Motivational complexity of green consumerism

Abstract This paper elaborates on the motivational complexity of green consumerism using a simple model of motivation as an analytical tool. The objective is to provide insights into the challenges that environmentally concerned ‘green consumers’ may face in the markets, as well as to illustrate the limitations of framing and targeting environmental policy measures in terms of individual motivation and morally responsible decision making. On the whole, the paper argues that as a private lifestyle project of a single individual, ‘green consumerism’ is much too heavy a responsibility to bear. Therefore, the author joins the growing number of scholars who argue that in environmental policy the focus on individual consumers is limited and thus needs to be problematized.