Narratives of ‘green’ consumers - the antihero, the environmental hero and the anarchist

Autor:	Minna Autio, Eva Heiskanen, Visa Heinonen
Rok vydání:	2009
Předmět:	Social Psychology Consumerism 05 social sciences Subject (philosophy) Gender studies Individualism Aesthetics 0502 economics and business Close reading HERO 050211 marketing Narrative Environmental policy Sociology Construct (philosophy) 050203 business & management Applied Psychology
Zdroj:	Journal of Consumer Behaviour. 8:40-53
ISSN:	1479-1838 1472-0817
DOI:	10.1002/cb.272
Popis:	Environmental 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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ba535912969e4159a3f75dbe8781294a https://doi.org/10.1002/cb.272 Zobrazit plný text záznamu Plný text ve formátu PDF