Hedonism: A Phenomenological Study of Pleasure and Pain in Everyday Ethical Consumption

This research reveals hedonism as interplay between both pleasure and pain, a neglected consideration within every day, and ethical consumption. This gap is addressed by exploring how, when and why ethical consumers experience hedonism during a new consumption project journey. This research explores how consumers experience hedonism as the outcome of a relationship between experiences of both pleasure and pain within the context of every day, and ethical consumption. Sensorial and psychological pain experiences arise over time from the difficulties and challenges faced during individual efforts to ultimately realize greater pleasure and achievement of a transformative ethical consumption goal. The phenomenon of hedonism as an interplay between experienced pleasure and pain is illuminated through depth interviews, journals and observations; revealing how, when and why ethical consumers experience hedonism during a personal journey of preparing for, embedding, and reflecting upon a new ethical consumption project.