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Ambiguous framings of political consumerism: means or end, product or process orientation?

  • Mikael Klintman
Publishing year: 2006
Language: English
Pages: 427-438
Publication/Series: International Journal of Consumer Studies
Volume: 30
Issue: 5
Document type: Journal article
Publisher: Wiley-Blackwell

Abstract english

For dealing with various societal problems, 'political'/'ethical'/'responsible' consumerism is often discussed as an effective democratic and participatory tool. However, political consumerism – along with its tools, such as product labelling – is often conceived and discussed in oversimplified ways. Instead, the tension between scientific complexity, knowledge uncertainty and a codified, standardized label involves extensive political strategy, interest conflicts and simplified framings of the consumers' roles as political decision makers. The purpose of this paper is to analyse how criteria for organic food labelling have been simplified, or framed, within various versions of political consumerism in policy debates. The more general purpose is to examine variations of what consumerism may entail theoretically and practically. Examples are chosen of organic food labelling in the US. The analysis is based on framing theory. The first distinction is made between framings surrounding the extrinsic and intrinsic values of consumerism (i.e. consumer empowerment towards an external goal, or as an overriding principle of democracy). The second distinction is between product- and process-oriented consumerism (i.e. consumer empowerment with regard to the purchased goods or concerning the 'invisible' production and disposal processes). These distinctions may facilitate critical examinations of criteria, processes and communication of consumer-related policies.


  • Sociology (excluding Social Work, Social Psychology and Social Anthropology)
  • standardisation
  • uncertainty
  • Framing
  • GMO


  • ISSN: 1470-6431
Mikael Klintman
E-mail: mikael [dot] klintman [at] soc [dot] lu [dot] se



+46 70 284 55 48

+46 70 284 55 48


Sociologiska institutionen, Paradisgatan 5, Hus G, Lund


Sociologist with a broad, human scientific interest in social, economic and evolutionary dimensions of environmental and health related problems.

Department of Sociology
Lund University
Visiting address: Sandgatan 11, House G, Lund
Postal address: Box 114 , SE-221 00 LUND, SWEDEN
Telephone: Student Office +46 46-222 88 44, Lund University Switchboard +46 46-222 00 00

Faculty of Social Sciences