THE GREENING OF CONSUMER CULTURE
THE GREENING OF CONSUMER CULTURE

Summary/Abstract: The purpose of this article is to gain a deeper understanding of the effect of green business practices, the socially constructed nature of green consumerism, the adoption and normalization of new green products, and the construction of consumers’ green identities. This research makes conceptual and methodological contributions to the greening of consumption practices, factors that influence ecologically conscious consumer behavior, the anxieties and insecurity felt by green consumers around food consumption, and the marketing and consumption of green products. The literature on the impact on choices of adding a “green” attribute to a product, consumers’ willingness to engage in green consumption behaviors, the motivational basis of green behavior, and the nature of the consumer society is relevant to this discussion.

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