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本文以消费者文化研究的角度,尝试借由台湾的第一个环保/消费者团体—主妇联盟生活消费者合作社的成功个案分析,具体化说明转型的消费者文化的雏形与可能性。自2008年至2009年开始,本文透过一连串活动参与、参与观察与重要人士的深入访谈研究,发觉该团体在行动策略上以家庭妇女作为社群主体,利用台湾社会之中妇女特殊地位以及关怀下一代的共同特质,成功掀起一场温和的台湾消费革命,该团体借由共同购买的合作模式,成立全台湾最大绿色消费购物合作社(日常生活、饮食用品消费场域),吸引将近30000个家庭加入,成功推动关怀关怀社会弱势、小农与抵抗环境污染等议题的消费者文化。特别是主妇联盟的妇女们透过家庭内的身教与言教,将这样的消费者文化扩展到家庭子女之上,使得这转型消费者文化得以不断在跨代中传递与实践,以此展现出伦理消费行为更为动态性的社会建构概念。而在这样的动态过程中,不同施为能力的绿色消费者,在其每日消费实践上都适度反映出公共价值。而这样的消费者文化同时也创造台湾具环保价值的有机、环保的消费生产文化模式,并让自私为基础的消费概念,逐步形成翻转。
From the perspective of consumer culture, this article attempts to illustrate the prototype and possibility of consumer culture through the case study of the successful consumer cooperatives in Taiwan, the first environmental protection / consumer group-housewife union. Starting from 2008 to 2009, through a series of activities, the present study participated in the in-depth interviews of observers and key individuals and found that the group took the family women as the mainstay of the community in its tactical operations and took advantage of the special status of women in Taiwan’s society and their care The commonality of the next generation has successfully brought about a mild consumption revolution in Taiwan. The group established the largest green consumer shopping cooperative in Taiwan through its co-purchase model (the daily consumption of food and consumer products) and attracted nearly 30,000 families To join and successfully promote the care and care of the social disadvantaged, small farmers and resistance to environmental pollution and other issues of consumer culture. In particular, women in the Alliance of Housewives have extended their consumer culture to family children through their own family education and precepts so that this transformed consumer culture can continue to be transmitted and practiced across generations, thus demonstrating ethics Consumer behavior is more dynamic concept of social construction. In such a dynamic process, different green consumers who exert their abilities properly reflect public values in their daily consumption practices. This kind of consumer culture also creates an organic and environmentally friendly mode of consumption and production culture with environmental protection values in Taiwan. It also gradually reverses the concept of selfish-based consumption.