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ETHICAL CONSUMPTION AS AN IDENTITY PROJECT IBD

LAP LAMBERT ACADEMIC PUBLISHIN
09 / 2010
9783838396262
Inglés

Sinopsis

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.

PVP
60,57