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Ethical Consumer

Consumption is a sphere in which people routinely negotiate moral dilemmas. Wilk (2001) observes that ‘consumption is in essence a moral matter, since it always and inevitably raises issues of fairness, self vs group interests, and immediate vs delayed gratification.'

When faced with the immediacy, popular appeal and low-cost offerings of the fast food and fast fashion industries the modern day consumer struggles to build an ‘ethical' consumer identity.

It is now more evident than ever we live in a post-modern capitalist society, whereby the products we chose to purchase help define our individuality and create identity (Cova 1996). In 1899, Velben was the first to coin the term ‘conspicuous consumption' as a means of separating and defining class in society. More recently sub-cultures are formed solely on the basis on consumption habits and traits. Cova (1996) explains post-modern's principles of rejecting what has gone before (modernity) in favour of "new and different......


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Approximate Word Count: 1994
Approximate Pages: 8 (250 words per double-spaced page)

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