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 ( 21.09.2010 )

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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.

Детали книги:

ISBN-13:

978-3-8383-9626-2

ISBN-10:

383839626X

EAN:

9783838396262

Язык книги:

English

By (author) :

Heidi Romu

Количество страниц:

120

Опубликовано:

21.09.2010

Категория:

Реклама, маркетинг