Moisander, Johanna; Pesonen, Sinikka - In: Management Decision 40 (2002) 4, pp. 329-342
This paper discusses the representation of “green consumerism” in the prevalent institutionalised discourses of green consumerism, and in the self‐narratives of people who identify themselves as ecologically oriented citizens, focusing on the construction of the self and the other in these...
