Representation of Green Consumerism

The book "Representation of Green Consumerism" by Johanna Moisander offers a critical examination of the concept of green consumer behavior and its role in social marketing. In light of the pressing challenges of climate change, the idea that environmentally conscious consumers act as a driving force for sustainable development is questioned. Moisander argues that common approaches to analyzing consumer behavior and the associated social issues are often inadequate, as they do not sufficiently consider the cultural dynamics of the market. By applying constructivist epistemologies and post-structuralist approaches, the book develops an alternative perspective on the topic of green consumption and the target audiences of social marketing strategies. The aim is to stimulate discussion among marketing scholars as well as decision-makers in the fields of environmental policy and social marketing.