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Narratives of ‘green’ consumers — the antihero, the environmental hero and the anarchist
Author(s) -
Autio Minna,
Heiskanen Eva,
Hein Visa
Publication year - 2009
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.272
Subject(s) - consumerism , hero , narrative , individualism , construct (python library) , sociology , everyday life , environmentalism , reading (process) , subject (documents) , aesthetics , environmental ethics , political science , law , art , literature , politics , philosophy , computer science , library science , programming language
AbstractEnvironmental policy makers and marketers are attracted by the notion of green consumerism. Yet, green consumerism is a contested concept, allowing for a wide range of translations in everyday discursive practices. This paper examines how young consumers construct their images of green consumerism. It makes a close reading of three narratives reflecting available subject positions for young green consumers: the Antihero, the Environmental Hero and the Anarchist. It reveals problems in the prevailing fragmented, gendered and individualistic notions of green consumerism, and discusses implications for policy and marketing practitioners. Copyright © 2009 John Wiley & Sons, Ltd.