Beyond recycling: ‘commons‐friendly’ waste reduction at new consumption communities

This paper broadens current knowledge on consumer waste and disposal behaviour by exploring the diverse and complementary waste‐reduction strategies and behaviours adopted by environmentally conscious consumer communities in the UK. Using a critical ethnography methodology and a multi‐locale approach to designing the field, six distinct ethical voluntary simplifier communities were studied. Findings suggest their alternative lifestyles and waste management choices offer society much in terms of environmental soundness, while also presenting several personal trade‐offs for community members that deserve critical consideration. Practical implications for marketers and policy makers are addressed.