Abstract The aim of this paper is to investigate how web‐based online communities bring about new forms of environmental dialogue. We suggest that these online sites play an important role in setting the stage for new forms of cultural production, dissemination of environmental knowledge and environmental dialogue, through which particular forms of ecological citizenship and consumer culture are being created and sustained. Based on an empirical study of an online community of ‘global travelers’ carried out using netnographic methods, the study shows how environmental knowledge is being disseminated, negotiated and made sense of in the online environments of the global marketplace. Our findings illustrate, in particular, how online communities may work out an agenda for sustainable consumption practices and lifestyles, and create new forms of consumer citizenship. Regarding the environmental policy implications of our study, we argue that there is a need to facilitate the creation of online environments where consumers can participate in the construction of active consumer citizenship.
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