Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/144154
Title: CONTRADICTORY SPACES OF ETHICAL CONSUMPTION: CITIZEN-CONSUMERS IN SINGAPORE’S COSMETICS MARKET
Authors: Chai Ning
Keywords: Ethical consumption, citizen-consumer, consumption as practice, geographical imaginaries, contradictory spaces, cosmetics market
Issue Date: 2018
Citation: Chai Ning (2018). CONTRADICTORY SPACES OF ETHICAL CONSUMPTION: CITIZEN-CONSUMERS IN SINGAPORE’S COSMETICS MARKET. ScholarBank@NUS Repository.
Abstract: Ethical consumption has increasingly been depicted and used as ways for urbanites to lessen their impact through responsible product choices. The citizen-consumer has emerged as a key figure in this form of consumer activism in today’s market economy. By exercising his or her dollar, the citizen-consumer has been portrayed to both satisfy his or her role as a consumer (driven by self-interest) and a citizen (led by collective responsibility). How does this hybrid figure play out in the practice of ethical consumption? Is citizen-consumption a viable way to effect social change? This study uses the ethical cosmetics market in Singapore as a case study to explore the topic of ethical consumption and its role in ecological citizenship. The study combines two methods used in the literature on ethical consumption to better understand how ethical consumption is practised in daily life. A discourse analysis was conducted to reveal strategies used by ethical cosmetic brands in Singapore to brand themselves for the (citizen-)consumer. This was compared with interview responses from 15 participants to analyse how consumers in Singapore understood or reinterpreted these branding materials and how consumers negotiate brand narratives in the context of their wider environment. In doing so, a contradictory space emerges from the discussion, where ethical consumption as practice is a complex, constantly negotiated process for the individual. The “citizen” and the “consumer” exist in a dialectic that is an individualised process.
URI: http://scholarbank.nus.edu.sg/handle/10635/144154
Appears in Collections:Bachelor's Theses

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