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Title: Empowerment, waste and new consumption communities
Authors: Bekin, C
Carrigan, M
Szmigin, I
Keywords: Waste;Consumers;Ethnography;Empowerment
Issue 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
ISSN: 0144-333X
Appears in Collections:Business and Management
Brunel Business School Research Papers

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