Becoming Sensitive to Ethical Consumption Behavior: Narratives of Survival in an Uncertain and Unpredictable World

Helene Cherrier, University of Westminster
ABSTRACT - This paper examines ethical consumption behavior as a subjective and contextual phenomenon. For this study, nine informants who modified their consumption lifestyle and adopted ethical consumption practices were interviewed using existential phenomenology. The hermeneutic analysis of the 458 verbatim-transcribed pages provided insights into the factors influencing the development of alternative lifestyles and the meanings consumers associate to ethical consumption. Ultimately, ethical consumption behavior responds to an individual choice that is contingent upon living in an uncertain and unpredictable world.
[ to cite ]:
Helene Cherrier (2005) ,"Becoming Sensitive to Ethical Consumption Behavior: Narratives of Survival in an Uncertain and Unpredictable World", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 600-604.