Living “light green”: the limits and lived experiences of green motherhood

Abstract

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.

Care, Gender, and Change in the Study of Sustainable Consumption: A Critical Review of the Literature

“…Shedding light on mothering in relation to care and sustainable consumption also reveals the entanglement of different areas or objects of care, and how they get prioritized. Knibb and Taylor (2017) show how, in Western societies, green consumption can be enmeshed with parental identity and viewed as a moral obligation. Through green consumption, mothers in particular can seek to promote the well-being of their children while feeling they are doing their part for the environment.…”

Perceptual deterrents of the green consumer

“…Mulch and Kennedy (2009) illustrate this point with the review of a book by Robyn Harding whereby the main character considers participating in green activities but eventually "concludes that she just isn't green enough" compared to her "eco-warrior" neighbors. In line with this notion, Knibb and Taylor's (2017) study noted that study participants acknowledged there are different levels of "greenness" due to the challenges of living a completely green lifestyle.…”

“…Green products include household items manufactured with postconsumer plastics or paper, recyclable or reusable packaging, energy-efficient light bulbs and products containing earthfriendly ingredients. Products deemed "organic" are also indicative of a green lifestyle (Knibb and Taylor, 2017). Haire (1950) created two grocery lists that were identical except for one differenceone list contained automatic drip coffee and the other contained instant coffee.…”

The listening guide: voice-centred-relational analysis of private subjectivities

“…We also note collective efforts to establish family togetherness (Edirisingha et al , 2015; Nash et al , 2018) and the evolving nature of parental care, support and welfare ( Bettany and Kerrane, 2016; Epp and Velagaleti, 2014), as productive forms of relational interaction. Examining more closely parental selfhood, Bettany et al (2014) reveal the economic provider subjectivity important to new fathers, whilst Knibb and Taylor’s (2017) study of green motherhood demonstrates the relational nature of their efforts in supporting and benefitting the welfare of all family members.…”