Unveiling everyday reflexivity tactics in a sustainable community

Casey, K., Lichrou, M. and O’Malley, L. (2017) Unveiling everyday reflexivity tactics in a sustainable community. Journal of Macromarketing, 37 (3). pp. 227-239. ISSN 0276-1467 doi: 10.1177/0276146716674051

Abstract/Summary

Approaches to enhancing sustainability have largely focused on altering individual consumption behaviors. However, this focus on the individual consumer has been recently critiqued because the behavior of individuals is situated within wider socio-cultural contexts. Thus, the sustainability research agenda is shifting away from individual consumers towards understanding consumption practices, social networks, material infrastructures and organisations of various forms in which consumption is problematized and consumption choices are reflected upon and negotiated. These social spaces need to be understood if change is to be truly achieved. Drawing on ethnographic research conducted in an Irish ecovillage, we examine how ecovillage members negotiate sustainable consumption at the everyday level. Analysis reveals how members of the ecovillage employ tactics that encourage reflexivity in the everyday. Specifically, these reflexive tactics work together to confront routine consumption, create alternative infrastructures that support sustainability, and foster critical engagement.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/89555
Identification Number/DOI	10.1177/0276146716674051
Refereed	Yes
Divisions	No Reading authors. Back catalogue items Henley Business School > Marketing and Reputation
Publisher	SAGE
Download/View statistics	View download statistics for this item