Recycling: Yes But Caring For My Loved Ones First! Exploring Identity Conflicts Amongst “Green” Working Mothers

Iain Black, The University of Edinburgh, UK
Helene Cherrier, Griffith University, Australia
The study explores how working mothers modify their disposal practices - from heavy waste generation to limited waste and recycling. The analysis reveals that becoming a green consumer is related to new disposal practices and sustainable disposal is managed through assimilation, negotiation or rejection processes; each contingent upon social roles.
[ to cite ]:
Iain Black and Helene Cherrier (2011) ,"Recycling: Yes But Caring For My Loved Ones First! Exploring Identity Conflicts Amongst “Green” Working Mothers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 34-35.