Ethical consumption can take different forms, each with its own justifications and underlying rationales. While countries in north-western Europe have well-established mechanisms for promoting ethically labelled products, the situation is different in many other regions across the world. This paper examines ethical consumption in Sweden and Iran to identify the societal factors that influence the phenomenon. Employing social practice theory and a multilevel perspective, the empirical study explores the assumption that ethical consumption develops in an interplay between different levels and between different social actors, which can both challenge and rely on existing capacities. Data was generated from 34 semi-structured interviews with citizens in both countries. Expanding beyond micro-level factors, this study makes a dual contribution to the field of ethical consumption. First, it offers insights into the diverse ethical perceptions related to consumption across societies, broadening the understanding of various aspects of the phenomenon. Secondly, it sheds light on the role of societal regimes in the emergence and adoption of ethical consumption.
This work has received funding from the European Union's Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie; grant agreement No 101022789.