Lone No More: the Sociable Ethical Consumer

Based on 6 months ethnographic participant observation and in-depth interviews with a self-defined ethically conscious consumer group in Korea the study reconceptualises ethical consumption and problematises contemporary views of the ethical consumer. Theoretical and methodological implications for the practice of qualitative research in a Korean context are also advanced.


Minhye Lee, Andrea Davies, and Matthew Higgins (2013) ,"Lone No More: the Sociable Ethical Consumer", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 339-339.


Minhye Lee, University of Leicester, U.K.
Andrea Davies, University of Leicester, U.K.
Matthew Higgins, University of Leicester, U.K.


E - European Advances in Consumer Research Volume 10 | 2013

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