NARRATIVES OF ‘GREEN’ CONSUMERS — THE ANTIHERO, THE ENVIRONMENTAL HERO AND THE ANARCHIST Cover Image

НАРРАТИВЫ «ЗЕЛЕНЫХ» ПОТРЕБИТЕЛЕЙ: АНТИГЕРОЙ, ЭКОГЕРОЙ И АНАРХИСТ
NARRATIVES OF ‘GREEN’ CONSUMERS — THE ANTIHERO, THE ENVIRONMENTAL HERO AND THE ANARCHIST

Author(s): M. Autio, E. Heiskanen, Veikko Heinonen
Subject(s): Social Sciences, Agriculture, Social development, Human Ecology, Rural and urban sociology, Sociology of Culture, Economic development, Environmental interactions, Socio-Economic Research
Published by: Издатель Наталья Докучаева
Keywords: green consumerism; subject positions; youth; Finland;

Summary/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.

  • Issue Year: 2014
  • Issue No: 2
  • Page Range: 19-34
  • Page Count: 16
  • Language: Russian
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