarkable phenomenon of today's ethical consumer. It is a gift of advice and insight, from the people that know best, to the cause of tomorrow. Many of the writers deserve the plaudits of being pioneers of a new consumer movement. These are the issues of our time' - Ed Mayo, Chief Executive of the UK's National Consumer Council (NCC) Who are ethical consumers and why are they on the rise? Leading the way towards answering this question, The Ethical Consumer is an indispensable introduction to the subject. Exploring areas like boycotts and fair trade projects, it gathers together the diverse experiences of scholars, campaigners and business practitioners from the international community.The chapters in this book explore: - ethical consumer behaviours, motivation and narratives - the social, political and theoretical contexts in which ethical consumers operate- the responsibilities of businesses and the effectiveness of ethical consumer actions Contributions are informed by a broad range of research methods, from case studies, focus groups to surveys and interviews.The text is of interest to business related graduates, undergraduates and their tutors on courses relating to consumption. It will also be relevant to academics in other disciplines, as well as to politicians, producers, practitioners, campaigners and not least consumers.
Chapter 7: Case Studying Ethical Consumers' Projects and Strategies
Case Studying Ethical Consumers' Projects and Strategies
I begin this chapter with an outline of my understanding of the restless consumer culture and the consumer research within which my work was set. The second section is a brief review of the approaches to case study, as these are associated to particular theoretical perspectives. I indicate appropriate further reading and raise some of the issues with which a researcher is confronted.
My multiple case study of 16 ‘ethical consumers’ in the UK during the late 1990s is presented in the third section. Their projects to distance themselves from unethical consumption, to rationalise consumer culture and/or become integrated into its struggles are my contribution to our understanding of such consumers. I intend ...