Les vicissituds del consum ecològic: fragmentació, risc i nous valors

In this paper a theoretical analysis of emerging trends in consumption is proposed, paying
special attention to ecological consumption as one of its concretions. Inscribed within thepost-Fordist context, some of these new trends are linked to the thesis of the new consumer
model. Within this framework, we analyze the main characteristics of green consumers in
regard to their principles of consumption and to the social uses to which they put organic
products. We then address three specific areas of consumption in which the new trends and
values of consumption in general and of ecological consumption in particular tend to develop
significantly. Firstly, the values and logic of consumption that come into play in the
field of food are reviewed; secondly, consumptions significant development as a space for
citizens and for political participation is considered; and thirdly, consumption is analyzed
as a form of risk management in the context of alleged insecurity. Finally, conclusions are
presented on the limits of the discourse of ecological consumption and of some of its dominant
trends as a factor of change and social transformation on the basis of how it is
developing in our societies.