choices reflect personal attitudes and purchases are informed by ethical or political assessment of business and government practice. In such forms as boycotts, when consumers refuse to buy, or buycotts, where consumers shift their purchases, the ostensibly apolitical marketplace is a site of contestation at the intersection of globalization and individualization. This book opens readers' eyes to a new way of viewing everyday consumer choices and the role of the market in our lives, illuminating the broader theoretical and historical context of concerns about sweatshops, responsible coffee, and ethical and free trade.

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