Unmanageable multiplicity: consumer transformation towards moral self coherence

Purpose - This study aims to explore: consumer experiences of intense moral dilemma arising from identity multiplicity conflict, expressed in the marketplace, which demand stark moral choices and consumer response to intensely felt moral tension where their sense of coherent moral self is at stake. Design/methodology/approach - The authors gathered ethnographic data from amongst ethical consumers, and theorised the data through theory of life projects and life themes to explain how multiplicity can become an unmanageable problem in the midst of moral dilemma. Findings - The authors reveal that in contrast to notions of liberating or manageable multiplicity conflict, some consumers experience intense moral anxiety that is unmanageable. The authors find that this unmanageable moral tension can provoke consumers to transform self and consumption choices to construct a coherent moral self. The authors identify this transformation as the meta life project. Research limitations/implications - This work contributes to knowledge of multiplicity, consumer life themes and life projects, moral dilemma and ethical consumption by showing that some experiences of moral anxiety arising from multiplicity conflict are unmanageable, and these consumers seek moral self re-unification through the meta life project. Practical implications - This study provides practical guidance to companies, marketers, public organisations and activist groups seeking to understand and harness consumers' moral codes to promote ethical consumption practices. Originality/value - The authors extend current theory of multiplicity into the moral domain to illustrate limitations of framing consumer experiences of multiplicity conflict as being either liberating or manageable when consumers' sense of moral self is at stake. This article is of interest to academic, marketing practitioner and public policy audiences.