Consumers as ecological citizens in clothing markets

The overall purpose of this study is to participate in the efforts to rethink the individualistic, market-based conceptualisations of consumers that are prevalent in sustainability and environmental policy-related social marketing. Contemporary academic discussions and policy frameworks have both gi [...]
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The overall purpose of this study is to participate in the efforts to rethink the individualistic, market-based conceptualisations of consumers that are prevalent in sustainability and environmental policy-related social marketing. Contemporary academic discussions and policy frameworks have both given consumers a central role in the advancement of sustainable development. This dominant approach has, however, been criticized for relying on individualistic premises and it has been suggested that sustainable development calls for a more collective approach. A substantial debate, however, remains over the particular shortcomings of the prevalent approach and the potential of the concept of citizenship to remedy them.