Ethical consumer in a globalized world: challenges for the individual's identity. A study on ethical consumers in Lund and Malmö.
This thesis discusses ethical consumption with a focus on individual’s identity, the notion of reflexivity and the importance of information in being an ethical consumer in a globalized world. The concepts of reflexivity, habitus, self- and social identities are reviewed. Using hermeneutic approach to analysis of in-depth semi-structured interviews of individuals who identify themselves as ethical