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Synopsis
Plenty of books describe how to become ethical consumers, but few focus on the behaviors of ethical consumers, their discourses and narratives, the social and political contexts in which they operate, and how effective they are in influencing business decisions. In this collection of 14 articles contributors describe the theories behind ethical consumption, the campaigners and consumers behind the movement, the business models beneath that, and the methods of responding to ethical consumers. Individual articles address such topics as the history of consumer activism, the influence of pressure groups, using existential- phenomenological interviewing to explore meanings of consumption, modeling consumer decisions, forming and using focus groups, and meeting the ethical gaze. Annotation ©2004 Book News, Inc., Portland, OR