Green Consumption’ beyond mainstream economy

A discourse analysis

  • Sisira Withanachchi University of Kassel, Germany.
Keywords: Green Economy, Green consumption, Consumerism, mainstream economy, Discourse analysis, Hegemony


In contemporary society, green consumption is a popular concept. The life styles of people and consumption behaviors are moderated in accordance to the ‘green ideology’. The process of green consumption can be observed through social behaviors such as preference of bio foods, recycling, reusing, limiting the over consumption and using environmentally friendly transport systems. However, mainstream economic analyses on green consumption argued that consumer behaviors are due to the rational choice of individuality based on utility and self-preferences. The hypothesis of this paper on consumer behavior in green consumption is configured by discourses according to the discourse analysis.



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How to Cite
Withanachchi, S. (2019). Green Consumption’ beyond mainstream economy: A discourse analysis. Future of Food: Journal on Food, Agriculture and Society, 1(1), 55-63. Retrieved from