TY - JOUR
T1 - Prefiguring sustainable living
T2 - an ecovillage story
AU - Casey, Katherine
AU - Lichrou, Maria
AU - O’Malley, Lisa
N1 - Publisher Copyright:
© 2020 Westburn Publishers Ltd.
PY - 2020
Y1 - 2020
N2 - 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.
AB - 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.
KW - ecovillage
KW - grassroots initiatives
KW - prefiguring sustainability
KW - storytelling
KW - Sustainable consumption
KW - transformation
UR - http://www.scopus.com/inward/record.url?scp=85096559502&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2020.1801800
DO - 10.1080/0267257X.2020.1801800
M3 - Article
AN - SCOPUS:85096559502
SN - 0267-257X
VL - 36
SP - 1658
EP - 1679
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 17-18
ER -