This book engages with the topic of ethical consumption and applies
a critical-realist approach to explore the process of becoming and
being an ethical consumer. By integrating Margaret Archer's theory
of identity formation and Christian Coff's work on food ethics, it
develops a theoretical account explicating the generative mechanism
that gives rise to ethical consumer practices and identities. The
second part of the book presents the findings from a qualitative
study with self-perceived ethical food consumers to demonstrate the
fit between the proposed theoretical mechanism and the actual
experiences of ethically committed consumers. Through integrating
agency-focused and socio-centric perspectives on consumer
behaviour, the book develops a more comprehensive and balanced
approach to conceptualising and studying consumption processes and
phenomena.
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