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There is a growing consensus that, altering consumption patterns is one of society’s greatest challenges in the quest for sustainable development. Green consumption must be understood in terms of a process that has led to individuals feeling both responsible for and empowered in dealing with risks to both themselves and to the wider environment. Media representations can be considered to be a lifestyle and identity instruction for the consumer. Thus it is important to study what kind of representations there are in media in regards to green consumption. In order to do so, the most popular lifestyle magazine in Latvia Ieva was analysed in time period from 2013 till 2018. Results of analysis show that there are very few publications in magazine which are dedicated to issues of sustainability and green lifestyle. Lot of products are represented as natural but without explanation why and how product is natural. Identity of green consumer represented in magazine is one of consumer whose consumption acts are primarily based on micro motivations and focus on an individual’s right to better environmental circumstances.

Buying into 'green' identity: representation of sustainable consumption in Latvian lifestyle magazines