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

这个博士研究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。远离传统上优先讨论的全球北方，研究将“跟随”一个特定的商品-社会责任的南非葡萄酒-以了解如何利用以社会责任和劳动法规为重点的道德动员举措来吸引国内（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关于道德消费和责任的辩论提供了机会，迄今为止，这些辩论在很大程度上是由全球北方的人定义和塑造的。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使用什么样的代表和价值观来动员和调解南非和肯尼亚的南非葡萄酒的道德消费。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，并在此背景下定义和表达道德的概念。第三，它试图了解如何从全球南部和内部概念化和促进道德消费。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，使用多地点，多方法的方法来捕捉和参与国内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.