Unpacking the Ethically-Minded Consumer: Understanding the Role of Personal Journeys in Alignment of Purchase Intentions and Shopping Behaviour

Ethically-minded consumers rarely translate their ethical values into ethical purchasing behaviour (Auger & Devinney, 2007). In this study, we take an ethnographic approach to understand how the broad features of ethically-minded consumers’ lives impact the mis/alignment of their shopping/consuming practices with their ethical concerns. Through exploring the lives of ‘hard-core’ ethically-minded consumers, the ‘personal journey to conscious consumption’ emerged as a life project that was common yet unique for each informant, and had a determinate role in the mis/translation of their ethical concerns into their shopping baskets. The ‘journey’ concept and other significant emergent themes are presented in this paper.



Citation:

Michal Carrington, Benjamin Neville, and Gregory Whitwell (2011) ,"Unpacking the Ethically-Minded Consumer: Understanding the Role of Personal Journeys in Alignment of Purchase Intentions and Shopping Behaviour", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 599-601.

Authors

Michal Carrington, University of Melbourne
Benjamin Neville, University of Melbourne
Gregory Whitwell, University of Melbourne



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Foods for Sharing: The Social Value of Handmade Foods

Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University

Read More

Featured

Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Featured

P9. Gift Budget Adherence and Price Discounts

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.