The ideology of the ethical consumption gap
本文批判性地分析了伦理消费态度与行为之间的差距，指出这一学术关注无意中强化了消费者主权和责任的错误观念，并呼吁将研究转向支撑这一差距的资本主义结构。
The growth of contemporary capitalism is producing a broad sweep of environmental and social ills, such as environmental degradation, exploitative labor conditions, social and economic inequity, and mental and physical illness. A growing awareness of these significant consequences by an “ethical” consumer segment has catalyzed a field of research dedicated to investigating ethical consumerism. Of particular academic and practitioner focus is the general failure of this ethical consumer segment to “walk their talk”—the ethical consumption attitude–behavior ‘gap’. In this article, we draw on Althusser and Žižek to critically analyze the ideological functioning of the ethical consumption gap. We argue that this focus inadvertently promotes erroneous notions of consumer sovereignty and responsibilization. We conclude with a call to reimagine the gap as a construct that paradoxically preserves—rather than undermines—dominant and destructive consumerist capitalism. We redirect research toward the underlying capitalist structures that predicate and benefit from the gap.