Additional information:Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. by the discursive construction of a growing South African 'middle class' is also acknowledged as part of the process of encouraging ethical consumption on the part of these actors. In conclusion, it is suggested that understanding ethical consumption in South Africa, as elsewhere, requires sensitivity to both transnational networks of globalizing responsibility and localized expressions of ethical consumption.