Empowerment, waste and new consumption communities

Purpose – This paper aims to explore the diverse and complementary resistance and waste-reduction practices adopted by UK-based New Consumption Communities, and whether such behaviours empower them to achieve their environmental and social goals.

Design/methodology/approach – The methodology can be broadly classified as critical ethnography, which acknowledges the researcher's own subjectivity, how the informants are treated and represented, and the study's wider context. A participant-observer role is employed and six distinct New Consumption Communities are explored.

Findings – It is suggested that through their resistance and empowerment, as well as a reconnection to production, the communities are able to implement alternatives to the wasteful practices of mainstream consumption behaviour, and achieve (partial) autonomy from the hegemonic forces of the market.

Originality/value – This paper's original perspective on waste is not limited to a small group of consumers, and thus should interest marketers and policy makers engaged in the advancement of sustainability and green marketing.