Ethical qualities in consumption: Towards a theory of care

Deirdre Shaw, Robert Mcmaster, Cristina Longo and Nil Özçaglar-Toulouse
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Deirdre Shaw: Adam Smith Business School - University of Glasgow
Robert Mcmaster: Adam Smith Business School - University of Glasgow
Cristina Longo: SKEMA Business School
Nil Özçaglar-Toulouse: SKEMA Business School

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Abstract: This article seeks to develop an empirically grounded theorization of care. Current care theory tends to be conceived along philosophical, psychological and labour dimensions, with much of the literature focusing on caring labour and, therefore, invoking a productionist orientation. By contrast, our focus on consumption suggests a reorientation in conceptualizing care to more fully apprehend the nuances of care neglected in a consumption context. We draw from Tronto's phases of care in arguing that caregiving is not necessarily only an activity involving one's labour. Through interviews, we examine how and what we consume manifests care and caring. We theorize care in consumption as a circular and dynamic process involving the combination of awareness, responsibility and action. This enhanced understanding of care could facilitate improved market exchanges and relationships between different stakeholders.

Keywords: Care; Consumption; Ethics; Hope; Respect; Responsibility (search for similar items in EconPapers)
Date: 2017-03-29
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Citations: View citations in EconPapers (2)

Published in Marketing Theory, 2017, 17 (4), pp.415-433. ⟨10.1177/1470593117699662⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04451514

DOI: 10.1177/1470593117699662

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