Article2009

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

Minna Autio · Eva Heiskanen · Visa Heinonen

163 citations0/0 files storedJournal of Consumer Behaviour

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer behavior in food and health

Abstract

Abstract 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.

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References

1990Positioning: The Discursive Production of Selves 2001Brand Community 1997The Politics of the Earth: Environmental Discourses 2001Targeting consumers who are willing to pay more for environmentally friendly products 1999Environmental segmentation alternatives: a look at green consumer behavior in the new millennium 1996Media Culture: Cultural Studies, Identity and Politics between the Modern and the Postmodern 1997Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories 1989Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities

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