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Environmental dialogue in online communities : negotiating ecological citizenship among global travellers

Author

Listed:
  • Joonas Rokka

    (EM - EMLyon Business School)

  • Johanna Moisander

Abstract

The aim of this paper is to investigate how web-based online communities bring about new forms of environmental dialogue. We suggest that these online sites play an important role in setting the stage for new forms of cultural production, dissemination of environmental knowledge and environmental dialogue, through which particular forms of ecological citizenship and consumer culture are being created and sustained. Based on an empirical study of an online community of ‘global travelers' carried out using netnographic methods, the study shows how environmental knowledge is being disseminated, negotiated and made sense of in the online environments of the global marketplace. Our findings illustrate, in particular, how online communities may work out an agenda for sustainable consumption practices and lifestyles, and create new forms of consumer citizenship. Regarding the environmental policy implications of our study, we argue that there is a need to facilitate the creation of online environments where consumers can participate in the construction of active consumer citizenship.

Suggested Citation

  • Joonas Rokka & Johanna Moisander, 2009. "Environmental dialogue in online communities : negotiating ecological citizenship among global travellers," Post-Print hal-02313350, HAL.
    • Handle: RePEc:hal:journl:hal-02313350
    as

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    Citations

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    Cited by:

    1. Svenson, Frithiof, 2018. "Smartphone crises and adjustments in a virtual P3 community – doing sustainability oriented smartphone consumption," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 34(7-8), pages 664-693.
    2. Seraj, Mina, 2012. "We Create, We Connect, We Respect, Therefore We Are: Intellectual, Social, and Cultural Value in Online Communities," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 209-222.
    3. Johanna Gummerus & Veronica Liljander & Reija Sihlman, 2017. "Do Ethical Social Media Communities Pay Off? An Exploratory Study of the Ability of Facebook Ethical Communities to Strengthen Consumers’ Ethical Consumption Behavior," Journal of Business Ethics, Springer, vol. 144(3), pages 449-465, September.
    4. Kutay Güneştepe & Deniz Tunçalp, 2023. "Territorial dynamics in organizing resistance: The assistants’ solidarity movement in two universities," Environment and Planning C, , vol. 41(6), pages 1200-1224, September.
    5. Fuentes, Christian & Cegrell, Olivia & Vesterinen, Josefine, 2021. "Digitally enabling sustainable food shopping: App glitches, practice conflicts, and digital failure," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Eleni Papaoikonomou & Mireia Valverde & Gerard Ryan, 2012. "Articulating the Meanings of Collective Experiences of Ethical Consumption," Journal of Business Ethics, Springer, vol. 110(1), pages 15-32, September.
    7. Olson, Erik L., 2022. "Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word," Journal of Business Research, Elsevier, vol. 144(C), pages 805-820.
    8. Ahlemeyer, Kai & Griese, Kai-Michael & Wawer, Tim, 2022. "Das Menschenbild des homo sustinens: Eine nachhaltige Zielgruppe für das Marketing," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 7(01/2022), pages 63-76.
    9. Weaver, David B., 2012. "Organic, incremental and induced paths to sustainable mass tourism convergence," Tourism Management, Elsevier, vol. 33(5), pages 1030-1037.

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