The Ethical Consumer

Catalog description

The recent "ethical turn" in markets has led to a growing number of products that give proceeds to a charitable or altruistic cause. We see Pink Ribbons when we shop for a car, fair trade coffee at Wal-Mart, and product (RED) clothing at the GAP. Many of these products and brands are creating significant social change; others are "greenwashing" or "fairwashing" markets by making false promises. In this course we will read research from sociology, marketing, and psychology to understand the consumer behavior of individuals trying to change the world through shopping; we will examine the strengths and weaknesses of these "consumer-dependent" social movements; and we will examine the social forces that led "shopping for a cause" to become a modern means for creating social change. This course will conclude with an attempt to put our ideas into practice through group-projects designed to raise funds for local mission-driven businesses such as Cal's Cupcakes, Alex's Lemonade, or Fair Trade retailers.