caa a22 4500 445886978 CHVBK 20180317145602.0 cr unu---uuuuu 170323e20110301xx s 000 0 eng 10.1007/s11133-010-9188-3 doi (NATIONALLICENCE)springer-10.1007/s11133-010-9188-3 Brown Keith Sociology Department, St. Joseph's University, 5600 City Ave., 19131-1395, Philadelphia, PA, USA aut Interaction Ritual Chains and the Mobilization of Conscientious Consumers [Elektronische Daten] [Keith Brown] Markets for "socially responsible” products are comprised of activists who lead protests, organize boycotts, and promote the consumption of these goods. However, the ultimate success of these movements is dependent upon the support of a large number of consumers whose self-professed values often contradict with their own purchasing patterns. Consumer support of socially responsible products cannot be explained by consumer culture theories, which privilege identity, attitudes, and behavior, or mass consumption theories, which emphasize location and advertising's influence on consumption patterns. These perspectives are informative but unable to explain why some consumers will only buy socially responsible products while others with similar value systems possess much more contradictory consumption patterns. I extend Collin's theory of "Interaction Ritual chains” to show that rituals and emotions—more than identity or coercive advertising—explain how ethical consumers are mobilized. I show how face-to-face interactions between consumers and producers produce solidarity and motivate support for the Fair Trade movement. This paper employs a micro-sociological approach to contribute to studies of ethical consumption in three notable ways: 1) it emphasizes the importance of "contexts” and is able to explain contradictions in consumer behavior; 2), it contributes to our understanding of "brand communities” by describing the micro-sociological processes that both help to build these communities and create value within the products that organize these groups; and 3) it offers the potential to develop a predictive model for the purchasing patterns of consumers. Springer Science+Business Media, LLC, 2010 Brand communities nationallicence Consumer culture nationallicence Fair trade nationallicence Rituals and values nationallicence Qualitative Sociology Springer US; http://www.springer-ny.com 34/1(2011-03-01), 121-141 0162-0436 34:1<121 2011 34 11133 https://doi.org/10.1007/s11133-010-9188-3 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/s11133-010-9188-3 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Brown Keith Sociology Department, St. Joseph's University, 5600 City Ave., 19131-1395, Philadelphia, PA, USA aut NATIONALLICENCE 773 0- Qualitative Sociology Springer US; http://www.springer-ny.com 34/1(2011-03-01), 121-141 0162-0436 34:1<121 2011 34 11133 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer