Ethical consumption as an identity project

Ethical consumption as an identity project

A narrative approach to Finnish ethical consumers'' identity construction

LAP Lambert Academic Publishing ( 2010-09-21 )

€ 49,00

Buy at the MoreBooks! Shop

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.

Book Details:

ISBN-13:

978-3-8383-9626-2

ISBN-10:

383839626X

EAN:

9783838396262

Book language:

English

By (author) :

Heidi Romu

Number of pages:

120

Published on:

2010-09-21

Category:

Advertisement, marketing