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Globalizing Responsibility: The Political Rationalities of Ethical Consumption presents an innovative reinterpretation of the forces that have shaped the remarkable growth of ethical consumption. It develops a theoretically informed new approach to shape our understanding of the pragmatic nature of ethical action in consumption processes. It provides empirical research on everyday consumers, social networks, and campaigns. It fills a gap in research on the topic with its distinctive focus on fair trade consumption. It locates ethical consumption within a range of social theoretical debates - on neoliberalism, governmentality, and globalisation. It challenges the moralism of much of the analysis of ethical consumption, which sees it as a retreat from proper citizenly politics and an expression of individualised consumerism.