Hippies, Hummer Owners, and People Like Me

Abstract

This research investigates ways American consumers utilize stereotyping to reconcile environmental and social values with the Dominant Social Paradigm (DSP). We examine stereotypes of two groups, consumers who are exceptionally concerned about environmental and social effects of their consumption and unconcerned consumers, as constructed by 22 informants who (1) have purchased products which could be considered green, humane, or socially responsible and (2) identify as “normal,” “average,” or “in-between” relative to the two groups. Adopting a socio-political approach to stereotyping, we examine informants’ conceptualizations of normal and abnormal beliefs, values, and practices and explicate four ways informants reconcile inconsistent values and norms. We contribute understanding of consumers’ DSP reproduction processes to previous work on the DSP, understanding of ways consumers use stereotyping to reconcile their values and behaviors to research on the infrequency of ethical consumption, and evidence supporting previous assertions that green consumption may be counterproductive to sustainability.