Moral Consumers and the Moral Economy

Mansour Omeira, University of Neuchâtel, Switzerland
Valéry Bezençon, University of Neuchâtel, Switzerland
The concept of moral consumer is typically understood as encompassing those individuals who engage in moral (ethical) consumption. Drawing on multiple disciplines the paper proposes a broader understanding. It develops theoretical propositions about what and who moral consumers are, and about their interface with the moral economy.
[ to cite ]:
Mansour Omeira and Valéry Bezençon (2017) ,"Moral Consumers and the Moral Economy", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 787-788.