Can the socially responsible consumer be mainstream

Empirical evidence reveals that the general notion of an ‘ethical’ consumer is a myth. However, in specific contexts specific individuals will reveal their social preferences through their consumption choices. Yet this implies that it is niche contexts and niche individuals that lead to a niche of socially responsible consumers. This article discusses the possibility that this niche phenomenon can be expanded so that more social consciousness arises through consumption choice. We argue that to making the socially responsible consumer mainstream entails a logic not unlike that used to enhance the other intangible aspects of consumption.