On the Question of Altruism Vs. Self-Interest in Ethical Consumption, and on Why This Question Might Not Really Matter

Joachim Scholz, Queen’s University, Canada
Jay M. Handelman, Queen’s University, Canada
We suggest that questions of whether ethical consumption is driven by “true altruism” or “self-interest” are ill-posed, since such questions are based on the assumption of a separated self. Instead, we suggest that an alternative view of an interconnected self can advance our understanding of ethical consumerism.
[ to cite ]:
Joachim Scholz and Jay M. Handelman (2011) ,"On the Question of Altruism Vs. Self-Interest in Ethical Consumption, and on Why This Question Might Not Really Matter", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 809.