Current ethical, social and environmental concerns are reviving the topic of meaning in consumption practices. In order to improve our understanding of responsible consumers, this article studies the meaning of responsible consumption using the method of narratives and a structural analysis. The results show a set of common features among narrators: escaping ill-being, searching for the authentic self, avoiding isolation and controlling one's own life. Three meanings of responsible consumption have also been observed: liberation act, political act and moral conformity act.
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