Publication details
Z aktivistky kojící matkou : Dopad mateřství na spotřební chování environmentalistek
| Title in English | From an activist to a breast-feeding mother : Impact of motherhood on consumer behaviour of environmentally oriented women |
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| Authors | |
| Year of publication | 2020 |
| Type | Appeared in Conference without Proceedings |
| MU Faculty or unit | |
| Citation | |
| Description | The process of becoming a mother is substantially influenced by consumption. Transitive consumption can facilitate this process, but also put new mothers through anxiety, stress and fear of a failure. Environmentally conscious women deal with an even greater challenge as they have to combine their pro-environmental values with the specific social norms. We conducted in-depth interviews with six such women we called Green Mothers. Rather than focusing on changes in their behaviour, we have become interested in dilemmas they have been dealing with.We concluded that consumption plays a somewhat secondary role in accepting their maternal role – The Green Mothers keep their reticent attitude. However, they have become less radical and have accepted consumer compromises. Lifestyle dilemmas are most apparent in relation to self-awareness. Green Mothers turn from the intellectual approach to physicality, health concerns and needs of their children. Their interest in the global environmental problems declined as they have shifted their focus on more local and imminent issues. Adopting pro-environmental practices is primarily influenced nor by lack of finances, neither by social pressure, but by time. Therefore, our research contributes to the discussion on the high demands of environmentally-friendly lifestyles. |
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