Flexibility, Dissonance and the Conscious Consumer

This paper considers the ethical purchasing of what we describe as 'conscious consumers'.  'Conscious consumers' present a complex mix of behaviors; while seeking ethical alternatives, other social and economic forces impact on their behavior such that positive ethical choices are not always made. We identify two areas of theory relevant to the conceptualization of such consumers, flexibility and dissonance theory. A study of nine participants identified as 'conscious consumers' was undertaken. As anticipated the participants revealed a range of often contradictory behaviors regarding their ethical purchases. The relevance of flexibility and dissonance theory to their behavior is discussed.



Citation:

Isabelle Szmigin, Marylyn Carrigan, and Morven McEachern (2007) ,"Flexibility, Dissonance and the Conscious Consumer", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 379-380.

Authors

Isabelle Szmigin, University of Birmingham, UK
Marylyn Carrigan, University of Birmingham, UK
Morven McEachern, University of Lancaster, UK



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Consuming Products with Experiences: Why and When Consumers Want Mementos

Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

Read More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, 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.