Symbolic DIY environmentalism between sustainability statements and green pressure

This article argues that environmental sustainability statements do not constitute a one-dimensional service but encapsulate a reciprocal power relation between producers and consumers’ expectations for continuously improving sustainability standards. Drawing on Bowen's investigation of post-greenwashing assessments of corporate environmentalism, I will frame these expectations as ‘green pressure’. As there is currently no substantial research on the complex connection between Do-it-yourself (DIY) cultural production, environmentalism and green pressure, the primary concern of this article is to demonstrate the necessity for an analytical framework that grasps the symbolic characteristics of environmental practices in DIY-based alternative leisure and production circuits.