Narratives of ‘green’ consumers — the antihero,the environmental hero and the anarchist |
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| Authors: | Minna Autio Eva Heiskanen Visa Heinonen |
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| Institution: | 1. Department of Economics and Management, Consumer Economics, University of Helsinki, P.O. Box 27, 00014 University of Helsinki, Finland;2. National Consumer Research Centre, P.O. Box 5, 00531 Helsinki, Finland;3. Research Professor.;4. Professor. |
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| 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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