Is Green the New Black? Reflections on a Green Commodity Discourse

Abstract

This article examines the global sustainability movement through the lens of a green commodity discourse as introduced by Prothero and Fitchett. The current wave of sustainability efforts and initiatives is different from the previous incarnations in that it is more global and systems oriented. The authors submit that a green commodity discourse has begun to move the sustainability discourse away from the bonds of the dominant social paradigm (DSP) and toward a more holistic and global perspective. The authors conclude that a new typology that delineates consumption from citizenry will better encapsulate the values and behaviors of green consumers. This new typology allows for better representation of those consumers who are choosing to live a greener lifestyle on a grander scale. These new green citizens reflect more the sustainability ideas and efforts discussed here and seen worldwide.