Abstract
Green consumption has received an increasing amount of attention over the past decade. Increasingly, it is seen as a lifestyle choice and key to the formation of new identities. Barendregt and Jaffe pose three questions: Why is it now that eco-chic has become so popular in the formation of new identities? To what extent do ecochic’s various forms and appearances rely on specific local contexts? And, in what ways can eco-chic make a genuine contribution to solving the main problems of our time and contribute to debates on sustainable development? (p. 2). The answers to these questions provide an insight not just into this lifestyle choice, but into the historical context through an exploration of time and space, materiality and consumption, identity and branding.
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