Facing paradoxical identities: How Indonesian organic food community unify consumers and environmentalist identities

Estu Putri Wilujeng

Abstract


This article explored how the Indonesian organic food community builds its identity as both consumers and environmentalists, which is often thought to be a paradox. Some researchers argue that combining consumption and environmental preservation under green consumption is a challenge and an oxymoron. Nevertheless, the organic food community is still able to build their identities. The author argued that organic communities have transformed into space to empower and shape those identities using conventional and new media as part of green political consumerism. To understand this issue, the author used qualitative research by collecting the communities’ official documents, webpage, and social media accounts’ posts. The author also interviewed the founders of two communities, Komunitas Organik Indonesia (KOI/ Indonesian Organic Community) and Lingkar Organik (LO/ Organic Circle), a KOI member. The author did participatory observation in one of KOI’s WhatsApp Groups for their members. Then, the author triangulated the data and analyzed it. The results revealed that communities maintain and transform their green value into identities and real action by conditioning their members with community structures, activities, and access to organic food either through online or offline services. Therefore, having both identities is not a paradox.


Keywords


organic food; communities; identity; environmental movement; material culture; cultural sociology

Full Text:

PDF

References


Akenji, L. (2014). Consumer scapegoatism and limits to green consumerism. Journal of Cleaner Production, 63, 13–23. https://doi.org/10.1016/j.jclepro.2013.05.022

Atmadi, G. (2013). The utilities of new media for organic community of Indonesia. The Asian Conference on Media and Mass Communication 2013, 397–407. http://papers.iafor.org/wp-content/uploads/conference-proceedings/MediAsia/MediAsia2013_proceedings.pdf

Autio, M., & Heinonen, V. (2004). To consume or not to consume? Young, 12(2), 137–153. https://doi.org/10.1177/1103308804042104

Back, L., Bennett, A., Edles, L. D., Gibson, M., & Inglis, D. (2012). Cultural sociology: An introduction. Wiley-Blackwell.

Boström, M., & Klintman, M. (2017). Can we rely on ‘climate friendly’ consumption? Journal of Consumer Culture, 19(3), 359-378. https://doi.org/10.1177/1469540517717782

Buttel, F. H. (2003). Environmental sociology and the explanation of environmental reform. Organization & Environment, 16(3), 306–344. https://doi.org/10.1177/1086026603256279

de-Magistris, T., & Gracia, A. (2015). Consumers’ willingness-to-pay for sustainable food products: The case of organically and locally grown almonds in Spain. Journal of Cleaner Production, 118, 97-104. https://doi.org/10.1016/j.jclepro.2016.01.050

Dunn, R. G. (2008). Identifying consumption: Subjects and objects in consumer society. Temple University Press.

Eze, U. C., & Ndubisi, N. O. (2013). Green buyer behavior: Evidence from Asia consumers. Journal of Asian and African Studies, 48(4), 413–426. https://doi.org/10.1177/0021909613493602

Gatersleben, B., Murtagh, N., Cherry, M., & Watkins, M. (2017). Moral, wasteful, frugal, or thrifty? Identifying consumer identities to understand and manage proenvironmental behavior. Environment and Behavior, 51(1), 24–49. https://doi.org/10.1177/0013916517733782

Hardner, J., & Rice, R. (2002). Rethinking green consumerism. Scientific American, 286(3), 88–95. https://doi.org/10.1038/scientificamerican0502-88

Harrison, B. (2006). Shopping to save: Green consumerism and the struggle for northern Maine. Cultural Geographies, 13(3), 395–420. https://doi.org/10.1191/1474474006eu365oa

Hussain, J. S., & Hussain, J. (2015). A conceptual framework on the power of consumers in pushing corporate social responsibility towards sustainable development. Indian Journal of Corporate Governance, 8(1), 68–83. https://doi.org/10.1177/0974686215574432

Jain, S. K., & Kaur, G. (2004). Green marketing: An attitudinal and behavioural analysis of Indian consumers. Global Business Review, 5(2), 187–205. https://doi.org/10.1177/097215090400500203

Johnston, J., Szabo, M., & Rodney, A. (2011). Good food, good people: Understanding the cultural repertoire of ethical eating. Journal of Consumer Culture, 11(3), 293–318. https://doi.org/10.1177/1469540511417996

Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128-143. https://doi.org/10.1016/j.ism.2015.04.001

Komunitas Organik Indonesia. (2018). Community profile: Komunitas Organik Indonesia. Unpublished.

Komunitas Organik Indonesia. (2019). About Balai Belajar Bali. Unpublished.

Lin, J., Guo, J., Turel, O., & Liu, S. (2020). Purchasing organic food with social commerce: An integrated foodtechnology consumption values perspective. International Journal of Information Management, 51. https://doi.org/10.1016/j.ijinfomgt.2019.11.001

Ma, A. J., Zhao, H. Z., & Ren, F. Z. (2010). Study on food life cycle carbon emissions assessment. Procedia Environmental Sciences, 2, 1983–1987. https://doi.org/10.1016/j.proenv.2010.10.213

Miller, D. (1998). Material cultures: Why some things matter. In Material cultures: Why some things matter. https://doi.org/10.1525/aa.1999.101.2.458

Miller, D. (2005). Materiality: An introduction. In D. Miller (Ed.), Materiality. Duke University Press.

Mohd Suki, N. (2016). Consumer environmental concern and green product purchase in Malaysia: Structural effects of consumption values. Journal of Cleaner Production, 132, 204–214. https://doi.org/10.1016/j.jclepro.2015.09.087

Montanari, M. (2017). Food is culture. Columbia University Press.

Monteith, W., & Giesbert, L. (2016). ‘When the stomach is full we look for respect’: Perceptions of ‘good work’ in the urban informal sectors of three developing countries. Work, Employment and Society, 31(5), 816–833. https://doi.org/10.1177/0950017016650606

Niinimäki, K. (2010), Eco‐clothing, consumer identity and ideology. Sust. Dev., 18(3),150–162. https://doi.org/10.1002/sd.455

Panjaitan, T. W. S., & Sutapa, I. N. (2010). Analysis of green product knowledge, green behavior and green consumers of Indonesian students (case study for universities in Surabaya). 2010 IEEE International Conference on Industrial Engineering and Engineering Management, Macao, China, 2268–2272. https://doi.org/10.1109/IEEM.2010.5674276

Papaoikonomou, E., Cascon-Pereira, R., & Ryan, G. (2014). Constructing and communicating an ethical consumer identity: A social identity approach. Journal of Consumer Culture, 1–23. https://doi.org/10.1177/1469540514521080

Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources. https://doi.org/10.1146/annurev-environ-032609-094328

Sachdeva, S., Jordan, J., & Mazar, N. (2015). Green consumerism: Moral motivations to a sustainable future. Current Opinion in Psychology, 6, 60–65. https://doi.org/10.1016/j.copsyc.2015.03.029

Sangroya, D., & Nayak, J. K. (2017). Factors influencing buying behaviour of green energy consumer. Journal of Cleaner Production, 151, 393–405. https://doi.org/10.1016/j.jclepro.2017.03.010

Schösler, H., de Boer, J., & Boersema, J. J. (2013). The organic food philosophy: A qualitative exploration of the practices, values, and beliefs of Dutch organic consumers within a cultural-historical frame. Journal of Agricultural and Environmental Ethics, 26(2), 439–460. https://doi.org/10.1007/s10806-012-9392-0

Tan, L. P., Johnstone, M. L., & Yang, L. (2016). Barriers to green consumption behaviours: The roles of consumers’ green perceptions. Australasian Marketing Journal, 24(4), 288–299. https://doi.org/10.1016/j.ausmj.2016.08.001




DOI: https://doi.org/10.21107/sml.v4i1.10002

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Estu Putri Wilujeng

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

--------------------------------------------------------------------------------------------------------------------------------------------------------

Simulacra has been indexed in these prominent indexing services:

Sinta 3DOAJIndex CopernicusEBSCOGoogle ScholarCrossrefDimensionsWorldcatHarvard LibraryOxford LibraryUniversiteit LeidenDRJIScilit MDPIPKP IndexROADBASEMorarefColumbia LibrarySheffield LibraryCORE

 

 Simulacra is licensed under a Creative Commons BY-NC-SA and published by the Center for Sociological Studies and Community Development, Department of Sociology, Universitas Trunojoyo Madura, Indonesia.