In the last fifty years new ways of consuming have seen the light of day. Ways of consuming that theorists try to identify and comprehend through literature, observations, and interviews.

From this work two new consumption types emerged on the Anglo-Saxon scene around 1990: green consumption and ethical consumption; both aiming to encompass those consumers who buy products that show consideration to the world around them: the environment, people in the third world countries and animals.

The Danish consumption type den politiske forbruger (the political consumer) emerged some years later trying to encompass the same aspects. Or at least to the naked eye so it seems.

In the first part of this thesis we aim to find our way through this "jungle of consumption types", but with one aim in particular: to describe, discuss and uncover what the newest term on the scene, value-based consumption has to offer, if any at all?

In our attempt to answer this question the literature takes us through the types mentioned above and a deeper look reveals that the three types can be separated therefore also considered entitled to appear on the scene of consumption.

Working with what seems to make value-based consumption stand out: the term value, we find that this consumption type has potential of containing the three others - basically all types of consumption carrying altruistic considerations.

Through both theoretical discussions and empirically rooted analyses we namely find that every action springs from the personal values of the individual. Making clear how values are understood should therefore be first on the agenda for MÆRKK - the Danish research group that are behind value-based consumption.

In addition we find that MÆRKK needs to clarify and even renew its definition of value-based consumption to fit the actual consumers of today. These consumers do not only buy value-based products because of their altruistic considerations. They buy products that fit their everyday life and needs. Thus money, availability and health are highly ranked factors for a majority of consumers - value-based consumers included. By renewing the existing definition we contribute to making it fit the consumers of today are thereby making it more useful for researchers and other professionals interested in gaining knowledge on today's value-based consumers.

In the light of values and our emphasis that every individual rank its values based on what is most beneficial in the specific situation, we find special interest in looking into the value-based consumer's ranking of his or hers individual values.

Our findings show that the value-based consumers thrive upon the global responsibility that they see reflected in their altruistic buying. Buys that they consider to be right and by this right act boost their self-esteem.