ABSTRACT
This chapter begins by explaining how collective ethical purchasing campaigns, often involving millions of individual citizens, have mushroomed in recent decades.
It looks at huge international campaigns like the anti-apartheid South Africa boycott as well as more local initiatives. It then looks at the success of sustainability standards and certifications such as the Fairtrade and Organic product ethical labels. It also discusses how the proliferation of standards has led to the problem of greenwash in this space, and how consumers are learning to navigate these issues using tools like brand names and third party advice. It also explores the idea of more discrete behaviours like low impact lifestyles and other sustainable consumption initiatives.
This chapter ends by discussing critiques and limits of this type of consumer action. These include problems with the complexity of modern consumer markets, the need to act as citizens as well as consumers, and the need for sustainable consumption education to take place in schools.
