Mention the term "ethical consumer", and you'll probably have people talking about the person who "pays the MRP" and "asks for a bill" or "doesn't buy pirated books, movies and music".
Push a little further and you'll get a triumphant "refuses to buy firecrackers that are made with child labour". You may even get references to the carpet and glass industries and some resentful diatribes against counterfeit products.
But it's unlikely that the Jains next door have given much thought to the origins of their coffee or clothes. Nor are they likely to be persuaded to swap their limos for bicycles or roller skates or, worse, buy second-hand clothes, books and furniture. That is the kind of ethical consumer that the book of the same name aims to study and celebrate.
Not that there are too many around. Even the contributors to The Ethical Consumer admit that their own consumption patterns wouldn't stand up well to close scrutiny. They buy new electronic equipment, fly to distant places, shop at supermarkets and eat meat.
But then, this book isn't about them. It's an academic introduction to people who turn traditional economic thinking on its head: for them, purchase is not a match of price and utility, but a complex decision based on what they know about the company, its business practices, its public postures, its advertising influence, and its impact on life and the environment. They make ethical purchase decisions- buy "fair-trade" coffee and chocolate, eat humane meat and boycott companies that transgress the codes of good behaviour.
The Ethical Consumer is also a deep, serious look at the philosophical and political traditions that relate to ethical consumption-should society view all purchase decisions from the "common good" lens, and if yes, does that still leave room for consumer sovereignty?
Part two examines the role of consumer activism. Evidence suggests that boycotts of companies have proved successful in bringing about changes in corporate direction. General Motors was "persuaded" to stop using animals for crash tests of its cars; companies like Benetton and Avon stopped testing their products on animals; Pepsi, Apple, Texaco, Triumph, Premier Oil and PricewaterhouseCoopers shut shop in Burma following protests by the Burma Campaign group; and Selfridges stopped selling fur and major supermarkets stopped selling Faroese and Icelandic fish because these communities practise whaling.
The third part of this book takes an intimate look at the lives of some ethical consumers: how they practise good buying and what triggered their behaviour.
The last part examines companies' responses to consumers' increasing interest in ethical issues. Not surprisingly, it concludes that most companies are "defensive" and that there's a long way to go before a satisfactory standard will be reached.
All of which makes for a noble introduction to the subject of ethical consumption. But worthy causes don't always make for scintillating reading-and The Ethical Consumer is no exception. I was tempted to whip out my highlighter, underline the important bits and make notes on the margin-it is so academic.
Perhaps that's not such a bad idea. Because if you persevere, there's a lot to learn. Read this book in parts and you'll come across little gems of information-although the best part is easily the few case studies and information on consumer boycotts.
Sample these: the American call to ban "French" fries after France refused to back the US invasion of Iraq hurt potato farmers in Idaho the most; Union Carbide quickly divested its consumer brands in India following the Bhopal gas leak, to avoid a consumer backlash. (Incidentally, that's almost the only reference in the book to an Indian case, other prominent cases being conspicuous by their absence.)
And did you know there's been a call-since the 1970s, no less-to boycott Nestlé? The company's marketing of breast-milk substitutes has had activists up in arms for the longest time: they call it a "baby killer".
Nestlé took them to court, way back in 1974, and won. It was a hollow victory, with even the case judge attacking the company's practices. Nestlé now focuses on communicating its "ethical and responsible" corporate behaviour, but the boycott continues.
The lesson?
All publicity is not good publicity, even if-or perhaps, especially if-they spell your name right.
The ethical consumer
Edited by Rob Harrison,Terry Newholm and Deirdre Shaw
Sage Publications
Price: £21.99; Pages: 259
