This research investigates the potential of architecture to shape values, lifestyles, and behaviors, particularly in the context of mass consumerism. The study begins with a chronological exploration of the history of consumer culture and retail architecture, learning how architecture has evolved to influence consumption patterns, behaviors and societal values. Through this historical lens the research identifies the potential of architecture to define constraints and shape human action, illustrating how built environments reinforced consumer behaviors over time.

Moving beyond historical analysis, the research focuses on the ethics of care and the process of responsibilization. It examines how neoliberal frameworks shift responsibility for mindful consumption onto individuals, emphasizing Personalization, Authorization, Capabilization, and Transformation. The research identifies a missing step in this process - the relational and situated awareness needed for cultivation of care. Conscientization, as a necessary step, deepens personal responsibility by embedding individuals within a broader context (nature, others and the self). This situated awareness is essential for transforming consumer behavior from an alienated process to an active and responsible participation. Through speculative method the study explores how spaces can embody the principles of responsibilization creating environments that stimulate care-oriented consumption practices.

This research concludes that architecture plays a crucial role in shaping consumer behavior. While architects cannot fully control the impact of their designs, they can establish frameworks that cultivate responsibility and care in the context of mass production and consumerism, using the process of responsibilisation grounded in care.

Based on the research, an architectural project was developed in Newcastle upon Tyne, England, which integrates a public workshop with living amenities and an urban farm.