18000361 People, Environment, And Social Change SOCG2113
A sociological analysis of ideas and responses to environmental issues in the field of consumerism.
(2500 words)
Introduction
Within recent years, many advanced societies have gradually become what’s known as ‘consumer
societies’, in which consumption has more acknowledgement and a direct role in the stimulation of
economic growth. Similarly, authority figures such as scientists and politicians have become more
sensitive towards the future of the environment, as some argue that the level and types of
consumption that prevail today is not sustainable for years to come. Within my assignment I will
examine a number of different consumer goods and activities such as the movement towards ethical
fashion and food in household waste disposal. These are some of the many ways that consumers
express their identities and respond to opportunities for responsible consumption.
History
Firstly, my assignment will begin with a brief history based on the social science literature of
consumption. Within the post-war period, the study of consumption was dominated by theories of
mass culture, in which consumption was perceived as a negative influence (Fulcher and Scott, 2011,
p. 373). This was due to the fact that consumers were regarded as passive actors, whose choice’s
were manipulated and constructed based on the theory of mass culture. A shift to the 1980s’,
became the ‘new’ sociological perspective of consumption, which was reinterpreted from a more
positive view as a significant cultural and social practice (Edwards, 2017). Gidden’s perspective on
the construction of individual identity is significant as it is determined by the role of life style choices
(Edwards, 2017). Another sociological perspective is that of Bourdieu’s, whose theory of distinction
argues that consumers selection of goods is motivated by the desire to distinguish themselves from
others (Edwards, 2017). Interest in consumption and goods is specially devoted to material culture
which is predisposed with the study of consumer behaviour and habits. Furthermore, Miller’s theory
of ‘shopping for identity’ has a role in the central issues (Miller, 2006). However, this line of research
can be criticised of consumer practices as somewhat ‘celebratory’. (Add more)
Global vs Local scale
Some environmentalists take a radical approach towards the necessary change of consumption, in
order for goods to be produced in ways that safeguard the environment and conserve natural
resources. Some economics and sociologists are advocating a policy of ‘de-growth with the aim to
steer away from ‘capital centric’ ideas (Nicholson, Wapner and Nicholson, 2012). The urgency of
these issues is indoctrinated by the United Nations Global Compact whose aim is to elicit business in
protecting the environment by providing advice and information, as well as participation in Global
Compact Networks in over 80 countries (Nicholson, Wapner and Nicholson, 2012). Providing
encouragement for the development of environmentally friendly technologies and positive
promotion of environmental responsibility. Contrary from a global scale perspective, consumer
resistance to consumption of fashion trends can occur due to small scale movements that engage in
boycotts and the phenomenon of culture jamming (Nicholson, Wapner and Nicholson, 2012). For
instance, the clothing association with punk music during the 1970’s can be regarded as an example
of culture jamming. With motifs from punk still influencing fashion trends in contemporary society
(Nicholson, Wapner and Nicholson, 2012). Therefore it can be argued that consumer behaviour can
be influenced by group culture, with shared norms and values.
, Social Movements and Collective Action: Consumer Boycotts and the Ethical Consumer
Within recent decades consumer boycott campaigns have rapidly increased. In 1999, ‘The World
Values Survey’ showed approximately 15% of its participants were involved in various boycotts
within the year, roughly four times the percentage of participants compared to 1974 (Crane, 2019).
Consumer boycotts of specific products tend to be aimed toward the policies and practices of
corporations. For instance, in the clothing industry some global firms such as Nick have been
targeted based on their poor working conditions and child labour within developing countries
(Crane, 2019). For example, ‘Watchdog groups have forced Nike to follow Indonesian law and raise
its wage levels, change its sourcing of soccer balls to avoid child labour, increase the minimum age of
its factory workers abroad, and that all outsources footwear suppliers adopt US occupational safety
and health standards of indoor air quality’ (Jamieson, 2016). Thus, it can be clear that boycotts
require huge efforts from non-government organisations at a national and international scale.
According to Rock, the ‘American Anti-sweatshop Movement’ began in the 1990’s (Rock, 2001). In
1992, ‘The American Departmetn of Labour’ brought suits against prominent retailers for violating
labour laws (Rock, 2001). As a result, by the late 1990’s, fourth-three American NGO’s and numerous
international organisations participated in the movement (Jamieson, 2016). Surveys reveal that
consumers were willing to pay extra for products produced under ethical conditions. An indirect goal
of the movement is to change consumers habits by removing unethical products being sold rather
than relying on changes in their purchasing habits. In regards to the attitudes towards specific types
of green consumption, there has been a discrepancy in the findings. Favourable attitudes do not
necessarily lead to comparable behaviour. For example, a recent study by ‘Eurobarometre’ in all
twenty-seven countries in the European Union found that; ‘while 75% of respondents of the poll say
they are ready to buy environmentally friendly products even if they are more expensive, only 17%
have actually done so in the length before the survey’ (Jamieson, 2016).
Fair-Trade
Opposed to a boycott, the fair-trade is a campaign that aims to encourage consumers to buy certain
types of products that conform to ethical and environmental standards. The development of fair
trade began in the Netherlands in 1988, based on the idea that paying third world producers a fair
price for their products encourages a more sustainable development rather than foreign aid
(Anderson, 2015). According to Levi and Linton what they are, ‘trying to sell is the norm that people
in prosperous countries should factor global social justice into their buying decision (Anderson,
2015). This is created by lobbying organisations and persuading consumers to purchase fair trade
produce. The fair trade coffee movement for example has attempted to raise the wages for small
scale coffee farmers in Latin America (Wheeler, 2012). In order to do so, a consumer demand has
been formed for Fair Trade coffee in America and Europe. This has persuaded major retailers to
market Fair Trade coffee, whilst educating and informing consumers to purchase (Wheeler, 2012). In
addition, they have also put pressure on organisations including, churches, government agencies and
schools to purchase fair trade goods. In spite of these efforts, Fair trade coffee’s market share
remains minor partly due to the fact the Fair Trade movement has had a lack of impact and
participation from significant corporations that produce a majority of relatively inexpensive coffee
(Wheeler, 2012). Levi and Linton summarise that substantial change in the welfare of small coffee
