Abstract and Keywords
In markets around the world, more and more products are being sold with attributes promoting their economic, environmental, political, and social attributes. This growth in ethical consumption reflects increased demand for product narratives describing the ethical implications of shopping. This chapter examines the research in the emerging field of ethical consumption. Although it prioritizes research coming from sociology, it highlights an array of interdisciplinary research. Ultimately, this chapter makes three recommendations: (1) Markets should not be abandoned as a site for social change, (2) Scholars should pay closer attention to the supply chains shaping markets for ethically labeled goods, and (3) Scholars should continue to pursue research on the emotional processes that lead to brand allegiance within these markets.
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