This article extends both Viviana Zelizer's discussion of the social meaning of money and Charles Smith's proposal that pricing is a definitional practice to the under-theorized realm of the social meanings generated in the pricing system. Individuals are attributed with calculating or not calculating whether an object or service is "worth" its price, but these attributions differ according to the individual's social location as being near to or far from a societal reference point rather than by the inherent qualities of (...) the object or service purchased. Prices offer seemingly objective proof of the individual's "logic of appropriateness"--in other words, people like that pay prices such as those. This article sketches a preliminary but nonexhaustive typology of the social characterizations of individuals within the pricing system; these ideal types--the fool, the faithful, the frugal, and the frivolous--and their components offer a systematic approach to understanding prices as embedded in and constituents of social meaning systems. (shrink)

Veblen’s work contains a neglected, since for the most part implicit, theory of recognition centred on his concepts of waste and workmanship. This article tries to develop this theory in order to shed new light on the theorem of conspicuous leisure and consumption. The legitimacy of violence at the ‘predatory stage’ of culture has been partly superseded by a legitimacy of industrial efficiency, so that the leisure classes need to disguise their conspicuous waste as socially useful productive endeavours. At the (...) same time waste remains a powerful symbol of legitimate status, so that even the industrial classes turn to it in order to assert their social worth and demand social recognition. Waste - which is far more central in Veblen’s theory than is emulation - becomes an ambiguous symbol which can stand for both unproductive privilege and industrial efficiency. The utilitarian urge for efficiency and the meaninglessness of a struggle for recognition through conspicuous waste produce a desire for a romantic escape, also acknowledged by Veblen, but often overlooked in his sharp criticism of consumerism. (shrink)

Underwear is the most intimate form of dress, and the type of underwear known as ‘lingerie’ is particularly invested with meanings of femininity, sexuality and pleasure. This article focuses on mass-market lingerie and is based on an ethnographic study of Ann Summers home shopping parties at which lingerie, sex toys and other ‘personal’ products are sold to women in the UK. The analysis draws on the work of Bourdieu and Skeggs to argue that the apparently ‘private’ world of lingerie is (...) simultaneously part of the ‘public’ world of class distinction. The class connotations of mass-market lingerie are not simply aspirational, but are also used by working- and lower-middle-class women to distinguish themselves from ‘posh’ women who are thereby defined as pretentious, boring, snobbish or tasteless. The article concludes that the processes of choosing and buying lingerie involve identifications and dis-identifications of class, gender and sexuality, even though the garments themselves are rarely if ever worn in public. (shrink)

Anthropologists have long wrestled with their impact upon the people they study. Historically, the discipline has served and subverted colonial agendas, but views itself traditionally as an advocate for the disempowered and as an instrument of public policy. Marketing is now among the pre-eminent institutions of cultural stability and change at work on the planet. Currently, ethnography is assuming a growing importance in the marketer’s effort to influence the accommodation and resistance of consumers to the neocolonial forces of globalization. The (...) ethical consequences of market-oriented ethnography are explored in this essay. (shrink)

Anthropologists have long wrestled with their impact upon the people they study. Historically, the discipline has served and subverted colonial agendas, but views itself traditionally as an advocate for the disempowered and as an instrument of public policy. Marketing is now among the pre-eminent institutions of cultural stability and change at work on the planet. Currently, ethnography is assuming a growing importance in the marketer's effort to influence the accommodation and resistance of consumers to the neocolonial forces of globalization. The (...) ethical consequences of market-oriented ethnography are explored in this essay. (shrink)

In this paper we argue that greater attention must be given to peoples’ expression of “care” in relation to consumption. We suggest that “caring about” does not necessarily lead to “care-giving,” as conceptualising an attitude–behaviour gap might imply, but that a closer examination of the intensity, morality, and articulation of care can lead to a greater understanding of consumer narratives and, thus, behaviour. To examine this proposition, a purposive sample of self-identified ethical consumers was interviewed. Care is expressed by the (...) study’s participants in a variety of ways and linked to behaviour through diverse patterns that includes consumption and abstention. We find significant correspondence between the academic literature on the ‘ethics of care’ and our participants’ articulation of their ethical consumption behaviours. We suggest, therefore, that a close understanding of an ethics of care among consumers is important both in providing insight into the attitude–behaviour gap challenge evident in the literature and to the continued development of an ethical consumption discourse. (shrink)

As research on ethical consumers and consumption practices has continued to grow, a complimentary body of work concerned less with ethical consumption but more with ethics in consumption has emerged. Problematizing the divide between ethical and non-ethical consumption, this stream of research focuses on the domain of everyday and explores the moral struggles individuals face while engaging in ordinary consumption practices. However, the attention on the ordinary runs the risk of obscuring the contribution of the ‘extraordinary’ or the transcendental to (...) the ethical concerns embedded in the mundane flow of the everyday. This study addresses this blind spot and explores the ways in which religion is implicated in everyday consumption ethics. In doing so, I go beyond a view of religion as an individual trait and emphasize its role as a major institutional structure of the contemporary political economy. The empirical context of the study is the controversy over the so-called halal nail polish. The debate over the products’ appropriateness for Muslim women provides a fertile setting to explore how an ordinary object becomes an ethical problem amid changing relations between religion and market. In order to trace and analyse the linkages between daily practices and institutional dynamics I draw from the moral economy framework and discuss the multiple and conflicting moral repertoires that shape the ethical evaluations of the object. The study offers several contributions to the existing theorizations of everyday consumption ethics and moral economies of consumption. It also highlights the potential of interdisciplinary approaches in providing a holistic understanding of the ethical and moral dimensions of consumption. (shrink)

This paper contrasts the perceptions of Canadians who are food-secure with the perceptions of Canadians who are food-insecure through the different meanings that they ascribe to a popular food product known as Kraft Dinner®. Data sources included individual interviews, focus group interviews, and newspaper articles. Our thematic analysis shows that food-secure Canadians tend to associate Kraft Dinner® with comfort, while food-insecure Canadians tend to associate Kraft Dinner® with discomfort. These differences in perspective partly stem from the fact that Kraft Dinner® (...) consumption by food-secure Canadians is voluntary whereas Kraft Dinner® consumption by food-insecure Canadians frequently is obligatory. These differences are magnified by the fact that food-insecure individuals are frequently obliged to consume Kraft Dinner® that has been prepared without milk, a fact that is outside the experience of, and unappreciated by, people who are food-secure. The food-secure perspective influences responses to food insecurity, as Kraft Dinner® is commonly donated by food-secure people to food banks and other food relief projects. Ignorance among food-secure people of what it is like to be food-insecure, we conclude, partly accounts for the perpetuation of local food charity as the dominant response to food insecurity in Canada. (shrink)

The turbulent social conflict over what counts as good-enough mothering and the greedy institution of work leaves many women trapped in what Joan Williams called the gender system of domesticity. Like self-help books, advertisements can lead mothers toward a culturally sanctioned compromise. This article looks at the “cultural deals” being offered for mothers by toy catalogs. The author examined the marketing of more than 3,500 toys in 11 catalogs fromthe 2000-2001holiday season. She found that the catalogs presented toys as solutions (...) that would allow mothers to be good mothers without having to physically be there, even as the advertising copy evoked images of companionship and togetherness. Catalogs also emphasized skill building over fun, defined only certain skills as skills in the first place, and dismissed nurturing as feelings at best worth of expression and not of practice. The author argues that the toys promise to perpetuate for the children the same contradictions the catalogs purport to solve for their mothers. (shrink)

Hannah Arendt’s exposition of the human condition provides the basic framework for a theoretical perspective on close relationships. According to Arendt, the human condition is comprised of three modes of activity: labor, work, and action. Labor is need-driven behavior, work concerns goal-directed activity and the fabrication of things, and action involves the mutual validation of unique individuals. Within this framework, the gift is the means by which relational ties are made concrete. I propose a model of gift-giving organized by two (...) axes: whether or not the partner is singularized by the gift and whether or not the gift is given with an expectation of a return gift. I then apply this model to the three modes of the human condition. (shrink)

This paper engages with two contrasting approaches to conceptualising and studying consumer behaviour that appear to dominate existing research on consumption. On one hand, agency-focused perspectives take an individual consumer to be the primary author of practice and a basic unit of analysis. On the other hand, socio-centric paradigms focus on the social roots of consumption activities and the wider societal contexts in which they take place. The need to provide a more balanced view of consumption phenomena has been acknowledged, (...) yet not adequately acted upon. This paper begins to fill this gap through relevant theoretical and empirical contributions. First, we provide a critical review of the dominant theoretical perspectives on consumption in general and ethical consumption in particular, highlight their key ontological assumptions and explain how they preclude a fuller understanding of the ways in which consumer practices are moulded and shaped. Taking a critical realist approach, we then present the findings from qualitative analysis of consumers' ethical food practices to empirically demonstrate the role of human agency and social structure in creating and shaping ethical consumption. Thus, by means of theoretical analysis and empirical research this paper responds to the call for a more comprehensive understanding of consumption and provides a consolidated account of consumer behaviour which acknowledges and explains the complex ensemble of individual and systemic powers in which consumer practices are contained. (shrink)

This article situates the analysis of fair-trade consumption in the context of debates about civic activism and political participation. It argues that fair-trade consumption should be understood as a political phenomenon, which, through the mediating action of organizations and campaigns, makes claims on states, corporations, and institutions. This argument is made by way of a case study of Traidcraft, a key player in the fair-trade movement in the United Kingdom. The study focuses on how Traidcraft approaches and enrolls its supporters.

In times of erosion and dissolution of social structures and institutions, described by Bauman as the interregnum, there arises both a need and a possibility of developing alternative approaches to the most fundamental organizational practices. Marketing, a simultaneously tremendously successful and much criticized sub-discipline and practice, is a prime candidate for such a redefinition. Potential prefigurations of future processes of organizing and institutionalizing can be found within dissenting organizations, the alternative organizations built at the fringes of, and in opposition to, (...) the mainstream businesses as reported by Parker et al.. In this paper, we present an exploration of the alternative yet already enacted practice we call earnest marketing. Drawing on an ethnographic study of a number of dissenting organizations in the United Kingdom and Poland, we focus on the radical reconstitution of marketing evidenced in their practice, defined by an attitude of earnestness and dedication to the dissemination and demonstration of their self-defined goodness: ideas and values. As organizations engage in earnest marketing, they also become receptive to reciprocal messages from their environments. We conclude by reflecting on the possibilities of a dissenting management model developing the principles of earnest marketing beyond disciplinary confines. (shrink)

There has been widespread academic and popular debate about the transformative potential of consumption choices, particularly food shopping. While popular food media is optimistic about “shopping for change,” food scholars are more critical, drawing attention to fetishist approaches to “local” or “organic,” and suggesting the need for reflexive engagement with food politics. We argue that reflexivity is central to understanding the potential and limitations of consumer-focused food politics, but argue that this concept is often relatively unspecified. The first objective of (...) this paper is to operationalize reflexivity and advance understanding of reflexivity as an important tool for understanding the lived experience of food shopping. Our second objective is to explore the range of reflexivity observed in a mainstream “shopping for change” market sector. To do this, we draw from in-depth interviews with shoppers at Whole Foods Market (WFM)—a retail venue with the stated goal of making consumers “feel good about where [they] shop.” This group is chosen because of our interest in investigating the reflexivity of consumer engagement with the corporatized arm of ethical consumption—a realm of concern to food scholars as alternative agricultural initiatives are absorbed (both materially and symbolically) into corporate institutions. Our analysis suggests that shopping at venues like WFM is primarily motivated by traditional consumer pleasures, even for politicized consumers, a finding that poses serious limitations for a consumer-regulated food system. (shrink)

An active ethically conscious consumer has been acclaimed as the new hero and hope for an ethically improved capitalism. Through consumers’ “voting” at the checkout, corporations are supposed to be held accountable for their conduct. In the literature on political consumerism, this has mainly been approached as political participation and governance. In this article, we do a critical review of this literature. We do so by questioning the existence of what we call a “generic active consumer model.” At the core (...) of this position, there is a belief that the active consumer is a universal entity, available across nations and time. Instead we call for an approach that takes accord of the ways consumers and consumer roles are framed in interactive processes in markets, governance structures, and everyday life. Consumers in different countries assess their responsibilities and their powers as consumers differently due to different institutionalizations within distinctive contexts. We also must take into account how the inertia of ordinary consumption and the moral complexities of everyday life restrict the adoption of an active consumerist role. Hence, the debate on political consumerism should make for a more realistic notion of ethical consumer-sovereignty and its role in improving the workings of capitalism. In our view, these findings have severe implications for understanding both theories of political consumption and the dynamics of political consumption per se. (shrink)

Social theories of giving have often been shaped by anthropological accounts that present it as a form of pre-market reciprocal exchange, yet this exchangist discourse obscures important contemporary giving practices. This article discusses two types of giving that confound the exchangist model: (1) sharing practices within the family; and (2) free gifts to strangers. Once we reject understandings of giving derived from analyses of non-modern economies, it is possible to see that the gift economy is not a rare survival but (...) rather is a central element of contemporary society and indeed the contemporary economy. The task for social theory is not to anachronize giving but to make sense of the variety and complexity of actual contemporary giving practices. This article offers the categories of free and positional gifts as a contribution to this analysis. (shrink)

Abstract Our growing demand for meat and dairy food products is unsustainable. It is hard to imagine that this global issue can be solved solely by more efficient technologies. Lowering our meat consumption seems inescapable. Yet, the question is whether modern consumers can be considered as reliable allies to achieve this shift in meat consumption pattern. Is there not a yawning gap between our responsible intentions as citizens and our hedonic desires as consumers? We will argue that consumers can and (...) should be considered as partners that must be involved in realizing new ways of protein consumption that contribute to a more sustainable world. In particular the large food consumer group of flexitarians offer promising opportunities for transforming our meat consumption patterns. We propose a pragmatic approach that explicitly goes beyond the standard suggestion of persuasion strategies and suggests different routes of change, coined sustainability by stealth, moderate involvement, and cultural change respectively. The recognition of more routes of change to a more plant-based diet implies that the ethical debate on meat should not only associate consumer change with rational persuasion strategies and food citizens that instantiate “strong” sustainable consumption. Such a focus narrows the debate on sustainable protein consumption and easily results in disappointment about consumers’ participation. A more wide-ranging concept of ethical consumption can leave the negative verdict behind that consumers are mainly an obstacle for sustainability and lead to a more optimistic view on modern consumers as allies and agents of change. Content Type Journal Article Category Articles Pages 1-18 DOI 10.1007/s10806-011-9345-z Authors Erik de Bakker, LEI Wageningen UR (Agricultural Economics Research Institute), P.O. Box 29703, 2505 LS The Hague, The Netherlands Hans Dagevos, LEI Wageningen UR (Agricultural Economics Research Institute), P.O. Box 29703, 2505 LS The Hague, The Netherlands Journal Journal of Agricultural and Environmental Ethics Online ISSN 1573-322X Print ISSN 1187-7863. (shrink)

If capitalism is being increasingly understood as performative and processual, and if these understandings are being folded into capitalism's production of itself, what place does gender have in performing the commercial world? This article argues that the significance of gender as genre or type has been overlooked in the recent literature on the performance of the market or market relations. While the role of economic theories and management practices in making markets has been examined, and the place of women in (...) organizations has been explored, little attention has been paid to how gender as a productive process marks the creation and maintenance of market relations. Using material from a recent ethnographic study of the advertising industry, I examine how advertising practitioners incorporate vitalist understandings of market relations and of knowledge-producing activities into their practices. Framed as `creativity' and `innovation', these discursive practices perform what practitioners understand as a reproductive function in commercial life. (shrink)

Although a great deal of literature has looked at how individuals respond to stigma, far less has been written about how professional groups address challenges to their self-perception as abiding by clear moral standards. In this paper, we ask how professional group members maintain a positive self-perception in the face of moral stigma. Drawing on pragmatic and cultural sociology, we claim that professional communities hold narratives that link various aspects of the work their members perform with specific understanding of the (...) common good. These narratives allow professionals to maintain a shared view of their work as benefitting society and to perceive themselves as moral individuals. As a case study, we focus on the advertising industry, which has long been stigmatized as complicit in exploitative capitalist mechanisms and cultural degradation. We draw on nine total months of fieldwork and seventy-four interviews across three US advertising agencies. We find that advertising practitioners use narratives to present their work as contributing to the common good, depicting themselves as moral individuals who care about others in the process. We analyze three prevalent narratives: the account-driven narrative, which links moral virtue to caring for clients; the creative-driven narrative, which ties caring to the production of meaningful advertisements; and the strategic-driven narrative, which sees caring in finding meaningful relationships for consumers and brands. (shrink)

Despite considerable debate as to what corporate social responsibility is, consumer social responsibility, as an important force for CSR :19–45, 2005), is a term that remains largely unexplored and under-theorized. To better conceive the role consumers play in activating CSR, this paper provides a multi-level, multi-agent conceptualization of CnSR. Integrating needs-based models of decision making with justice theory, the article interpretively develops the reasons why variously positioned agents leverage consumers as a force for corporate social responsibility. The paper theoretically expands (...) currently limited conceptions of CnSR by exploring the levels at which diverse agents engage with CnSR and the needs driving these agents. The paper suggests that the so-called “consumer side of CSR” is contingent upon the presence, absence, and varying intensities of underlying agent needs. Academic and managerial implications are drawn in the paper’s conclusion. (shrink)

Knowledge is a presumed motivator for changed consumption practices in ethical eating discourse: the consumer learns more about where their food comes from and makes different consumption choices. Despite intuitive appeal, scholars are beginning to illuminate the limits of knowledge-focused praxis for ethical eating. In this paper, we draw from qualitative interviews and focus groups with Toronto mothers to explore the role of knowledge in conceptions of ethical foodwork. While the goal of educating children about their food has become central (...) to Canadian and American discourses of “good” mothering, we identify a paradoxical maternal expectation surrounding meat consumption: to raise informed child consumers who know where their food comes from, and to protect children from the harsh realities of animal slaughter. Rather than revealing the story behind the meat on a child’s plate, mothers seek to shield children from knowledge of meat production. Our analysis of the child consumer contributes to ethical eating scholarship and illuminates a larger paradox surrounding knowledge of meat in an industrialized food system. In the practice of feeding children, mothers confront the visceral discomforts of meat consumption; their reactions speak to discordant feelings involved with eating meat in a setting far-removed from the lives and deaths of animals. Ultimately, the paper illustrates the limits of consumer-focused strategies for food-system change that call on individual mothers to educate young consumers and protect childhood innocence, all while getting ethically-sourced meals on the table. (shrink)