This book engages with the topic of ethical consumption and applies a critical-realist approach to explore the process of
becoming and being an ethical consumer. By integrating Margaret Archer's theory of identity formation and Christian Coff's
work on food ethics, it develops a theoretical account explicating the generative mechanism that gives rise to ethical consumer
practices and identities. The second part of the book presents the findings from a qualitative study with self-perceived ethical
food consumers to demonstrate the fit between the proposed theoretical mechanism and the actual experiences of ethically committed
consumers. Through integrating agency-focused and socio-centric perspectives on consumer behaviour, the book develops a more
comprehensive and balanced approach to conceptualising and studying consumption processes and phenomena.