Let Them Eat Fair-Trade Chocolate Cake: Ethical Consumption, Responsibilization, and the Citizen-Consumer in the Age of Neoliberalism

Neoliberalism is a politico-economic framework that emphasizes deregulation, free trade, and minimal government intervention in the economy; further, it suggests that social issues are best addressed through market mechanisms. Responsibilization occurs when individuals internalize responsibility for addressing problems caused by large social structures, and is a salient instrument in the inculcation of neoliberal ideology. This monograph examines ethical consumption within the context of cultural neoliberalism. Using a qualitative approach, the book is organized around a series of interviews w ith self-identified ethical consumers and their experiences of responsibilization. The chapters explore the spaces in which these consumers deploy their efforts, the ways they attempt to shape the market through their economic agency, the ideologies that inform their approach, and the way they conceptualize their own identities as ethical consumers. Revealing the dilemmas intrinsic in the undertaking of ethical consumption, including instances of role strain, role conflict, and the frustration and sense of futility consumers can feel in the face of the global capitalist juggernaut, this volume provides a nuanced view of the behavior of the ethical consumer. As such, it will be of interest to researchers and students across the disciplines of economics, sociology, politics, and business.