Purpose This paper aims to understand the meanings, motivations and practices of green motherhood and, in particular, how green mothers incorporate this lifestyle into their consumption practices. Design/methodology/approach To address the research questions, a survey and focus group were conducted. Survey responses and transcribed focus group statements comprise the data. Findings Several variables explain the adoption of green motherhood for one consumer segment. Results showed the mothers’ greater concern about their own family’s health and safety, and a desire to reduce risk and gain some control over their world, rather than concern about the environment at large, drives their choices. Research limitations/implications The paper identifies and explores the consumption and mothering practices of a segment of “light green” moms and uncovers their motivations. Limitations include relatively small sample sizes. Practical/implications “Green mothers” are an important, emerging segment of green consumers, but they often face conflicting roles and expectations. The research adds to the literature on green consumerism by expanding the authors’ knowledge of the nuances and limitations of the green motherhood movement and delving deeper into the decision processes these mothers use. This information can help marketers seeking to target this segment with easy-to-use, convenient products which appeal to their concerns about controlling their environment and improving their family’s health. Practical/implications Understanding green consumption practices can help marketers or governmental organizations reach consumers who are motivated to be “green”, which, in turn, can lead to an improved environment. Originality/value The identification of the “light green” consumer segment is novel, and the paper uses a unique mixed methods approach. Greater understanding of the meaning and limitations of green motherhood is obtained.

Cancer detection and treatment is now a huge part of the health care system, and many cancer charities and organizations advertise heavily in various media. However, from pink ribbons to yellow wristbands, marketing spending and imagery are vastly different between diseases that primarily affect men and those that primarily affect women. Yet, the ways in which consumers react to specific marketing images when used in cancer‐related advertising, and the importance of the congruence between the disease and the ad image have been under‐researched. This paper explores these research questions in two studies and finds significant differences in ad evaluations by image and gender of the disease target.

This chapter focuses on the development of allyship in higher education contexts. The findings discussed are the result of a 10-week duoethnography project conducted by one faculty member and five doctoral students who are also higher education practitioners. Group dialogue and individual memoing revealed central struggles in considering approaches to cultivating social justice allyship with undergraduate students. There is a certain tension in trying to promote allyship to privileged students as something more than individual sacrifice while also properly acknowledging and communicating the risks inherent in decentering systems, structures, and institutions that benefit from white supremacist, sexist, ableist, heteronormative hegemony. The duoethnographic data are presented to encourage readers to become active participants in making meaning of the various perspectives on allyship.

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