The practice of applying rigorous critical thinking to consumption choices, rejecting marketing manipulation and demanding truthful knowledge about products and their origins.
Sor Juana's relentless pursuit of knowledge and truth directly challenges the superficial narratives surrounding consumer goods. Ethical consumption requires the same intellectual rigor she applied to theology and philosophy—questioning the stories brands tell us, investigating supply chains, and refusing comfortable ignorance. When we purchase, we make implicit claims about values and knowledge. Sor Juana would demand we know what we claim to know: the labor conditions, environmental impact, and genuine quality of what we buy. This intellectual integrity transforms shopping from passive acceptance into active knowing, making each purchase an assertion of our commitment to truth and justice rather than complicity in exploitation.
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