Unravelling ambivalence: A field-theoretical approach to moralised markets

Abstract

Moralised markets are often referred to as ethical consumption markets. They are supposed to relieve a source of major distress in capitalist societies: the conflict between morality and economy. But under what conditions do these markets grow, and when do they stagnate? Deviating from the dominant focus on external constraints, this article emphasises the intrinsic ambivalence of moralised markets. Being caught between moral and economic exigencies becomes an obstacle for market growth. The article addresses 'unravelling ambivalence' on two levels. First, a field-theoretical framework is used to unravel the concept of ambivalence. Inspired by Pierre Bourdieu, the article proposes introducing ambivalence as an analytical category in economic sociology. Second, a historic study based on correspondence analysis depicts the development of the German organic milk market. What distinguishes growth from stagnation is the degree of ambivalence within this market. Only if opposition is mitigated and ambivalence unravels into a more pluralistic field structure does the transition from niche to mass market become viable.

Can digital platforms support moralized markets? An analysis of affordances that matter to moralization

“…While REKO markets are based on explicit moral principles, markets with less explicit moral principles are also often populated with participants increasingly expressing their moral values in ways similar to those observed in our context (e.g. Bardhi and Eckhardt, 2012;Dolbec and Fischer, 2015;Giesler and Versiu, 2014;Gollnhofer et al, 2019;Thompson and Coskuner-Balli, 2007. This understanding helps draw connections between studies of explicitly moralized markets (Balsiger, 2021;Suckert, 2018) and studies that, albeit indirectly, have documented a moralsupporting role of social media affordances when it comes to, for example, equality within fashion (Scaraboto and Fischer, 2013) or encouraging sustainability within the contexts of food consumption (Gollnhofer et al, 2019) or car sharing (Bardhi and Eckhardt, 2012).…”

“…In particular, attention is being directed toward markets founded on explicit sets of moral codes, and the term ‘moralized market’ is sometimes reserved for those markets in which some moral values have been specifically articulated (e.g. Balsiger, 2021; Suckert, 2018).…”

“…A common concern in studies of moralized markets is how they may introduce or preserve explicit moral principles in the face of forces such as price competition and regulations that might otherwise undermine them (Balsiger, 2021; Izberk-Bilgin, 2012; Suckert, 2018; Thompson and Coskuner-Balli, 2007).…”

Capitalizing on Capitalism: How Impact Investing in Geneva Emerged among the Traditional Financial Field

“…The second point we want to make concerns the structuration and dynamics of the impact investment field that emerges through such an internal process. The moral markets literature has shown how moral status plays an important role in the structuration of such markets (Balsiger 2021;Suckert 2018). Conventional firms cannot just enter challengers-driven moral markets without risking criticism and targeting by social movement actors.…”

A Tamed Transformation. Debating Digitalisation in Research and Higher Education Policy in Switzerland, 1998–2020

“…Different fields have described ambiguity as a discursive strategy, including the construction of emerging markets (Suckert 2018), religion (Bauer 2011), politics (Leitch and Davenport 2007;Vedres 2022) and professions (Dorschel and Brandt 2021).…”