Limits to consumer sovereignty: A critical analysis of ideological discourses about consumption, downshifting, and well-being

Most recent research on consumption has abandoned the critical approaches prevalent in earlier decades, instead focusing on understanding consumers as free agents. This paper argues for a theoretical position between these two... [ view full abstract ]

Most recent research on consumption has abandoned the critical approaches prevalent in earlier decades, instead focusing on understanding consumers as free agents. This paper argues for a theoretical position between these two extremes, analysing discourses about consumption, downshifting, and well-being that point to limits to the sovereignty of the consumer. The empirical study consists of a critical discourse analysis of naturally occurring data. The findings point to two conflicting discourses about the consumption behaviour of downshifters, one discourse constructing it in terms of increasing the individual’s well-being while the other opposes downshifting as a disservice to the collective good. The paper uses Jean Baudrillard’s analysis of needs as socially constructed as well as the concept of ideology as used by Critical Theory to analyse this discursive conflict as indicative of consumer sovereignty being an ideology in place to support the structures of capitalist society. The paper contributes to the literature by showing that consumers, although having agency within the market, cannot freely limit their participation in the market.