Production for consumption: Prosumer, citizen‐consumer, and ethical consumption in a postgrowth context

“Do‐it‐yourself” and “grow‐it‐yourself” continue as popular trends throughout industrialized urban market societies; from community gardens to community‐supported agriculture, people engage in various schemes of self‐provisioning and alternative economies. Some go beyond growing fruits and vegetables for immediate consumption and opt for a rural lifestyle centered on voluntary self‐provisioning—people who choose a lifestyle that allows them to eat independently from the food industry. This article is based on ethnographic research on lifestyle subsistence farmers in central Europe and New Zealand. In this article, I investigate practices of self‐provisioning and diverse economies, drawing on Alvin Toffler's concept of the “prosumer” to investigate what production for consumption might mean in regard to discourses on ethical consumption, social distinction, and the “citizen‐consumer” within the context of a postgrowth society.