Social movements use a variety of tactical approaches to change markets. Through a case study of ethical fashion in Switzerland, this paper looks at how the interplay between different tactical approaches pursued by movement actors shapes the growth of the ethical clothing market. Most studies...

One challenge facing research on categories is to explain their content and the extent to which they gain meaning from cultural material that originates from moral arenas. This article suggests that categories are an outcome of strategic framing activities by which market members draw on...