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Ethical consumption as an identity project   Heidi Romu

Ethical consumption as an identity project

120 страниц. 2010 год.
LAP Lambert Academic Publishing
Aim of this study is to explore Finnish ethical consumers: Their values, preferences and habits. I will view ethical consumption as an identity project, that is to say, I will study how the consumer of the postmodern times constructs his or her identity by making ethical consumption choices. This research is qualitative in its nature. I conducted six life story interviews with Finnish young adults, who declare themselves ethical consumers. This open-ended and in-depth research method enabled me to obtain true understanding of my informants'' behavior as ethical consumers.In organizing the transcribed interview data I used the methods of narrative analysis. I closely examined the interviewees'' stories, and found common patterns of meaning in them. Based on these meanings, I elaborated five different themes and analyzed the data according to them.
 
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