Prefiguring sustainable living: an ecovillage story

Katherine Casey, Maria Lichrou, Lisa O’Malley

Research output: Contribution to journalArticlepeer-review

Abstract

Ecovillages are utopian communities that simultaneously critique the Dominant Social Paradigm (DSP) and prefigure alternative systems of production and consumption in everyday life, reconfiguring sustainability as both embedded in social structures and everyday practices. The paper explores how individuals navigate personal and collective meaning within interstitial spaces. Focusing on an Irish ecovillage, we analyse participants’ accounts of the ecovillage’s origin myth revealing nuances in their stories. While accounts coalesce around the significance of prefiguring sustainability, each telling also reveals particular aspects that are more personally meaningful for each participant. The paper has implications for policy and research that seeks to understand sustainability beyond both anarrow focus on individual behaviour and an abstract focus on macro-level structures, highlighting the role of experimental and discursive spaces where sustainable society is imagined and practised.

Original languageEnglish
Pages (from-to)1658-1679
Number of pages22
JournalJournal of Marketing Management
Volume36
Issue number17-18
DOIs
Publication statusPublished - 2020

Keywords

  • ecovillage
  • grassroots initiatives
  • prefiguring sustainability
  • storytelling
  • Sustainable consumption
  • transformation

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