Buying In to Social Change: How Private Consumption Choices Engender Concern for the Collective

Drawing on depth interviews with eight socially conscious consumers, this study explores the way socially conscious consumer orientations can help to foster the kinds of prosocial orientations, such as a concern for others, that facilitate civic and political engagement. The data suggest that these consumers reap several private benefits from their socially conscious choices (authenticity, social embeddedness, empowerment, and self-actualization) while also helping to secure broader public virtues, such as a clean environment or workers' rights. In so doing, they face certain costs (such as inconvenience and limited choice), but these sacrifices are reframed as pleasurable. This perspective challenges conventional, republican views of citizenship that see individuals as selfless and sacrificing for the sake of a common, greater good. Instead, these socially conscious consumers embody an alternative kind of citizenship in which the acquisition of private, self-serving benefits is inextricably linked to the pursuit of broader, collective virtues.