Open Access. Powered by Scholars. Published by Universities.®
Physical Sciences and Mathematics Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Physical Sciences and Mathematics
Green Looks Good On You: The Rhetoric And Moral Identity Of Conscious Consumption Blogs, Abigail O'Brien
Green Looks Good On You: The Rhetoric And Moral Identity Of Conscious Consumption Blogs, Abigail O'Brien
Scripps Senior Theses
Conscious consumption blogs are at the center of a particular online community where eco-friendly products are popularized. Through the lens of these blogs, this paper analyzes discourse around identity, purchasing, sustainability, lifestyle, community, and activism, to investigate the forces at work in the conscious consumption movement and identify where there is a need for a shift towards a more political environmentalism. As an environmentalist strategy, conscious consumption disproportionately centers the consumer angle, constructing personal possessions as symbols of sustainability. Language analysis reveals strong individualistic messages about personal belief, preference, and benefit which overwhelm any sense of communal good. Instead, motivation …