Contribution of the Concept of Identity to the Understanding of Responsible Consumer Behavior: Application to the Consumption of Fair Trade Products

Nile OZCAGLAR-TOULOUSE, Universite de Lille 2 - France
Focusing on the purchase of fair trade products as an illustration, this research studies the current social and environmental concerns in consumption practices. In a postmodern world characterised by symbolism in consumption and a global 'crisis of meanings', ethical consumption behaviors are studied through their contribution to identity construction processes among consumers. An interpretative process of 14 narratives from 40 individual interviews, studied using a semantic analysis. An ethical consumption typology distinguishes the acts of 'moral conformity' from the deep critical postures, the latter of which derive either from political essence or a desire for liberation from the consumption 'system'.
[ to cite ]:
Nile OZCAGLAR-TOULOUSE (2007) ,"Contribution of the Concept of Identity to the Understanding of Responsible Consumer Behavior: Application to the Consumption of Fair Trade Products", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 385-388.