Many people argue that we should practice conscientious consumption. Faced with goods from gravely flawed production processes, such as wood from clear-cut rainforests or electronics containing conflict minerals, they argue that we should enact personal policies to routinely shun tainted goods and select pure(r) goods. However, consumers typically should be relatively uncertain about which flaws in global supply chains are grave and the connection of purchases to those grave flaws. The threat of significant uncertainty makes conscientious consumption appear to be no better, or even worse, than an overlooked option. This overlooked option is consumption with relinquishment: disregarding each product’s possible connections with upstream grave flaws and using the time, money, and energy saved in this way to address grave flaws directly.

We consider a case where consumers are faced with a choice between sweatshop-produced clothing and identical clothing produced in high-income countries. We argue that it is morally better for consumers to purchase clothing produced in sweatshops and then to compensate sweatshop workers for the difference between their actual wage and a fair wage than it is for them either to purchase the sweatshop clothing without this compensatory transfer or to purchase clothing produced in high-income countries.

Ethical research on consumption has focused mainly on the obligations, principles and values guiding consumers' actions and reasons for action. In doing so, it has concerned itself mostly with such bounded contexts as voluntary simplifiers, anti-consumption movements or so-called ‘ethical consumers,’ thereby fostering an artificial opposition between ethical and non-ethical consumption. This paper proposes virtue ethics as a more apt conceptual framework for the ethical analysis of consumption because it takes into account the developmental dynamic triggered by engagement in consumption practices. We build on MacIntyre's goods-virtues-practices-institutions framework and Beabout's concept of a domain-relative practice and argue that when engaging in consumption activities, agents may pursue goods internal to practices, further their individual life narratives and contribute to the good of their communities, thus developing virtues that perfect themselves both as consumers and as ethical agents.