The ideology of the ethical consumption gap

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.