ABSTRACT
This chapter reviews the different ways in which consumer behaviour change is framed, and highlights the links between different modes and understandings of governance and assumptions with respect to how change may occur. It highlights tourism is not alone in this and has mirrored developments in other areas that are usually grounded in notions of community, localism and/or the development of short supply chains, social justice, and the development of new notions of citizenship. The chapter also highlights the supposed primacy of the market and freedom to choose encourages commodity fetishism, including that with respect to supposedly ethical forms of tourism consumption. Therefore it addresses the fundamental questions about possibilities of alternative tourisms and consumptions within the contemporary neoliberal capitalist project. Within the society of the spectacle, argues that ethical consumption depends upon the circulation of images that are taken to denote ethicality, and entails forms of fetishism that subvert ethical consumption's central goals.
