chapter  5
20 Pages

The Challenges of Responsible Marketing and Consumption


This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book seeks to advance an interdisciplinary perspective to identify multiple vantage points from which to develop a more holistic and interconnected view of ethics in consumption. The extent to which the westernised conception of ethical consumption is limited to the daily spheres and financial reach of the 'affluent' has been a broader question pondered and critically examined across disciplines. From a differing contextual perspective, Terry Newholm and Newholm call for a recovery of the histories of ethical consumption and consumption ethics to provide a more balanced historical context within which the current conjucture is placed. C. Humphrey suggests that ethical consumption cannot be viewed simply as an 'oppositional politics', but as a commerce as well. Lauren Copeland and Lucy Atkinson point to the limits of political consumption within the dominant structural context of the capitalist market logic.