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|Title: ||Empowerment, waste and new consumption communities|
|Authors: ||Bekin, C|
|Publication Date: ||2006|
|Publisher: ||Emerald Group Publishing Limited|
|Citation: ||International Journal of Sociology and Social Policy, 26(1/2): 32-47|
|Abstract: ||Purpose – This paper aims to explore the diverse and complementary resistance and waste-reduction practices adopted by UK-based New Consumption Communities, and whether such behaviours empower them to achieve their environmental and social goals.
Design/methodology/approach – The methodology can be broadly classified as critical ethnography, which acknowledges the researcher’s own subjectivity, how the informants are treated and represented, and the study’s wider context (Peñaloza, 1994). A participant-observer role is employed and six distinct New Consumption Communities are explored.
Findings – It is suggested that through their resistance and empowerment, as well as a reconnection to production, the communities are able to implement alternatives to the wasteful practices of mainstream consumption behaviour, and achieve (partial) autonomy from the hegemonic forces of the market.
Originality/value – This paper’s original perspective on waste is not limited to a small group of consumers, and thus should interest marketers and policy makers engaged in the advancement of sustainability and green marketing.
Keywords – Consumer Empowerment; Voluntary Simplicity; Waste; Ethnography
Paper type – Research paper|
|Appears in Collections:||Business and Management|
Brunel Business School Research Papers
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