This paper examines the plurality of ethical consumption and aims to illustrate how consumers cope with its complexity in the context of everyday food consumption. This study seeks to outline the tensions that consumers inevitably face when pursuing ethical choices and to shed light on the various ways in which they solve these tensions in the rhythms of everyday life.The research applies Boltanski and Thévenot's theory of orders of worth as an interpretive framework. The research data has been collected from Finnish online discussion forums in which consumers debate various aspects of ethical food consumption. The analysis indicates that the participants in the discussions recognize various understandings of ethical consumption which may be accompanied by insecurities about the "right" ones. However, the research suggests that consumers are able to solve fundamental tensions in ethical food consumption by carrying out different types of practices.

In contrast to earlier studies focusing on spectacular retail store environments, this study concentrates on examining ordinary retail stores and everyday retail experiences. The article explores how different sorts of retail environments influence consumers' experience and behaviour. The research uses a comparative case study and employs the theoretical framework of geosemiotics. Investigating three different stores from the perspective of architectural style reveals that cultural meanings are firmly attached to interior style design, and these can be traced in customers' retail experiences. Our findings suggest, firstly, that stores' focusing solely on functional aspects such as the efficient use of space, standardization and self‐service rather than also considering aesthetic issues leads to rather neutral and uninteresting retail experiences. Secondly, they show that the retail store environment affects the social relationships that consumers establish in commercial locations. Thirdly, the study indicates that customers' overall retail experience is linked to their perceptions of the store's social and environmental responsibility and moral values. On the whole, this research advances our theoretical understanding of everyday consumption experiences. Copyright © 2014 John Wiley & Sons, Ltd.

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