Introduction

The twenty-first century has witnessed a profound reorientation of consumer culture. Consumption is no longer defined solely by price, utility, or brand recognition. It has become a site of moral expression, social identity, and political engagement. The rise of the ethical consumer is one of the clearest indicators of this transformation. Purchasing decisions are increasingly shaped by concerns about sustainability, fairness, and corporate accountability. Consumers ask how products are made, whether labor is exploited, how environmental harms are distributed, and what consequences present choices impose on future generations. These questions are not merely private reflections. They articulate shared anxieties and aspirations that cut across markets, institutions, and societies.