Descrizione del progetto
Uno sguardo non occidentale al consumatore consapevole
Quando i consumatori fanno acquisti in modo eticamente consapevole possono aiutare a combattere il lavoro minorile, salvare il pianeta e contrastare la crudeltà sugli animali. Si tratta del consumismo etico, ossia evitare di acquistare prodotti e servizi che si ritiene abbiano un impatto negativo. La ricerca su questa forma di attivismo politico è legata principalmente alle società europee settentrionali e occidentali. Il progetto ECIRSWE, finanziato dall’UE, approfondirà la questione in un contesto sociale non occidentale, studiando due paesi molto diversi in termini di situazioni sociali, economiche, politiche e culturali: Iran e Svezia. Per individuare somiglianze e differenze, in ciascun contesto verranno realizzate interviste sui fattori chiave del boicottaggio e della promozione dei prodotti biologici nella vita delle persone intervistate.
Obiettivo
Ethical consumerism as a way of protecting society, civil and citizen rights, labour rights, as well as the environment and animal welfare is considered a civil response of consumers to the inefficient socio-environmental policies of governments and public organisations. Despite some initial findings from non-European societies, the great bulk of our knowledge of the phenomenon is related to the European northern and western societies that generally have relatively similar social contexts and structures. Going beyond the conventional boundaries to investigate the issue in a non-western social context and to provide a novel comparative study, the research strategy is to study two very different countries in terms of their social, economic, political and cultural situation, Iran and Sweden. Considering consumption as a social practice that is affected by embedded social regime and setting, the project will apply social practice theory (SPT) and multi-level perspective (MLP) to compare the (im)possibilities of the formation of ethical consumption in target countries. The project will apply in-depth semi-structured interviews and purposive sampling will be utilized to select a diverse sample group in each context. To understand the wide range of social parameters that determine ethical consumerism interviewees will be asked about related corresponding issues. They will also specifically be asked about key factors of buycotting, boycotting and organic products in their personal life. By identifying similarities and differences of consumption practices in response to the embedded social structure and settings in Sweden and Iran the project will contribute to further theorizing about ethical consumerism. The project will also reveal through which social mechanism consumers engage or not in ethical consumerism and what social regimes and structures promote them to be ethical consumer or prevent.
Campo scientifico
Parole chiave
Programma(i)
Argomento(i)
Meccanismo di finanziamento
MSCA-IF - Marie Skłodowska-Curie Individual Fellowships (IF)Coordinatore
70182 Orebro
Svezia