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June 20, 2026European Journal of MarketingOpen Access

Sustainable living: the push and pull of everyday practices

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Authors

CYCrystal Sheau-Fen YapAuckland University of TechnologyCSCordelia Rose StewartAuckland University of TechnologyMRMeenal RaiAuckland University of Technology

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Overview

Qualitative study explores sustainability practices in everyday life, indicating the influence of sociohistorical factors.

Key Points

  • This study investigates how sustainability practices are enacted in everyday life through the Living Green campaign.
  • Three-phase sequential qualitative multi-method approach
  • Data collected through workshops, interviews, digital diaries, participant observation, and introspection
  • Study conducted over five weeks in New Zealand
  • Identified four practice states: pro-transition, constrained embodiment, negotiated continuity, and in-reversal
  • Findings emphasize the interplay between historical understandings and daily sustainable consumption
  • Offer insights for designing more effective public campaigns promoting sustainable behaviors

Cite This Study

Yap et al. (2026) studied this question.

synapsesocial.com/papers/6a362f3bdb0793dc1a536af4https://doi.org/10.1108/ejm-06-2024-0498
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