Homo Economicus and Consumer Activist Subjectivity: Anti-Capitalist Activism through Alternative Trade

Consumer activism as a means to advance an anti-capitalist agenda is filled with contradictions and contingencies. Most research to date examines the structures and representations involved with various consumer activist efforts, particularly those related to alternative trade such as the fair trade movement. This study problematises the subjectivity of the consumer activist who engages in alternative trade. Research on neoliberal subjectivity, and specifically the Foucauldian subjectivity of homo economicus, are drawn upon in addition to the work of Ulrich Beck and others addressing risks and uncertainty in late modernity. Findings from open-ended questionnaire responses are analysed for emergent themes. The analyses indicate consumer activists are influenced in part by a homo economicus subjectivity rather than a collectively oriented subjectivity. Findings also suggest consumer activists, operating as homo economicus, act self-reflexively to environmental risks stemming from late modernity and, in the process, commodify social relationships in an effort to manage various risks. Theoretical implications arising from the recognition that the anti-capitalist activism of consumer activists are being advanced by individuals motivated in part by a homo economicus subjectivity are discussed and suggestions for future research provided.