Green Consumption and Materialism Among Young Consumers

Liyanage Perera, Melbourne University, Australia
Jill Klein, Melbourne University, Australia
We examine the ways in which young consumers understand and engage in green consumption.Photo-elicited depth interviews were conducted.The thematic categories of connection to nature, expression of the self, social costs of green consumption, and empowered consumption were derived. We find that symbolic reproductions of green consumption are similar to that of materialistic consumption among young consumers.
[ to cite ]:
Liyanage Perera and Jill Klein (2011) ,"Green Consumption and Materialism Among Young Consumers ", 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: 735-737.