Individual Motives and Collective Experiences of Ethical Consumption. the Case of Ethical Purchasing Groups in Italy

Different types of ethical collective communities (e.g., Community-Supported Agriculture, New Consumption Communities) have recently arisen, especially in the food sector. This study aims to develop insight into the rise of Ethical Purchasing Groups, in Italy. Specifically, this study explores the motives that drive consumers to engage in collective experiences of ethical consumption, such as Ethical Purchasing Groups. A qualitative interpretive approach is adopted. Forty-three members of nine Ethical Purchasing Groups from two regions in Italy are interviewed. Results show that consumers join Ethical Purchasing Groups to meet ethical instances, support local, small suppliers, and develop social interactions with people having similar values, concerns, and ideologies.