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This Book is about ethical consumers. In some business circles ethical consumers are treated simply as one kind of consumer in a market society where a niche can be created to satisfy every preference. Conversely others propose consumer activism as part of a movement that will force ethical considerations into the decision-making of businesses and governments. Questions about ethics are central to consumer society. The research presented here analyses consumer decisions in their social context. Sixteen case studies of ethical consumers in differing circumstances are developed in considerable detail. Starting from the theoretical observation that being an ethical consumer presents seemingly daunting challenges, the research uses bounded rationality theory to explain how these cases maintain their self-image as ethical. I suggest thinking of ethical consumers as adopting strategies to reduce the scope and/or difficulty of decision making: distancing themselves from practices they consider unethical, integrating their lives around addressing the issues in ethical consumer discourse and/or rationalising their ethical consumption against their acceptance of consumer capitalism.
About the author
Terry gained his doctorate at the Open University in 2000. Since then he has worked at the Open University Business School and, after 2005, Manchester Business School where he is now an Honorary Research Fellow. He has published on consumption ethics, voluntary simplicity and consumption as ¿voting¿ in prominent marketing journals.
