Work

How Consumers Mobilize Ethical Myths to Animate Moral Identity: A study on consumers’ moral action within ethical fashion

Year: 2016

Type: dissertation

Abstract: This thesis aims to explore the ethical fashion gap between moral thought and moral action. By\ndoing so, it illustrates how consumers mobilize ethical myths to animate their moral\nidentity. Previous research has focused on both moral identity and ethical myths, however, it\nhas not been explored how ethical myths actually animate moral identity. The analysis and\nfindings are based on a narrative design conducted on phenomenological interviews, on\nconsumers of an ethical brand. Findings show the importance of ethical myths in the\nconstruction of one’s moral identity and illustrate the conflict in moral thought and moral\naction. This can be used to understand how brands can mobilize myths to increase consumers’\nmoral identity.

Source: Gothenburg University Publications Electronic Archive (Gothenburg University)

Author: Sofi Björnberg

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2809192038

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