![НАРРАТИВЫ «ЗЕЛЕНЫХ» ПОТРЕБИТЕЛЕЙ: АНТИГЕРОЙ, ЭКОГЕРОЙ И АНАРХИСТ](/api/image/getissuecoverimage?id=picture_2014_29068.jpg)
НАРРАТИВЫ «ЗЕЛЕНЫХ» ПОТРЕБИТЕЛЕЙ: АНТИГЕРОЙ, ЭКОГЕРОЙ И АНАРХИСТ
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.
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