Gendering consumer ethics
Andreas Chatzidakis, Pauline Maclaran
Abstract
Abstract Consumer ethics research has greatly enhanced our knowledge of the social and environmental consequences and considerations of consumption choices. We argue, however, that gender theory introduces important aspects of ethical enquiry currently overlooked. To build our argument, we undertake a critical literature review that assesses current gender theory and related applications in gender and consumption research. In doing so, we offer a conceptual pathway that elucidates the intersection of gender with consumer ethics in relation to three distinct levels of understanding; socio‐economic, embodied‐affective and representational. Although fundamentally intertwined, for our current purposes, these are analytically distinct. Implications and avenues for future research into gendering consumer ethics are discussed.