Sacred and Profane Consumption Revisited: the Case of Fair Trade Consumers

nick gould, researcher

Title: Sacred and Profane Consumption Revisited: The Case of Fair Trade Consumers

 

Author: Nick Gould

 

Affiliation: University of Glamorgan, UK

 

Short abstract:

 

The intent is to revisit Belk, Wallendorf and Sherry’s seminal work on sacred and profane consumption with a view to exploring the extent to which their conceptualisation holds for Fair Trade. A short history and definition of Fair Trade is given, prompting the query: “People readily understand what Fair Trade does for producers, but what does it do for consumers?” Responses to this prompt suggest the terms sacred and profane can be meaningfully invoked. Methodological issues concerned with the investigation are discussed. Initial findings indicate the need to adjust existing conceptualisation of the sacred and profane in consumption.
[ to cite ]:
nick gould (2006) ,"Sacred and Profane Consumption Revisited: the Case of Fair Trade Consumers", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 290-292.