Travelling ethics of consumption in the global South: the case of South African wine in domestic and Kenyan markets

这位博士研究了道德消费和责任的话语是如何在全球南方的背景下动员和实践的。从全球北方传统上优先考虑的辩论中走出来，研究将“跟踪”一种特定的商品——对社会负责的南非葡萄酒——以了解如何利用以社会责任和劳工法规为重点的道德动员倡议来吸引国内（南非）和国际（肯尼亚）的中产阶级消费者。缺乏针对南方消费者的政治机构的研究令人担忧；因此，这项研究为全球南方积极参与道德消费和责任的辩论提供了一个机会，迄今为止，道德消费和责任在很大程度上是由全球北方定义和塑造的。这项研究有三个主要目标。最初，它试图了解葡萄酒生产商和中介机构在南非和肯尼亚动员和调解南非葡萄酒的道德消费时使用的代表和价值观。其次，它将评估南非和肯尼亚的消费者如何看待道德标签的葡萄酒，此外，在这种情况下定义和表达道德的概念。第三，它试图理解如何从全球南方和内部将道德消费概念化和促进。这第三个要素对于目前正在建立南南道德贸易联系的中介机构（例如FLSA）可能具有战略重要性。研究将主要是定性的，采用多地点、多方法的方法，捕捉和接触国家内部和国家之间的多种背景和利益攸关方。

This PhD investigates how the discourse of ethical consumption and responsibility is mobilised and practiced within the context of the global South. Moving away from traditionally prioritised debates in the global North, research will 'follow' a particular commodity - socially-responsible South African wine - to understand how ethical mobilisation initiatives focused on social responsibility and labour codes are used to engage middleclass consumers both domestically (South Africa) and internationally (Kenya). The absence of research addressing the political agency of the Southern consumer is concerning; thus, this research presents an opportunity for the global South to actively engage in debates on ethical consumption and responsibility which, to date, has been largely defined and shaped by those in the global North. This research has three main objectives. Initially, it seeks to understand what representations and values are used by wine producers and intermediaries to mobilise and mediate the ethical consumption of South African wine in South Africa and Kenya. Secondly, it will evaluate how consumers in South Africa and Kenya perceive ethically-labelled wines and, moreover, define and express the notion of ethics within this context. Thirdly, it seeks to understand how ethical consumption can be conceptualised and promoted both from and within the global South. This third element may be of strategic important to intermediaries currently building South-South ethical trade links (e.g. FLSA). Research will be primarily qualitative, using a multisite, multi-method approach to capture and engage with multiple contexts and stakeholders within and between countries.