‘Going’ Green? Nomadic Consumers’ Paradoxical Journey Toward Sustainability
This study shows how digital nomads navigate the paradoxes of liquid consumption—(de-)materialization, acceleration/deceleration, and (de-)consumption—in their pursuit of feeding the narrative of environmentally sensitive travelers. Analysis of in-depth interviews and Instagram posts reveals that nomadic consumers reconcile these tensions by adopting rationalizing and fragmenting strategies.
Citation:
Sarah Schwarz (2021) ,"‘Going’ Green? Nomadic Consumers’ Paradoxical Journey Toward Sustainability", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 60-64.
Authors
Sarah Schwarz, University of Innsbruck
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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