Ethical Consumption As Subjectivation: Constituting the Ethical Consumer Subject

Existing research focuses on processes of subjectification through which institutional forces produce consumer subjectivities. Drawing on Foucauldian ethics, this article theorizes the process of subjectivation through which consumers constitute themselves as ethical subjects. The findings shed new light on ethical consumption and contribute to studies on subjectivity, morality and religion.


Cristiano Smaniotto and Søren Askegaard (2021) ,"Ethical Consumption As Subjectivation: Constituting the Ethical Consumer Subject", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 82-86.


Cristiano Smaniotto, Aarhus University
Søren Askegaard, University of Southern Denmark


NA - Advances in Consumer Research Volume 49 | 2021

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