On the basics and prospects of the concept of «green» consumption among college students

Liu Zhentao, Bai Yuntao, Xu Bing

Green consumption is a contested concept that allows for a wide range of interpretations in everyday discursive practice. This article explores how college students are appealing to green consumers. Among the images, there are 3 main narratives: Antihero, Environmental Hero (Ecohero) and Anarchist. The article explores the challenges of the prevailing fragmented, gender and individualistic perceptions of green consumption, and discusses the implications of college students' narratives for policymakers and marketers.

Keywords:college students, green consumption, youth narratives.