Living “light green”: the limits and lived experiences of green motherhood

Abstract

Purpose This paper aims to understand the meanings, motivations and practices of green motherhood and, in particular, how green mothers incorporate this lifestyle into their consumption practices. Design/methodology/approach To address the research questions, a survey and focus group were conducted. Survey responses and transcribed focus group statements comprise the data. Findings Several variables explain the adoption of green motherhood for one consumer segment. Results showed the mothers’ greater concern about their own family’s health and safety, and a desire to reduce risk and gain some control over their world, rather than concern about the environment at large, drives their choices. Research limitations/implications The paper identifies and explores the consumption and mothering practices of a segment of “light green” moms and uncovers their motivations. Limitations include relatively small sample sizes. Practical/implications “Green mothers” are an important, emerging segment of green consumers, but they often face conflicting roles and expectations. The research adds to the literature on green consumerism by expanding the authors’ knowledge of the nuances and limitations of the green motherhood movement and delving deeper into the decision processes these mothers use. This information can help marketers seeking to target this segment with easy-to-use, convenient products which appeal to their concerns about controlling their environment and improving their family’s health. Practical/implications Understanding green consumption practices can help marketers or governmental organizations reach consumers who are motivated to be “green”, which, in turn, can lead to an improved environment. Originality/value The identification of the “light green” consumer segment is novel, and the paper uses a unique mixed methods approach. Greater understanding of the meaning and limitations of green motherhood is obtained.