A Sociological Study Of The Impact Of Ethical Consumerism Indicators On The Quality Of Social Relations Among Ardabil Citizens

Subject Areas : Social issues of Iran

رضا قاسمیان‌قوجه‌بگلو ¹ , صمد عابدینی ^{2 *} , ربابه پورجبلی ³

1 -
2 -
3 -

Accepted : 2025-09-08 Published : 2025-09-09

Keywords:

Abstract :

Humans are inevitably reliant on the consumption of goods and services for the continuity of life. This consumption can manifest as ethical consumerism, whereby the production, processing, and provision of goods and services occur with minimal harm to humans, animals, and the environment. The present study aims to identify and analyze the sociological indicators of ethical consumption among the citizens of Ardabil. Drawing on the theories of “conspicuous consumption” (Veblen) and “mass consumption” (Adorno & Horkheimer), data were collected using grounded theory methodology and semi-structured interviews. The statistical population comprised Ardabil citizens, and purposive sampling was conducted across three social deciles (as classified by the Iranian government). Data collection continued until theoretical saturation was achieved, resulting in a total of 90 interviews. Findings indicate that ethical consumerism can be conceptualized through two main categories: “responsible consumption” and “irresponsible consumption.” Additionally, four clusters of factors—individual (responsible and irresponsible consumption), socio-cultural (education, literacy, and social structures), psychological-motivational (imitation, need, and shopping pleasure), and economic (capital management)—were identified as the primary determinants influencing patterns of ethical consumerism.