Is Green the New Black? Reflections on a Green Commodity Discourse

Abstract

This article examines the global sustainability movement through the lens of a green commodity discourse as introduced by Prothero and Fitchett. The current wave of sustainability efforts and initiatives is different from the previous incarnations in that it is more global and systems oriented. The authors submit that a green commodity discourse has begun to move the sustainability discourse away from the bonds of the dominant social paradigm (DSP) and toward a more holistic and global perspective. The authors conclude that a new typology that delineates consumption from citizenry will better encapsulate the values and behaviors of green consumers. This new typology allows for better representation of those consumers who are choosing to live a greener lifestyle on a grander scale. These new green citizens reflect more the sustainability ideas and efforts discussed here and seen worldwide.

Understanding the Attitude-Behavior Gap for Renewable Energy Systems Using Behavioral Reasoning Theory

“…that collectively provide social lenses through which individuals and groups interpret their social world" (Milbrath 1984, p.7). In this way, consumers' pro-environmental attitudes do not only constitute an important antecedent of green behavior, but also reflect societal change and a mainstreaming of the green commodity discourse (Prothero, McDonagh, and Dobscha 2010).…”

Conflicting values of ethical consumption in diverse worlds – A cultural approach

“…Implicit to the contextual aspect of ethical consumption, the multiplicity of ethical concerns, the fragmentation of practices and the often contradictory information, is the claim that it is impossible to define ethical consumption in any single, consistent way (Attalla and Carrigan, 2001;Devinney, Auger and Eckhardt, 2010: 134-136;Micheletti, 2003;Prothero, McDonagh and Dobscha, 2010;Sassatelli, 2006). The research on ethical consumption suggests that issues arising from ethical consumption cause conflicts and tensions for consumers (Barnett, Cloke, Clarke and Malpass, 2005a;OzcaglarToulouse, 2007;Moisander, 2007).…”

Conflicting Perspectives on Speed: Dynamics and Consequences of the Fast Fashion System

“…Many consumers -who were forced to consume less because of economic factors -actually became happier as they have a less pressured lifestyle and spend more time with their families and friends. Hence, many started to realize that choice and increased consumption do not necessarily increase happiness and/or improve quality of life (Prothero et al 2010). …”