The vicissitudes of ecological consumption: fragmentation, risk and new values

Abstract

In this paper a theoretical analysis of emerging trends in consumption is proposed, paying special attention to ecological consumption as one of its concretions. Inscribed within the post-Fordist context, some of these new trends are linked to the thesis of the new consumer model. Within this framework, we analyze the main characteristics of green consumers in regard to their principles of consumption and to the social uses to which they put organic products. We then address three specific areas of consumption in which the new trends and values of consumption in general and of ecological consumption in particular tend to develop significantly. Firstly, the values and logic of consumption that come into play in the field of food are reviewed; secondly, consumption’s significant development as a space for citizens and for political participation is considered; and thirdly, consumption is analyzed as a form of risk management in the context of alleged insecurity. Finally, conclusions are presented on the limits of the discourse of ecological consumption and of some of its dominant trends as a factor of change and social transformation on the basis of how it is developing in our societies.

Keywords: organic consumption; lifestyle; food; risk; citizens; differentiation.