Abstract
Over the past decade, the consumption of organic food and use of environment-friendly products have been rising remarkably, while at the same time global warming has made energy consumption an environmental issue. Therefore, it is interesting to inquire into whether alterations in the consumption of environment-friendly products are linked to behaviour in other consumption areas with a negative environmental impact. The main purpose of the study is to investigate the extent to which the increase in green consumption practices within the realm of food consumption is associated with green practices within areas such as recycling, transport and energy consumption. The investigation is set in the theoretical context of identity construction and reflexivity, as discussed in recent sociological theory. Inspired by theory, two sets of expectations are explored. The first anticipates a consistency between pro-environmental behaviour across consumption areas, whereas the second predicts a lack of consistency, as i...
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