I just hope it really is organic

Moral consumption and production are contended subjects. Where part of the literature links them with a variety of social ails such as hedonism and infantalisation, other parts see a connection to civic engagement. In this article I take a step away from these two main ways of theorising the moral market, and analyse moral production and consumption through the lens of Beck's risk society and theory of reflexive modernisation; as a response to the complexity of the systems of production and consumption. This research was done as a case study of Tony's Chocolonely and the brand's consumers, using photo-­‐voice and in-­‐depth interviews. The results show that ideas and ideologies of moral production and consumption are centred around concerns for social conditions, 2 animal welfare and the environment. The unintended consequences that characterise not just the conventional market but also the systems of moral production and consumption cause conflicts between and within these concerns, making it impossible to make consumer or production choices that are perfectly moral. The opacity of the systems makes it impossible for consumers to properly judge the outcomes of their choices and this makes trust an issue as well. Connecting these previously unaware theoretical traditions has provided insights that will add to both. Regarding the moral market the analysis shows that because consumers and producers are not able to predict, assess and anticipate the outcomes of their choices and because they can't know what information they can trust, ideas and ideologies are constantly re-­‐evaluated. New insights and information lead to adjusting of ideologies. In this context of constant and endless reflexivity, ideologies become intrinsically unobtainable and reflexivity becomes a non-­‐formative of ideology. Regarding Beck's work, this article uncovers a blind spot for culture. Beck's theory deals with structural reflexivity, where in reality it is played out on an individual as well as a structural level. This level of abstraction goes hand in hand with a tendency to overlook the personal meanings consumers and also producers attach to their choices. Reflexivity is not merely a reaction to modernity, industrialisation or mass production, it is part of a larger cultural context that shapes what we react to and how, not just to move away from what society sees as undesirable, but also to move towards something that society sees as desirable.