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Unveiling Everyday Reflexivity Tactics in a Sustainable Community

Casey, Katherine, Lichrou, Maria, O'Malley, Lisa (2017) Unveiling Everyday Reflexivity Tactics in a Sustainable Community. Journal of Macromarketing, 37 (3). pp. 227-239. ISSN 0276-1467. E-ISSN 1552-6534. (doi:10.1177/0276146716674051) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:82262)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
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https://journals.sagepub.com/doi/10.1177/027614671...

Abstract

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
DOI/Identification number: 10.1177/0276146716674051
Uncontrolled keywords: sustainability, sustainable consumption, community, reflexive tactics, discourse, marketing, macromarketing
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Felipe Garcia Suarez
Date Deposited: 28 Jul 2020 14:57 UTC
Last Modified: 29 Jul 2020 13:46 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/82262 (The current URI for this page, for reference purposes)
Casey, Katherine: https://orcid.org/0000-0003-2501-9544
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