Ethical consumption: why should we understand it as a social practice within a multilevel framework?

This article discusses the importance of a multilevel and intertwined understanding of ethical consumption given its conjunction with other social practices. Although the literature on ethical consumption is vast, the role of sociotechnical regimes including technological and cultural elements, infrastructure, market and regulation has been mainly overlooked in this literature. This may be so because ethical consumption practices that refer to other-oriented consumption practices are mainly considered in the view of the motivations and preferences of individual consumers. Due to the insufficiency of individualistic approaches in explaining stimulators and inhibitors of ethical consumption, there might be “various constraints” and “competing demands” in society which limit the formation of "ethical consumption". Therefore, to avoid an oversimplified view of ethical consumption, this paper contributes with a theoretical discussion on combining social practice theory (SPT) with a multi-level perspective (MLP). Although the SPT is a very well-structured framework in consumption studies, the necessity of a combined approach concerns the often-insufficient attention paid to structural prerequisites of various consumption forms in social practice theories. By understanding ethical consumption practices according to a multi-level framework, the paper emphasizes the importance of structural factors at macro- and mesolevels. It also contributes attention to how ethical consumption grows due to dialectical processes between levels, showing that niche practices can simultaneously challenge and rely on existing regimes.