“I Crossed My Own Line, But Here is What I do”: The Moral Transgressions of Sustainable Fashion Consumers and Their Use of Alternating Moral Practices as a Cognitive-Dissonance-Reducing Strategy

Journal of Business Ethics 196 (4):917-936 (2025)
  Copy   BIBTEX

Abstract

Drawing on the notion of ethical subjectivity (Foucault, in Fruchaud, Lorenzini (eds) Discourse and truth and parrēsia. The University of Chicago Press, 1983; Foucault, in Rabinow (ed) Essential works of Foucault 1954–84, The New Press, 1997), cognitive dissonance theory (Festinger, A theory of cognitive dissonance, Stanford University Press, 1957) and transgressive behaviours (Jenks, Transgression, Routledge, 2003), this research addresses the empirical question of how regular consumers of sustainable fashion overcome cognitive dissonance when they transgress their own code of conduct in sustainable fashion consumptionscapes. We utilize a top-down thematic analysis (Braun and Clarke, Qual Res Psychol 3:77–101, 2006) of 20 semi-structured existential-phenomenological interviews (Cherrier, in Harrison, Newholm, Shaw (eds) The ethical consumer, SAGE Publications, 2005) and depict a novel, behavioural-level, practice-based cognitive-dissonance-reducing strategy that we term the strategy of _alternating moral practices_. We demonstrate this dissonance-reducing strategy to be more than just a withdrawal from the value systems attributed to sustainable fashion consumption, either temporary or permanent. Rather, regular consumers of sustainable fashion demonstrate hands-on efforts to find ways of doing that manifest an alternative ethical behaviour. This strategic action is, in turn, held to be enhancing the ethical subjectivities of the consumers. Theoretical discussions of the relationship between these expanded ethical subjectivities and their host consumptionscapes are provided. Using this new approach to understanding transgressive behaviours in the market for sustainable fashion, a range of directions for future research are suggested.

Other Versions

No versions found

Links

PhilArchive



    Upload a copy of this work     Papers currently archived: 103,343

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Analytics

Added to PP
2024-12-01

Downloads
9 (#1,560,696)

6 months
9 (#328,796)

Historical graph of downloads
How can I increase my downloads?