A1 Refereed original research article in a scientific journal

Consumers’ green commitment: indication of a postmodern lifestyle?




AuthorsLeena Haanpää

Publication year2007

Volume31

First page 478

Last page486

Number of pages9

eISSN1470-6423


Abstract

Green consumer behaviour is one of the key focuses of contemporary research on the
sociology of consumption. The constant presence of environmental issues related to consumption
and the changes consumer society has faced during the 20th century are presumed
to reflect on present consumer behaviour. The focus of this paper is twofold: first,
the postmodern elements of consumer society will be discussed; second, the study analyses
to what extent these elements of postmodernism fit with the phenomenon of contemporary
green consumerism. The empirical part utilizes Finnish consumer behaviour-related data
from 2003, which were analysed by applying various statistical methods. In this part, the
study reports of the connection between lifestyle and green commitment. Lifestyle is
measured by consumption styles and green commitment by certain environment-related
consumption choices. The results suggest that different lifestyles explain green commitment
better than traditional socio-economic background variables. The effect of postmodernism
on green consumer behaviour is, thus, discussed.


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