ABSTRACT
In much of the sociological literature on ethical consumption, the display of alternative consumer positions and attitudes has been conceptualised in terms of collective action in pursuit of political and social progress. There has been an observable proliferation of research aimed at recognising and exploring the implicit and explicit motivations, intentions, aspirations and goals attached to ethical consumer choices. This chapter situates this burgeoning stream of literature vis-a-vis the prevailing theoretical approaches to consumption that emerged and developed in the last several decades and whose core presuppositions have been informing empirical investigations of consumer behavior. It reviews these frameworks in order to identify and expose their ontological and analytical biases, which continue to inhibit a comprehensive understanding of consumption phenomena at both the individual and social levels. The chapter argues for the benefits of critical realism for developing a much more complete, balanced and nuanced perspective on ethical consumption and consumer behavior.
