Artisan food consumption and the moral identity projects of ethically ambivalent consumers

Purpose – This study investigates ethically ambivalent consumers (EACs) – consumers who experience conflicting orientations towards ethical consumption due to structural marketplace contradictions, a substantial yet neglected segment. Drawing from the sociological ambivalence theory, it examines how EACs construct moral identity projects (MIPs) through artisan food consumption, challenging the ethical/mainstream consumer dichotomy that dominates current literature. Design/methodology/approach – A qualitative study was conducted in the Irish artisan food sector. Screening surveys and 19 in-depth interviews with EACs were analysed using the Gioia method to develop a theoretical framework. Findings – Three interconnected processes reveal how EACs construct MIPs: artisan producers enable identity development through values of care, responsibility, preservation and fairness; EACs express identity through health consumption, sociality, expertise sharing and waste reduction; while navigating tensions including marketplace accessibility, contradictory consumption, conspicuous signalling and consumer scepticism. Research limitations/implications – This study broadens moral identity research beyond sustainability-focused frameworks and questions the ethical/mainstream consumer divide. Applying the sociological ambivalence theory to identity work, it shows how structural contradictions shape moral consumption and offers strategies for food marketers to engage EACs through broader moral appeals. Originality/value – This research introduces the first empirical framework explaining how EACs construct MIPs, showing moral consumption operates through wider values than recognised in traditional discourse. Applying sociological ambivalence theory provides fresh insights into the structural nature of consumer moral contradictions.