Interaction Ritual Chains and the Mobilization of Conscientious Consumers

Title: Interaction Ritual Chains and the Mobilization of Conscientious Consumers
Summary:

This paper examines how emotions motivate consumers to seek out fair trade coffee and handicrafts. I show how face-to-face interactions between consumers and producers produce solidarity and motivate support for the Fair Trade
movement. This paper employs a micro-sociological approach to contribute to studies of ethical consumption in three notable ways: 1) it emphasizes the importance of “contexts”
and is able to explain contradictions in consumer behavior; 2), it contributes to our understanding of “brand communities” by describing the micro-sociological processes that both help to build these communities and create value within the products that organize these groups; and 3) it offers the potential to develop a predictive model for the purchasing patterns of consumers.

TO CITE THIS ARTICLE:

Keith Brown 2011 Interaction Ritual Chains and the Mobilization of Conscientious Consumers Qualitative Sociology 34 (1)

Language: English
Type: Journal
Academic Publication: yes
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