Whilst the moral 'problem' could be considered to be increasing the chances of everyone to start life with an equal chance of achieving happiness (Rorty 1999), in a consumer culture in which ethical consumption is both a part and a consequence (Newholm and Shaw 2007), the potential for unhappiness is rife. Whilst consumers may be morally culpable for their actions (Schwartz 2010), they are faced with their consequences without the benefit of the guidance of 'grand narratives' (Cherrier 2007; Bauman 1993). Further, this may be characterised by uncertainty (Hassan et al. 2013), rationalisation, dependency and realism (Eckhardt, Belk and Devinney 2010), or recognition of the role of ethical consumption in relieving guilt from the middle classes and as a source of profit (Littler 2011). Others have suggested the ethical consumer is a 'myth' (Devinney, Auger and Eckhardt 2010), as consumer decision-making is entirely context-specific and based on complex individual trade-offs. Consequently ethical consumption is often framed in terms of its numerous failures (Littler 2011). Unhappy times indeed.
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