Artisan food consumption and the moral identity projects of ethically ambivalent consumers

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dc.contributor.authorBadran, Amer Majdi
dc.contributor.authorAlton, Dave
dc.contributor.authorTanner, Sean
dc.contributor.authorMcGrath, Helen
dc.date.accessioned2026-05-11T14:50:01Z
dc.date.available2026-05-11T14:50:01Z
dc.date.issued2025-11-20
dc.description.abstractPurpose – This study investigates ethically ambivalent consumers (EACs) – consumers who experience conflicting orientations towards ethical consumption due to structural marketplace contradictions, a substantial yet neglected segment. Drawing from the sociological ambivalence theory, it examines how EACs construct moral identity projects (MIPs) through artisan food consumption, challenging the ethical/mainstream consumer dichotomy that dominates current literature. Design/methodology/approach – A qualitative study was conducted in the Irish artisan food sector. Screening surveys and 19 in-depth interviews with EACs were analysed using the Gioia method to develop a theoretical framework. Findings – Three interconnected processes reveal how EACs construct MIPs: artisan producers enable identity development through values of care, responsibility, preservation and fairness; EACs express identity through health consumption, sociality, expertise sharing and waste reduction; while navigating tensions including marketplace accessibility, contradictory consumption, conspicuous signalling and consumer scepticism. Research limitations/implications – This study broadens moral identity research beyond sustainability-focused frameworks and questions the ethical/mainstream consumer divide. Applying the sociological ambivalence theory to identity work, it shows how structural contradictions shape moral consumption and offers strategies for food marketers to engage EACs through broader moral appeals. Originality/value – This research introduces the first empirical framework explaining how EACs construct MIPs, showing moral consumption operates through wider values than recognised in traditional discourse. Applying sociological ambivalence theory provides fresh insights into the structural nature of consumer moral contradictions.en
dc.description.versionPublished Version
dc.format.extent16
dc.format.mimetypeapplication/pdfen
dc.identifier.authororcidBadran, Amer Majdi
dc.identifier.authororcidAlton, Dave§0000-0002-5414-411X
dc.identifier.authororcidTanner, Sean§0000-0003-4191-1065
dc.identifier.authororcidMcGrath, Helen§0000-0003-3613-1638
dc.identifier.citationBadran, A M, Alton, D, Tanner, S & McGrath, H 2025, 'Artisan food consumption and the moral identity projects of ethically ambivalent consumers', British Food Journal, vol. 127, no. 13, pp. 914-929. https://doi.org/10.1108/BFJ-05-2025-0682
dc.identifier.doi10.1108/BFJ-05-2025-0682
dc.identifier.endpage929
dc.identifier.issn0007-070X
dc.identifier.issued13
dc.identifier.journaltitleBritish Food Journal
dc.identifier.otherORCID: /0000-0003-3613-1638/work/214352309
dc.identifier.otherORCID: /0000-0002-5414-411X/work/214352786
dc.identifier.otherORCID: /0000-0003-4191-1065/work/214353742
dc.identifier.startpage914
dc.identifier.urihttps://hdl.handle.net/10468/18742
dc.identifier.volume127
dc.language.isoen
dc.publisherEmerald Publishing
dc.relation.urihttps://www.scopus.com/pages/publications/105024462545
dc.rights© 2025, Amer Majdi Badran, Dave Alton, Sean Tanner and Helen McGrath. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licence.
dc.rights.accessrightsopen access
dc.rights.licensenameAttribution 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.statusPeer reviewed
dc.subjectAmbivalence
dc.subjectArtisan food
dc.subjectConsumer culture theory
dc.subjectConsumer identity
dc.subjectEthical consumption
dc.subjectMoral identity
dc.subject[Business]
dc.subject[CUBS]
dc.titleArtisan food consumption and the moral identity projects of ethically ambivalent consumersen
dc.typeArticle (peer-reviewed)
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