Abstract

We examined the subjective experiences of young environmentalists who engage in green consumption practices from the theoretical lens of Warde’s :131–153, 2005) practice theory. Data were gathered through 21 photo-elicited, in-depth interviews with young environmentalists. Based on our findings, we postulated a theoretical framework to understand green consumption practices among our informants as a process with three interrelated phases: green credibility seeking, green procurement and prosumption, and green whispers. This inductive investigation revealed various symbolic meanings of green consumption that are instrumental in effectively engaging in green consumption practice and are widely shared among our informants. Our investigation extends the existing literature on green consumption with an alternative theoretical perspective and provides managers with insights into the motivations and practices of green consumers.