Young people as ethical consumers: Emotional tensions, identity work and household involvement

This study examines how ethical consumption among young people is shaped by emotions and identity work, and how these processes influence their involvement in household purchasing. Drawing on survey data from 1088 participants aged 12–17 in Spain, we analyze links between ethical sensitivity, consumption-related emotions, and symbolic identity expression. Findings show that ethical consumption is positively associated with discomforting emotions such as guilt and shame, and negatively with interest, highlighting tensions between reflective consumption and product appeal. Identity expression was also tied to ethical orientation and predicted young people’s participation in family purchases across five product categories. Overall, the study highlights young people as active consumer agents whose ethical orientations inform household purchasing decisions and contribute to the negotiation of consumption within family life.