i

"InEcostoreWeTrust":

UncoveringtheSymbolicMeaningsOf

SustainableProducts&TheirUseinBuilding

Consumers’Self‐Image

SamuelSoo

Adissertationsubmittedto

AucklandUniversityofTechnology

inpartialfulfilmentoftherequirementsforthedegree

of

MasterofBusiness(MBus)

2011

FacultyofBusinessandLaw

PrimarySupervisor:DrAnn‐MarieKennedy

ii

Attestation of Authorship

"Iherebydeclarethatthissubmissionismyownworkandthat,tothebestofmyknowledge

andbelief,itcontainsnomaterialpreviouslypublishedorwrittenbyanotherperson(except

where explicitly defined in the acknowledgements), nor material which to a substantial

extenthasbeensubmittedfortheawardofanyotherdegreeordiplomaofauniversityor

otherinstitutionofhigherlearning."

SamuelSoo

iii

Abstract

Thepurposeofthisstudywastoexplorethesymbolicmeaningsconsumerstookfromabrandof

sustainable products. This interaction between consumer and product is modelled by

McCracken’s (1986)model of symbolicmeaning transfer, which served as the study’s lens of

interpretation. The symbolic meanings of products are important as consumers use these to

build their self‐image. This transfer of symbolic meaning is completed through the act of

consumption.Thestudylookedtoprovideanunderstandingoftheroleofconsumptioninorder

toinformattemptstoinitiateashiftinculturalvaluestowardsconsumption.Theundertakingof

this research is significant as it contributes to a greaterunderstandingof the sociological and

symbolicfunctioninconceptualisationsofsustainableconsumption.Thiswouldhelptoinform

solutionsthatimprovethesustainabilityofmodernconsumption.

ThestudyinterviewedsevenconsumersofEcostoreproducts,abrandofsustainablehousehold

cleaningandbodycareproducts.Thequestionsintheinterviewwereinformedbythemodelof

symbolicmeaningtransferandsoughttoallowparticipantstotelltheirconsumptionstoriesand

rituals of the product. Questions explored the actions that participants took with Ecostore‐

brandedproducts.Thedatacollectedwasanalysedbywayofthematicanalysis.

Thefindingsuncoveredsymbolicmeaningsofvirtue,personalandcollectivevalues,healthand

trustinEcostoreproducts.Participantsusedthesesymbolicmeaningstocreatetheirself‐image

throughtheritualofconsumingthem.Theseritualsincludedtheactionsofbuying,using,gifting

andthedisposaloftheproduct.Theself‐imagethatparticipantsbuiltexpressedthattheywere

virtuous, responsible, contributingandrisk‐adversemembersof society.Further, thepersonal

andcollectivevaluesofparticipantscouldbeexpressedthroughtheconsumptionoftheproduct.

This ability to build self‐image from Ecostore products was important to consumers and

contributedtotheirdecisiontoselectthemoverothers.

Thisstudyhascontributedtoknowledgeintheareaofsustainableconsumptionbyhighlighting

thesymbolicsignificanceoftheconsumptionpracticeinthecontextofsustainableproducts.The

symbolic meanings identified could be reflected in new product development, marketing

management and advertising communications. This could help to increase levels of the

consumptionofsustainableproducts.

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Contents

1INTRODUCTION...........................................................................................................................10

1.1BACKGROUND.................................................................................................................................10

1.2PROBLEMORIENTATION ...................................................................................................................11

1.3RESEARCHOBJECTIVE.......................................................................................................................12

1.4CONTRIBUTIONOFSTUDY .................................................................................................................13

1.5ORGANISATIONOFSTUDY.................................................................................................................14

2LITERATUREREVIEW ...................................................................................................................15

2.1OVERVIEW .....................................................................................................................................15

2.2SUSTAINABLECONSUMPTION ............................................................................................................15

2.2.1ConceptualisationofSustainableConsumption ..................................................................15

2.2.2AddressingSustainableConsumption..................................................................................17

2.3MEANINGOFPRODUCTS ..................................................................................................................19

2.3.1SymbolicValueofProducts .................................................................................................20

2.3.2SymbolicValueofBrands ....................................................................................................22

2.3.3ProductsasSelf‐Image ........................................................................................................25

2.4MEANINGOFCONSUMPTION ............................................................................................................26

2.4.1Self‐ImageThroughConsumption .......................................................................................27

2.4.2ConsumptionRituals............................................................................................................28

2.5MODELOFSYMBOLICMEANINGTRANSFER .........................................................................................312.5.1PremiseoftheModel...........................................................................................................31

2.5.2McCracken's(1986)Rituals .................................................................................................33

2.5.3CritiqueofMcCracken(1986) ..............................................................................................35

2.5.4ValueoftheModel ..............................................................................................................36

2.6CHAPTERSUMMARY ........................................................................................................................37

3METHODOLOGY..........................................................................................................................38

3.1INTRODUCTION ...............................................................................................................................383.2RESEARCHPURPOSE ........................................................................................................................38

3.3EPISTEMOLOGY ...............................................................................................................................39

v

3.4THEORETICALPERSPECTIVE ...............................................................................................................41

3.5METHODOLOGY ..............................................................................................................................43

3.6METHOD .......................................................................................................................................45

3.6.1DevelopmentofSelectionCriteria .......................................................................................45

3.6.2DevelopmentofInterview ...................................................................................................48

3.6.3Pre‐TestingofInterview.......................................................................................................48

3.6.4Participants..........................................................................................................................49

3.6.5DataCollection ....................................................................................................................50

3.7DATAANALYSIS...............................................................................................................................53

3.8ESTABLISHINGTRUSTWORTHINESS .....................................................................................................563.8.1Credibility.............................................................................................................................56

3.8.2Transferability......................................................................................................................56

3.8.3Dependability.......................................................................................................................57

3.8.4Confirmability ......................................................................................................................58

3.9ETHICALCONSIDERATIONS ................................................................................................................58

3.10CHAPTERSUMMARY ......................................................................................................................59

4FINDINGS ....................................................................................................................................60

4.1INTRODUCTION ...............................................................................................................................60

4.2VIRTUE ..........................................................................................................................................60

4.2.1BeingGood ..........................................................................................................................60

4.2.2MakingaDifference ............................................................................................................64

4.3VALUES .........................................................................................................................................67

4.3.1PersonalValues ...................................................................................................................68

4.3.2CreationofSelf‐Image .........................................................................................................71

4.3.3CollectiveValues ..................................................................................................................75

4.4HEALTH .........................................................................................................................................78

4.4.1PersonalHealth ...................................................................................................................78

4.4.2HealthofOtherPeople ........................................................................................................80

4.4.3HealthoftheEnvironment ..................................................................................................82

4.5TRUST ...........................................................................................................................................84

4.6CHAPTERSUMMARY ........................................................................................................................88

5DISCUSSION&CONCLUSIONS .....................................................................................................89

vi

5.1INTRODUCTION ...............................................................................................................................89

5.2INTERPRETATIONANDDISCUSSIONOFFINDINGS...................................................................................89

5.2.1Self‐ImageofBeingVirtuous ...............................................................................................90

5.2.2Self‐ImageofBeingResponsible..........................................................................................92

5.2.3Self‐ImageofBeingaContributingMemberofSociety.......................................................93

5.2.4Self‐ImageofBeingRiskAdverse.........................................................................................95

5.2.5ExpressionofPersonalValuesinSelf‐Image........................................................................96

5.2.6BeyondSustainability ..........................................................................................................98

5.3ACADEMICCONTRIBUTION................................................................................................................99

5.4MANAGERIALIMPLICATIONS............................................................................................................1015.5LIMITATIONS.................................................................................................................................102

5.6DIRECTIONSFORFUTURERESEARCH .................................................................................................104

5.7CONCLUDINGSTATEMENT...............................................................................................................107

6REFERENCELIST ........................................................................................................................108

7APPENDICES..............................................................................................................................128

vii

List of Tables

Table2.1 KeyCharacteristicsofRitualisedBehaviourand

Ritual 29

Table2.2 InstrumentsofSymbolicMeaningTransfer

FromProducttoIndividual 34

Table3.1 JustificationofEcostoreasaSustainable

ConsumerProduct 47

Table3.2 StagesofConductingThematicAnalysis 54

viii

List of Figures

Figure2.1 ModelofSymbolicMeaningTransfer 31

Figure3.1 AreaExploredinThisStudy 39

ix

List of Appendices

Appendix7.1 EcostoreProducts 128

Appendix7.2 EcostoreBackground 129

Appendix7.3 InterviewGuide 131

Appendix7.4 ParticipantInformationSheet 134

Appendix7.5 ConsentForm 136

Appendix7.6 EcostoreRituals 137

Appendix7.7 In‐depthInterviewTranscripts 138

10

1 Introduction

1.1 Background Concerns over sustainable development of the global population first came to the

attentionofthepublic intheWorldCommissiononEnvironmentandDevelopment’s

Brundtland report in 1987 (Sanne, 2002). Unsustainable levels and patterns of

consumptionareamajorcauseofongoingenvironmentaldegradation,particularlyin

industrialised countries (Connolly & Prothero, 2003; Durning, 1994; UNDP, 1998).

Modern consumption is unsustainable1 as it is reliant on finite and non‐renewable

resources and generate unacceptable environmental impacts (Jackson, 2006). Many

agencies have estimated more than five planets will be necessary to support the

currentflowofenergyandmaterials(WorldWildlifeFund,2006).Resourcesarebeing

usedatarategreaterthantheycanberegenerated.

The issue of sustainability continues to increase in prominence today (Chan & Lau,

2004).Researchinthefieldofsustainabilitycanbeconsideredvitalandurgentgiven

its implications for societies and environments. Rampant consumption is taxing on

finite and non‐renewable natural resources (N. Myers & Kent, 2004) and has

contributed to issues such as global warming, pollution and soil erosion (Tanner &

Kast,2003).

Households affect the environment through their use of energy and water, waste

generation, transport patterns and food choices (A. M. King, Burgess, Ijomah, &

McMahon, 2006). Research in understanding consumption practices is a means of

addressing the environmental degradation. Some academics have debated whether

theissueisconsumptionlevelsorpatternsofconsumption(Kong,Salzmann,Steger,&

Ionescu‐Somers,2002;Mont&Plepys,2008).However, there isa consensus thatan

adjustment of individual actions, lifestyles and behaviours is necessary. Advancing

1Inastrictsensetherearenotrulysustainableconsumptionlevels,asallproductswillinevitably

havesomenegativeenvironmentalimpact.Instead,productsthathavelowenvironmentalimpacts

areregardedasenvironmentallysustainable.

Introduction

11

knowledgecanbeconsideredbothurgentandcriticalgiventherapidrateofresource

depletionandongoingadverseimpactsontheenvironment.

1.2 Problem Orientation Schaefer and Crane (2005) identified that consumers do not necessary establish

profoundrelationshipswithproducts,butinsteaduseproductsinhighlyvisibleways

andareconsciousoftheinferencesthatothersdrawfromthem.Aswellasperforming

utilitarianfunctions,peopleconsumeproductstocreatetheirself‐image(Baudrillard,

1997; Belk, 1988; Featherstone, 1990; Kernan & Sommers, 1967; Solomon, 1983).

Consumerproductsarecapableofservingself‐imagebecausetheyareembeddedwith

symbolic meaning (Belk, 1988; Leigh & Gabel, 1992; Solomon, 1983). Brands

incorporate the symbolic meanings of products as well as functionality and

experiential benefits (Park, Jaworski, &MacInnis, 1986). The symbolic meanings of

productsare importantbecause theycomplement theproduct'sutilityand influence

consumptionbehaviour.AccordingtoBanisterandHogg(2004,p.850):

"Consumersoftendecidewhethertoacceptorrejectproductsandbrandsonthe

basis of their symbolic (as opposed to the functional) attribute, investing items

witheitherpositiveornegativesymbolicmeaning."

Thus, identifyingwhat the symbolicmeanings are for sustainableproducts andhow

consumers transfersymbolicmeanings to theirself‐imagegivesan insight intowhat

motivatesthedecisiontousethem.Thesymbolicmeaning isnotalwaysconstructed

bythemanufacturerormarketer,asconsumersthemselvesinvestsymbolicmeaning

inproducts(Sirgy,etal.,1997).Consumptionisthemeansbywhichconsumersinvest

symbolicmeaning.Symbolicmeaningsrepresentwhatindividualsseeintheproducts

theyconsume,aswellasbeingproducts in themselvesofwhathasbeen invested in

them.Becauseproductscanbeinvestedwithsymbolicmeaning,theycanfunctionas

symbolstoaperson'sindividualityanduniqueness(Hoyer&MacInnis,2004).

Symbolic meanings have implications for increasing the general consumption of

sustainable products. The symbolicmeanings of products are determinants of their

consumption(Solomon,1983).Schneider,Ledermann,FryandRist(2010)foundthat

whereproducts’symbolicmeaningscontradictedwithaperson’sidentity,behaviours

Introduction

12

would be refused. This suggests that in order for sustainable consumption to take

place,individualsmustfirstseesymbolicmeaningsinsustainableproductsthatalign

with their desired self‐image. Personalised meaning, in contrast to cultural and

advertiser‐construed, has also been suggested to have higher levels of enduring

involvement, greater salience and result in stronger motivations for cognitive

processingandelaboration(Fournier,1991).

The model of symbolic meaning transfer2 (McCracken, 1986) is used as a lens of

interpretation for this study. According to this model, consumption actions are a

meansof transferringsymbolicmeaning fromproducts toan individual's self‐image.

CreweandGregson(1998)havepreviouslycalledforresearchattentiontowardshow

the symbolic meanings of products are “unhooked” and transferred, and how

consumers construct meaning and change the value of the products they consume.

They suggest an approach emphasising rituals of consumption and cultural and

symbolic dimensions of exchange. The model of symbolic meaning transfer (1986)

orientatestheresearchobjectivetoaddressthisgap.Theresearchobjectivewillnow

bestated.

1.3 Research Objective Thepurposeofthisstudywastoanalysethesymbolicmeaningsthatconsumersseein

a brand of sustainable consumer products and how this symbolic meaning may be

transferred to their self‐image through the individuals’ consumption practices. As

such,theresearchobjectiveofthestudywastoanswerthefollowing:

What symbolic meanings do consumers take from sustainable products to

buildtheirself‐image?

This research objective will be achieved though the use of the model of symbolic

meaning transfer (McCracken, 1988) to explore the consumption experiences of

individuals who consume a particular brand of sustainable products. The model

describeshowtypesofconsumptionactionsenablethetransferofsymbolicmeaning

from product to an individual's self‐image. The symbolic meaning of products is

2ThismodelisexplainedindetailinSection2.5.1.

Introduction

13

formedthroughtheculturalworld,consumerinteraction,interpretationandbranding.

The achievement of the research objective will help develop an understanding of

consumer’s feelings, experiences and perceptions related to sustainable consumer

products.Thevalueinansweringtheresearchobjectivewillnowbeoutlined.

1.4 Contribution of Study This study is amongst the first to explore the symbolic meanings of sustainable

products through actual consumption actions. Previous studies have focused on the

purchase decision and have not accounted for what happens after. The symbolic

significance in consuming sustainable products has yet to be accounted for (Soron,

2010).Examiningtheconsumptionactionsandritualsaroundsustainableproductsis

ameansofdevelopinganunderstandingofthissymbolicsignificance.

The findings of this study highlight the symbolic meanings that individuals see in

sustainable consumer products. These symbolicmeanings are drawn and cultivated

through the ritual actions consumers take with products. By providing an in‐depth

accountofconsumptionhistoriesandpractices,themovementofthesemeaningsfrom

producttoself‐imagecanbeunderstood.Consumersactivelydrawsymbolicmeaning

fromproducts to their self‐image.This transfer of symbolicmeaning for sustainable

products is illustrated in the findings of this study. The study also contributes to

current knowledge through identifying the nature of the self‐image that consumers

built.

Studyingwhatsymbolicmeaningconsumersofsustainableproductswish toacquire

presentsmultiplebenefits.Thesebenefitspertain tomarketersandgovernments, as

well as wider society that stand to gain from more sustainable consumption

behaviours. Uses of the symbolic meanings could be in new product development,

marketing communications, as well as social marketing campaigns to increase the

general consumption of sustainable goods. These areas of practice can help to

encourage a shift in cultural values in the way individuals think about their

consumption.

Introduction

14

1.5 Organisation of Study This chapter has provided an overview of the background to the issue and has

outlinedthefocusofthisstudy.Ithaspresentedtheobjectiveoftheresearchandhas

highlighted the significance of undertaking the study. The contribution of this study

hasbeendiscussed.Theremainderofthisstudyisstructuredasfollows:

Chapter Two provides a review of literature that relates to the research objective.

Firstly, the study's conceptualisation of sustainability is provided. Previous

approachestoaddressissuesofsustainableconsumptionarereviewed.Thereviewof

literature illustrates a gap in knowledge pertaining to the symbolic meanings of

sustainable products. Symbolic meanings are used to build the self‐image of the

individuals who consume them. Knowledge around the symbolic value of products,

brands and consumption actions is synthesised. The model of symbolic meaning

transfer(McCracken,1986)thatisusedasalensofinterpretationisexplainedwithits

valueinachievingtheresearchobjectivestated.

Chapter Three provides an overview of the epistemological beliefs and theoretical

perspectiveoftheresearcher.Itpresentstheapproachtothecollectionandanalysisof

data. In‐depth semi‐structured interviews were used to collect data around

participants' consumptionexperiencesof aparticularbrandof sustainableproducts.

Thematic analysiswasused to analyse thedata.Theways inwhich trustworthiness

have been established for the study are outlined. Finally, Chapter Three the ethical

considerationsoftheresearchareaddressed.

ChapterFourpresentsthefindingsofthisstudy.Inansweringtheresearchobjective,

the symbolicmeanings of the selected brand of sustainable consumer products are

explored and outlined. The meanings are explained and supported through quotes

fromtheinterviews.

Chapter Five concludes this research by demonstrating that the research objectives

havebeenachieved.Itstatesthekeyfindingsofthestudy.Thevalueofthesefindings

are laid out and linked back to knowledge in the field. Chapter Five notes the

contribution of the study and outlines its implications for managerial practice. The

limitationsofthestudyarestatedandaddressed.Directionsforfutureresearchinthe

areaareconsideredbeforeprovidingaconcludingstatement.

15

2 Literature Review

2.1 Overview This chapter reviews literature surrounding sustainable consumption and related

conceptstoprovideabackgroundtotheresearchobjectiveandsupportthedecisions

andassumptionsthathavebeenmadeinthestudy.Researchinthefieldofsustainable

consumption is overviewed. The symbolic meaning of products is an important

influence in the decision to consume and this is discussed. The role and function of

branding in imbuing products with symbolic meaning is also outlined. The chapter

concludes by providing an overview of the model of symbolic meaning transfer

(McCracken,1986)andoutliningitsvalueinitsuseasalensofinterpretation.

2.2 Sustainable Consumption The focus of this study lies in sustainable consumption. Sustainable consumption

broadlyreferstothepurchaseanduseofmoreefficientlyproducedproducts(Seyfang,

2005)andenvironmentallyfriendlyconsumptionpractices(Halkier,1999).Thisstudy

acknowledges the view that actions of consumption may not be necessarily

sustainable in themselves, only that the nature of the consumption can be less

unsustainable in respect to the resourcesusedor environmental impacts generated.

The conceptualisation of what sustainable consumption is will now be further

outlined.

2.2.1 Conceptualisation of Sustainable Consumption Theterm“sustainableconsumption”firstenteredtheinternationalpolicyarenaatthe

1992 Rio Earth Summit (Seyfang, 2005). It was contained in the action plan for

sustainable development. Proposed solutions to sustainability issues included

promotingeco‐efficiencyandusingmarketinstrumentstoshiftconsumptionpatterns

(UNCED,1992).Policydocumentshavefrequentlydefinedsustainableconsumptionas

thefollowing:

LiteratureReview

16

"The use of goods and services that respond to basic needs and bring a better

qualityoflife,whileminimisingtheuseofnaturalresources,toxicmaterialsand

emissionsofwasteandpollutantsover the lifecycle, soasnot to jeopardise the

needsoffuturegenerations."(EuropeanEnvironmentalAgency,2005,p.13)

There have been a number of reviews of what sustainable consumption means to

different groups (see Cohen & Murphy, 2001; Jackson, 2006; Jackson & Michaelis,

2003;Seyfang,2004).Currently, thereisnoconsensusonwhatpreciselysustainable

consumption entails. Sustainable consumption has ultimately been used as an

umbrellatermforavarietyofsocialandenvironmentalissues(Mont&Plepys,2008).

Despitethis, ithasgrowntobecomeacoreareaofpolicyobjectives inbothnational

and international domains (Seyfang, 2005). Governments have increasingly

incorporated sustainable consumption into policy, which demonstrates the growing

importance of the issue and the necessity for solutions. To develop a solution,

researchersneedtounderstandthevalueindividualsseeinactsofconsumption.

Dolan(2002)notedthatpreviousconceptualisationsofsustainableconsumptiondid

notincorporatethesocialandculturalmeaningfoundinconsumptionpractices.Soron

(2010)addsthatsustainableconsumptionhasimportantcommunicativeandidentity‐

orientated functions that are missing from current conceptualisations. The ways in

which individuals consume also house meanings and possess value that extends

beyondtheutilitarian.Assuch,Dolan(2002)callsforsustainableconsumptiontofully

engage inthesociologicalandanthropologicalsignificancesofconsumption.Muchof

modern consumption is symbolic, so it is thus necessary to draw on theoretical

frameworks that incorporate this. Previous literature that has attempted to

conceptualisesustainableconsumptionhasnotaccountedforthesymbolicmeaningof

productsintheactsofconsumingthem.

SchaeferandCrane(2005)outlineanumberofviewsofconsumption,eachpossessing

a different relationship with the concept of sustainability. Here, the view of

consumption that has been adopted for the research is “sociological and

anthropological”.Underthisconceptualisation,consumptionisnotexaminedfroman

informationorpsychologicalperspective,butfromasocialandculturalone.Thisview

emphasises:

LiteratureReview

17

“Lessonhowpeopleperceive,evaluateandselectdifferentconsumptionoptions

andmoreon the function that consumptionhas in their lives, both individually

andasmembersofsocialgroups.”(Schaefer&Crane,2005,p83)

Thesociologicalandanthropologicalviewofconsumptionemphasisestheimportance

of consumption in facilitating social and cultural expressions. As such, consumption

canbeconceptualisedasbeinganintrinsicallypositiveforceinallowingindividualsto

construct and express their self‐image (Borgmann, 2001). This is the

conceptualisationof sustainableconsumption that informs this studyand is justified

through the reported findings. The conceptualisation is valuable as it begins to

recognise that consumption has an important function in building one's self‐image.

The following section will review where research attention in sustainable

consumptionhasbeenpreviously,andwhereagapinknowledgecurrentlyexists.

2.2.2 Addressing Sustainable Consumption Early attempts to address the issue of sustainability focused on production aspects

such as operational efficiencies and environmentally benign processes. However, it

was quickly noted that any gains in these areas were counteracted by increasing

consumption(Rothenberg,2007).Thus,researchershavesinceturnedtheirattention

to individual consumers and their consumption as a means of addressing

sustainabilityissues.

The literature in sustainable consumption has often focused on identifyingwho the

green consumer is (e.g. Abeliotis, Koniari, & Sardianou, 2010; Diamantopoulos,

Schlegelmilch,Sinkovics,&Bohlen,2003).Thegreen3consumerwasseenasasolution

to consumption issues.As such, researcherswere interested in identifyingwho they

were. Some of the areas they have sought to explore were the green consumers'

demographics (Roberts, 1995; Schultz, Oskamp, & Mainieri, 1995; Straughan &

Roberts, 1999), their personalities (Balderjahn, 1988; Kinnear, Taylor, & Ahmed,

1974)andtheirattitudes(Shrum,McCarty,&Lowrey,1995).However,theissuewith

this focus on the consumer is that the findings of these studies have repeatedly

contradictedoneanother(Kilbourne&Beckmann,1998;Straughan&Roberts,1999;3 This study understands the green consumer to be one that is engaging in sustainable

consumption.

LiteratureReview

18

Wagner, 1997). One explanation is that sustainable consumption behaviour is not

consistent in itself (Alwitt&Pitts,1996;Moisander,2007;Peattie,1999;Thogersen,

2004; Uusitalo, 1990). Green attitudes do not always correlate with green

consumptionbehaviours.Researchershavecalledthisthe"attitude‐behaviour"gap.

The "attitude‐behaviour gap” has been extensively explored in a number of studies

(Connolly&Prothero,2003;Hughner,McDonagh,Prothero, Shultz,&Stanton,2007;

Kollmuss&Agyeman,2002;Kraus,1995;Padel&Foster,2005;Swann,2002;Vermeir

&Verbeke,2006;Young,Hwang,McDonald,&Oates,2010).Oneexampleofthisgapis

thatwhile just under half the population hold favourable attitudes towards organic

produce, only about ten percent of the population purchase organic produce

(Hughner,etal.,2007).Someexplanationsofferedarethatotherfactorssuchasprice,

perception of performance and convenience take precedence in decision criteria

(Carrigan&Attalla,2001;Weatherell,Tregear,&Allinson,2003).Others in the field

state it isduetoa lackofalternatives,adisbeliefofclaimsanda lackof information

(dePelsmacker,Driesen,&Rayp,2005).Thismeansthatconsumersdonotalwaysfeel

that they can trust the claims of manufacturers and brands. This compromises the

consumers'commitmenttosocialandethicalissues,ofwhichsustainabilityisone.

Thisstudytakesthatbeliefthatallconsumers,ratherthanjustgreenconsumers,have

somecapacityandpotentialtomakesomeormoresustainableconsumptionchoices

in their lives (Kardash,1976;Young, et al., 2010). Itdoesnot attempt toprovidean

explanationofwhyconsumersmayormaynotalwaysconsumesustainableproducts

consistently. The focus of this researchmoves away fromwho the consumer is and

insteadlooksatwhatroletheprocessofconsumptionhastoconsumers.Productsand

their consumption have important psychological roles that have been previously

underestimated by sustainability researchers (van Dam & Apeldoorn, 1996). This

studyintendstocontributetocurrentknowledgebyidentifyingwhatsymbolicvalue

anyconsumermayobtainthroughtheconsumptionofsustainableproducts.

Consumption activities have a distinct cultural meaningfulness that has been

neglected in production‐focused perspectives on sustainable consumption (Dolan,

2002).Thepracticeofconsumptionisanindividual'sprimarymeansofself‐definition

(Durning,1994).This isbecauseconsumptionis“inextricablylinkedwithvaluesand

social meaning” and products act as “signifiers of cultural allegiance and social

LiteratureReview

19

relationships” (Seyfang, 2004, p. 324). Sustainable consumption needs to start

drawingfromconsumerresearchaddressingconsumptiontounderstandthedrivers

androlesitplaysinself‐imagecreation(Soron,2010).Consumptionisabletocreate

self‐image because products have symbolic meanings. This study will explore the

symbolic meanings of sustainable products to develop understanding of why

consumerschoosethem.Developingthisunderstandingofconsumptionisvaluableas

itsupportsashifttoaconsumerculturethataddressessustainabilityconcerns(Dolan,

2002).

Some authors have previously called for a major shift in the cultural values of

consumption to address sustainability issues (Dolan, 2002; Michaelis, 2003).

Consumer culture is seen as being responsible for the growth of unsustainable

consumptionlevels(Featherstone,1990;Michaelis,2003).However,shiftingcultureis

noteasy.Consumercultureisembeddedinexistingmaterialandsocialinfrastructure

and as such, can face resistance (Heiskanen & Pantzar, 1997; Schein, 1997). Any

attempttoinitiateashiftincultureneedstofirstunderstandthenatureandtheroleof

consumption.Thisstudyproposes thatexamining theconsumptionpracticesaround

sustainableproductsisameansofachievingthisunderstandingthroughthefindings

ofsymbolicmeanings.Thefollowingsectionwilllayoutwhythesymbolicmeaningsof

productsareimportanttoconsumption.

2.3 Meaning of Products Consumers purchase products and services not only for their functional utility, but

also for their symbolicmeaning (Baudrillard, 1997; Bauman, 1990; Campbell, 1987;

Dittmar, 1992; Elliott, 1999; Levy, 1959; Miller, 1995). This notion has long been

recognised as important for consumer research (Levy, 1959; Mick, 1986; Solomon,

1983; Zaltman & Wallendorf, 1979). Levy (1959) noted that transactions between

marketersandconsumersare,aboveallelse,exchangesofmeaning.Iftheseexchanges

canbeunderstood, thenthere ispotential for increasing thegeneralconsumptionof

sustainableproducts.Thissectionreviewsknowledgearoundthesymbolicmeanings

of products and brands and their subsequent value in the process of self‐image

creation.

LiteratureReview

20

2.3.1 Symbolic Value of Products Consumer research has suggested that products have value on a number of levels.

Firstly, Products have utilitarian value in fulfilling functions and resolving problems

(Fennell, 1978; Fournier, 1991). This purely utilitarian role has already beenwidey

acknowledged (Csikszentmihalyi&Rochberg‐Halton,1981;Furby,1978;MacInnis&

Jaworski,1988;Prentice,1987).Secondly,productshaveexperientialvalueinsensory

pleasure, the arousal of emotion and serving as pacifiers and comforters.

(Csikszentmihalyi&Rochberg‐Halton,1981;Hirschman&Holbrook,1982;Holbrook

&Hirschman,1982;E.Myers,1985;Prentice,1987;Settle&Alreck,1989;Wallendorf

&Arnould, 1988).Thirdly, productshavevalue in their ability to expressone's self‐

imagethroughtheirsymbolicvalue(Belk,1988;Csikszentmihalyi&Rochberg‐Halton,

1981;Furby,1978;MacInnis&Jaworski,1988;E.Myers,1985;Settle&Alreck,1989).

Thesebeliefsaboutthevalueofaproducthaveledtoresearchersadoptingdifferent

stancestowardsunderstandingconsumptionbehaviour.

Research in understanding the nature of human motivation for consumption

behaviourcanbeseenasbeingintwodistinctschoolsofthought.Thesearebasedon

thevaluesseen inproductsasoutlined.Therationalschoolsuggeststhatconsumers

are economic and act tomaximise the total utility of given scenarios (e.g. Bettman,

1979; Howard & Sheth, 1969). As such, consumers are seen to behave based on

objective criteria of price, performance and comparisons (Bhat & Reddy, 1998).

However, a growing number of researchers have noted that this school of thought

doesnotadequatelycapturethemotivationformedfromconsumers'emotionalwants

(Dichter, 1960; Hirschman& Holbrook, 1982; Holbrook, 1980a, 1980b; Holbrook &

Hirschman, 1982; Levy, 1959; Sheth, 1979). Consumption offers experiential and

symbolicvalue,drawingandfollowingfromthethreetypesofproductvalueoutlined.

Under this belief, Consumers use personal and subjective criteria such as taste and

desireforexpressiontoguidetheirconsumptiondecisions.Consumersaredrivenby

functional and utilitarian needs, as well as their motivations for the symbolic and

expressive(Bhat&Reddy,1998;Sirgy&Johar,1999).

Thefocusofthisstudyliesinthesymbolicvalueofsustainableproducts.Theareaof

sustainability is a modern science and as such, consumers have an uncertainty in

knowledge(Giddens,1991).Consumersarenotcertainofthevaluetheiractionshave

on the environment. Consumers raise questions of "who to believe" and "how to

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21

decide how to believe" (Macnaghten, 2003). As such, the choice to purchase

sustainable products is difficult to make under the rational school of thought.

Furthermore, other authorshavenoted that the rational andutilitarian consumer is

unlikely to be the basis for addressing sustainability (vanDam&Apeldoorn, 1996).

For these reasons, research in sustainable consumptionneeds tobedeveloped from

the symbolic and expressive perspective of consumer behaviour. This presents the

greatest potential to further the conceptualisation of sustainable consumption

presentedinSection2.2.1.

Consumer products have long been recognised as having the capacity to carry and

communicate cultural and symbolic meanings (Baudrillard, 1997; Douglas &

Isherwood, 1978; Featherstone, 1991; McCracken, 1986, 1988a; Sahlins, 1972).

Productscanbeusedtocreateculturalnotionsofself,demonstratesocialconnections

and acquire or sustain lifestyles (Douglas & Isherwood, 1978; McCracken, 1988a;

Prentice, 1987; Solomon, 1983, 1988). The symbolic meanings have long been

recognised in impactingconsumptionbehaviours(Levy,1959,1964;Solomon,1983;

Zaltman&Wallendorf,1979).Asyet,therehasbeennoempiricalinvestigation4ofthe

role of symbolic meanings in the context of sustainable products. Developing an

understandingofthesymbolicmeaningsofsustainablegoodsisvaluableinidentifying

whatsymbolicmeaningsconsumersdesireintheirconsumption.

Focusingonthesymbolicvalueofproducts isusefulbecauseconsumers'behaviours

towards products are largely based on the ascribed symbolic meanings (Kleine &

Kernan, 1991). For example, a magician's hat and a top hat share similar physical

properties.However,oneisusedforentertainmentandtheotherisahistoricalformal

headpiece.Thisdistinctionintheirusageisduetothesymbolicmeaningsthatareheld

intheproducts.Asithasbeennotedthatsymbolicmeaningsareoftendeterminantsof

a product's consumption (Solomon, 1983), it is valuable to explore the symbolic

meaningsofsustainableproductstodevelopunderstandingofwhyindividualsselect

these over non‐sustainable products. Researchers have understood the symbolic

meaning of products to impact consumption in differentways. This stems from the

differentconceptualisationofsymbolicmeaningthatresearchershavetaken.

4Tothebestoftheauthor'sknowledge.

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22

Oneoftheearliestconceptualisationsofsymbolicmeaninginconsumerresearchwas

intheworkofLevy.Levy(1959,p117)regardedproductsasbeing“symbolsforsale”.

Thesymbolicvalueofproductswassimplyanotherdimensionthatcomplementedthe

functional value. This conceptualisation focuses on uncovering the structures of

symbolicmeaning.Otherauthors, suchasMcCracken (1986,1988a) instead focused

on the transfers of symbolic meaning. Under his view, products serve a cultural

function through representing symbolic meanings that were previously abstract.

McCracken's(1986)focusonthetransferofsymbolicmeaningexplainshowproducts

cometoacquiresymbolicmeaning,aswellashowconsumersusesymbolicmeaning.

Products not only gain symbolic meaning from their physical attributes and

interpretation from society and culture, but also from the branding of the product

(McCracken, 1986; Mick & Buhl, 1992). The role and value of brands in imbuing

symbolicmeaningtoproductswillnowbediscussed.

2.3.2 Symbolic Value of Brands Products are images that are perceived by consumers as having symbolicmeanings

(Dolich, 1969). The symbolic meaning of products is also attached to individual

brands, and thus symbolic meaning is communicated through the use and

consumption of brands (Gottdeiner, 1985; McCracken, 1986). To understand the

symbolic meanings of a product, the role and influence of brand needs to be

acknowledged. This is because brands reflect the meanings that consumers see in

products (Keller, 1993).At itsmost basic level, the role of thebrand is to create an

image that differentiates a product offering from that of competitors (Dibb, Simkin,

Pride,&Ferrell,1997;Gardner&Levy,1955;Kotler,1997).

The process of branding differentiates products through changing the symbolic

meaningsoftheproduct.Forexample,theLevi'sbrandaddsnewsymbolicmeanings

ofqualityandhistoryto its jeansoverunbrandedproducts. ThisallowsLevi’s tobe

differentiated from other products and have symbolic value. Brands can imbue

symbolicmeaningbecausetheyassociateproductswithnewpersonalitydimensions

(Aaker&Schmitt,1997;McCracken,1986,1989;Plummer,2000)aswellasideasand

attributes (Gardner& Levy, 1955). The abstract qualities of a brand allow symbolic

and value‐expressive functions to the consumer (Shavitt, 1990). For example, the

Levi'sconsumercanexpresstheirtasteandstatusthroughwearingtheproduct.

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23

The product and brand are distinct from each other and are capable of undergoing

changeindependentofeachother(S.King,1973).Assuch,manufacturersusebrands

toimbuenewsymbolicmeaningforproductswithsimilarorthesameattributes.For

example, milk can be sold under the brand of Anchor or Home Brand, providing

differentiatedsymbolicmeaningyetretainingthesameproductqualities.Brandshave

significance in providing symbolic value through extending beyond the product's

utilitarianvalue.Thebrandisoftenseenasseparatefromthefunctionalproduct,yet

to thepeoplewhoconsume it, it is still just as real as theproduct itself (Kim,1990;

Meenaghan,1995).

Brandsdevelopsymbolicmeanings fromavarietyofsources.Theproductattributes

and benefits are a part of this symbolic meaning (Keller, 1993; Plummer, 2000).

Additionally, the symbolicmeanings of products are created from a combination of

brand management and society's interaction and interpretation of products and

brands (Underwood, 2003). This forms amore substantial contribution to symbolic

meaningthantheproduct’sattributesalone.Advertisingandmarketingcreatebeliefs

about what is desirable and acceptable (Belk, 1985). The practice of advertising

communicates the meaning of brands and products to society (Domzal & Kernan,

1992).Consumersuseadvertisingtodiscoverwhatthesymbolicmeaningsofbrands

are, through connecting aspects of the cultural world with products (McCracken,

1986). Advertising brings together the product and a widely accepted symbol of

meaning in such a way that the audience sees a similarity between the two. This

allowstheparticularsymbolicmeaningtobeapartofthebrand(McCracken,1990).

Theadvertisingsystemeducatesconsumersaboutproducts,andthisishowsymbolic

meaningsbecomeascribedtothem.Forexample, theproductofCoca‐Colacancarry

symbolic meanings of happiness and fun. The process of branding is the means of

attributionofsocialandsymbolicdimensionstoproducts(Davies,1992).

The brand concept management framework of Park et al. (1986) proposes that all

brandsshouldbebasedonabrandconceptinaccordancewithconsumers'functional,

experientialandsymbolicneeds.Theseneedsfollowthethreetypesofvalueseenin

productsasoutlinedintheprecedingsection.Parketal.(1986)viewtheconceptsof

symbolism and functionality as unilateral, thus brands are either considered as

functional or symbolic brands. Functional brands satisfy immediate and practical

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24

needs, while symbolic brands satisfy needs of self‐expression with their practical

usageonlybeing incidental.Forexample, in thecategoryofwriting instruments,Bic

wouldbeconsideredafunctionalbrandasitsprimaryvalueliesinbeingabletowrite.

Conversely,Montblancwouldbeconsideredasymbolicbrandbecauseof itsuseasa

statusappeal,withitsabilitytowriteonlyincidental.Parketal(1986)advisesthatthe

brand concept must be maintained and that brands must either be functional or

symbolic, but not both. However, other researchers have seen functionality and

symbolism to be more distinct (Bhat & Reddy, 1998). As such, brands are seen as

beingabletooperateonbothfunctionalandsymboliclevels.Thisresearchfollowsthis

belief inmaintaining thatwhile sustainable products and brands can have symbolic

value,theystillservefunctionalneeds.Somebrandsandproductcategoriesmayhave

heightenedsymbolicorfunctionalvalue,andthisisacknowledgedbythisstudywith

consideredselectioncriteriahighlightedinthemethodologychapter.

Brandsareimportanttoolsformanagingthesymbolicmeaningofbrands.Asbrands

are often regarded as a symbolic creation in itself, the management of symbolic

meaningneedstounderliemarketingstrategy(Brown,Kozinets,&Sherry,2003).The

symbolicmeaningsof brandshave implicationson consumerbehaviour.Brands can

be effective for motivating consumer choices because they impact on the affective

domain (Travis, 2000). Rational decision‐making becomes translated to emotional

preferences.Thissuggeststhatbrandscanbetoolsforshiftingconsumerattitudesto

moresustainableconsumption(Ottman,1993;Pickett‐Baker&Ozaki,2008;Pooley&

O'Connor,2000).Affectiveprocessinghasbeen shownelsewhere tobeakeymeans

for converting passive green consumers into sustainable consumption patterns

(Ottman, 1998; Pooley & O'Connor, 2000). Exploring consumers' consumption of a

brand of sustainable product presents ameans for understanding themotivators of

suchbehaviour. Consumersarenotnecessarily loyal to individualbrands,butwhat

thebrandsrepresenttotheconsumer.

"It is not to brands that consumers will be loyal, but to images and symbols,

especiallytoimagesandsymbolsthattheyproducewhiletheyconsume."(Firat&

Venkatesh,1995,p.251)

Brands are important sources of symbolicmeanings for products. Any investigation

that involves branded products must acknowledge that symbolic meanings are

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25

attributable to the process of branding. Sustainable products do have product

attributes that imbue some symbolic meaning, but the branding of sustainable

products grants far greater symbolicmeaning. Consumers see value in the symbolic

meaning of products as they can use them for their own means. These symbolic

meanings can help consumers to manage their self‐image and this will now be

overviewed.

2.3.3 Products as Self-Image Consumerproductshave longbeen consideredasbeingextensionsof the self (Belk,

1988;Dittmar, 1992; Sartre, 1943). Products canbeused to construct a consumer's

socialworld and then to define the consumer's place in it (Douglas, 1976). This is

because, as outlined in Section 2.3.1, products carry symbolicmeanings. Consumers

use these symbolicmeanings as ameans of creating, fostering and developing their

identities(Belk,1988;Elliott&Wattanasuwan,1998;Leigh&Gabel,1992;McCracken,

1988a; Solomon, 1983). These symbolic meanings allow individuals to express

themselvesandcommunicatewithothers(Dittmar,1992;Douglas&Isherwood,1978;

Gabriel&Lang,1995;McCracken,1988a;Wattanasuwan,2005).Assuch,consumers

choose products and brand with symbolic meanings that are perceived to be

congruentwith theirpersonality (Aaker,1999;Graeff,1996;Kassarjian,1971;Sirgy,

1982). Products can also serve as tangible linkages to family (Belk, 1988;

Csikszentmihalyi & Rochberg‐Halton, 1981; Muniz & O'Guinn, 2001) or past

experiences (Prentice, 1987; Wallendorf & Arnould, 1988). Understanding the

symbolicmeaningsofsustainableproductsisimportant,giventhat:

“Thecoreofman’s culturalactivity lies inhis capacity togeneratemeaning, to

communicate,totransmitandtoorderthosemeanings;itliesinthecreationofa

specificallysymboliclevelofexistence.”(Silverstone,1981,p.2)

The centrality of symbolic meaning in a person’s life indicates it is important to

consumers.Consumersvaluetheself‐imagefunctionofproducts.Theydeemproducts

assignificantbasedonwhatidentitiestheyenable,andhowimportanttheproductis

incontributingtoanoverallsenseofself(Kleine,Kleine,&Kernan,1993).Exploring

thissenseofselfallowsresearcherstounderstandthewayconsumersmakechoicesin

the context of symbolic meanings attached to brands (Onkvisit & Shaw, 1987).

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26

ConnollyandProthero (2003) suggest that if sustainable consumption is considered

as communication, it can be used in identity construction and could thus further

advancetheprospectofagreencommodityculture.AsindicatedintheSection2.2.2,a

shiftinconsumptioncultureisoftenseenaswhatisnecessarytoaddressconcernsof

sustainability.

A valuable startingpoint for understanding consumption culture is examining those

whohavealreadyshifted.Consumerswhoarealreadyusingsustainableproductshave

startedusingtheproductstobuildtheirself‐image.Thesymbolicvalueofproductsis

cultivated over time and stem from the "psychic energy" that is invested in them

(Rochberg‐Halton,1979).Consumerproductsareregardedaspartoftheselfasthey

haveemergedinpart,fromtheself(Belk,1988).Theactofpurchasingproductsisone

suchmeansofinvestingselfinproducts.Thesymbolicvalueofproductsisdrawnfrom

an individual’s consumption experiences associated with a particular product

(Holbrook, 1994; Holbrook & Hirschman, 1982). Consumption practices and rituals

areameansforconsumerstoascribeandtransfersymbolicmeaningfromproductsto

themselves (McCracken, 1986). Thus, consumption actions serve a role inmanaging

thesymbolicmeaningofconsumerproducts.Thefollowingsectionexaminestherole

ofconsumptionincreatingvaluefromthesymbolicmeaningsofproducts.

2.4 Meaning of Consumption The practice of consumption is an essential ritual of modern life (Wattanasuwan,

2005;Wright&Snow,1980).Ithasbeenassertedthattheactofconsumptionisnota

practice; rather it is a moment in almost every practice (Warde, 2005). As well as

serving its utilitarian function, acts of consumption are a means of developing and

managingthesymbolicmeaningofproducts.Exploringconsumptionactionsisuseful

asallmeaningiscreatedthroughactualexperiencesandinteractions(Blumer,1969;

Hirschman,1986).Thissectionreviewsknowledgearoundtheactofconsumptionin

building one's self‐image. This follows the conceptualisation of sustainable

consumptionprovidedinSection2.2.1.

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27

2.4.1 Self-Image Through Consumption Consumers are often highlighted as being active producers of symbolic meaning

throughtheirappropriationofproducts,asopposedtomerelybeingpassivereceivers

(Chevalier,1999;DeCerteau,1984;Money,2007;Storey,1999).They takesymbolic

meanings fromproductsandwork these into theconstructionof their selfand their

world (McCracken, 1986). Consumers achieve this through consumption of their

products.Thedesiretoconsumeisinpart,duetotheconsumer'sdesiretoconstruct

theirself‐image(e.g.Belk,1988;Richins,1994).

Theactofconsumptionisahighlysocialfunction,andassuchconsumptionbecomesa

languagethroughwhichpersonalvaluessuchasstatus,tasteandsocialrelationships

areexpressed(Bourdieu,1984;Douglas&Isherwood,1978;Schaefer&Crane,2005).

Consumptionisnotonlyforsendingmessages,itisalsousedtoreceivethemaswell

(Appadurai,1986).Actsofconsumptionaredeliberateactionsthatconsumersengage

in.Individualsareconsciousoftheinferencesdrawnfromtheproductstheyconsume

(Schaefer&Crane,2005).Consumptionactions thusservean importantroleas they

involvethecarefulselectionofproducts.Theactofconsumptionisaculturalstrategy

inwhichpeoplemakevisibletheirsocialandculturaldifferences(Dolan,2002).

Self‐image is no longer created through involvement in a moral community or in

occupation, and instead is seen as being formed in relation to one's consumption

(Bourdieu, 1984; Veblen, 1899/1998). Individuals seek symbolic meaning through

whatproductstheybuyanduse(DuGay,1996;Friedman,1994;Miller,1995).Thisis

because,asdemonstratedinSection2.3.1andSection2.3.2,productsandbrandscarry

symbolicmeaning.Inmoderntimes,thesymbolicmeaningofconsumptionisamajor

factor increatingandmaintainingone'sself‐image(Giddens,1991). Ithas longbeen

evidentthatindividualsuseconsumptiontoexpressthemselves(Prelinger,1959).In

fact,thedrivetocreateself‐imageisvirtuallyinseparablefromtheactofconsumption

itself(Elliott,1997;Gabriel&Lang,1995).

Utilisingatheoreticalframeworkthatconsidersthecreationandtransferofmeanings

within the consumption process will allow identification of why people consume

sustainableproductsovernon‐sustainableproducts.Totheauthor'sknowledgethere

hasbeennoexaminationofthesymbolicmeaningsinsustainableconsumerproducts

and how these may be transferred from the product to the individual's self‐image.

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Illuminatingwhatthesemeaningsareandwhathappenstothemarecriticalstepsin

understandingthemotivationsforpurchasingandusingthem.

Consumer researchers have previously been active in investigating how broader

culturalfactorssuchassocialsetting,massmedia,productsymbolism,culturalideals,

rituals, and traditions influence the consumption experiences of consumers (Belk,

Wallendorf,&Sherry,1989;Hirschman,1988;McCracken,1988a;Rook,1987;Scott,

1990; Thompson, Locander, & Pollio, 1990). However, there has not yet been an

investigation into the same cultural factors for the context of sustainable products.

Understanding themeaningofconsumptionandmeaningobtainedwhen individuals

consumeisvitalforachievingsustainableconsumption(Connolly&Prothero,2003).

Sustainableproductsmayhaveparticularideals,ritualsandtraditionsthatfeaturein

theactofconsumption.Thismeritsattention,asitistheseideals,ritualsandtraditions

thatmaydetermine andhighlightwhy they are consumedover otherproducts.Any

differencesbetweenbehaviourstowardssustainableversusnon‐sustainableproducts

may also give rise to differences in symbolic meaning. Consumption rituals are

importanttounderstandthesymbolicmeaningsinsustainableconsumerproductsas

they represent routine behaviour. As demonstrated in this section, the act of

consumptionhasimportantsymbolicqualities.Thus,ritualisedconsumptionservesto

continuouslydrawoutanysymbolicmeaningsofproductsoverextendedperiodsof

time.Thedistinctionoftheconsumptionritualanditsroleinthecreationofself‐image

willnowbediscussed.

2.4.2 Consumption Rituals Products are employed in their symbolic capacities to complete rituals (Solomon &

Anand, 1985) and ritualised behaviours. Although the notion of ritual may conjure

images of religious acts, this also includes rituals that are cultural (e.g. Valentine’s

Day), family (e.g. bedtime), and personal (e.g. household rituals) (Rook, 1985). The

understanding of ritual used in this study is drawn from the conceptualisation

providedbyTetreaultandKleine(1990).Theirworkprovidesadistinctionbetween

habit,ritualisedbehaviourandritual.Ritualisedbehaviourservesasthefocusofthis

studyasitbestreflectsthemeansinwhichconsumerstakesymbolicmeaningsfrom

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their products. The fundamental characteristics of ritualisedbehaviour versus ritual

areoutlinedinthefollowingtable.

Table2.1KeyCharacteristicsofRitualisedBehaviourandRitual5

RitualisedBehaviour

Ritual

• Gradualassimilation

• Mundanerepetitionacrosstimeand

place

• Privateenactment

• “Instantaneous"transition

• Bracketedintimeandspace,

repetitionovercycleoftime

• Publicenactment,requiringatleast

twoactors

Source:Adaptedfrom(Tetreault&Kleine,1990)

Rituals6 were noted over three decades ago to be a constant reinforcement of the

symbolicmeaning of products (Erikson, 1977, 1982). As rituals are repeated across

time,theyserveacentralroleindevelopingandmaintainingone'sself‐image.Rituals

allowconsumerstointeractwithproductsofcultureandinvestsymbolicmeaningin

them (Belk, 1988; McCracken, 1986). Individuals select products, and combine

meaningsinaprocessofexperimentation(Belk,1988;Wallendorf&Arnould,1988).

Individuals use rituals to continuously draw symbolicmeanings from products into

their self‐image (Munn, 1973;Turner, 1969).Rituals themselves can alsohave their

ownsymbolicmeaningstoo(D.Marshall,2005).

Consumer researchers have often suggested that consumption rituals have great

potential for conceptualising and interpreting aspects of consumption (Belk, 1979;

Kehret‐Ward, Johnson,&Louie, 1985;McCracken, 1986, 1988a;Rook&Levy, 1983;

Sherry, 1983; Solomon & Anand, 1985). Rituals are critical to furthering

understanding of consumer behaviour, as they involve the actual consumption of

products (Luna&Gupta, 2001). Even recent research (e.g. Larsen, Lawson,& Todd,

2010) continues to support the notion that consumption rituals reinforce symbolic

5Referoriginalpaper(Tetreault&Kleine,1990)forfulldiscussion.6 With the distinction noted, rituals are used through the remainder of this study to refer to

ritualisedbehaviour.

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consumption. The rituals of dancing to music and discussion of music helped to

associatethesymbolicmeaningsofmusictotheindividual’sself‐image(Larsen,etal.,

2010). Participants needed to perform such rituals to demonstrate ownership or

possessionof aparticularmusicalpreference.As such, LunaandGupta (2001)have

called for ongoing investigations of rituals, given their significance in driving

consumptionbehaviours.Thisisimportanttothecontextofsustainability,asSection

1.1 has shown that consumption behaviours are a major cause of environmental

degradationandwidersustainabilityissues.

In order to use rituals to investigate consumption behaviour, it first needs to be

understood as part of a theoretical framework. This is because there have been

differences in how researchers have used the notion of rituals to investigate issues.

Rook (1985, p. 252) defines rituals as a “type of expressive, symbolic activity

constructedofmultiplebehavioursthatoccurinafixed,episodicsequenceandtendto

berepeatedovertime”.Rook'sviewfocusesontheformthatritualstake.McCracken’s

(1986) view of rituals differs, in that he emphasises the goal of ritual behaviour.

According to McCracken (1986, p78) rituals are a “social action devoted to the

manipulation of cultural meaning for purposes of collective and individual

communicationandcategorisation”.Thisistheunderstandingofritualsthathasbeen

appliedinthisstudy.Itrecognisesthecentralityofsymbolicmeaningintheprocessof

consumptionashasbeenhighlighted in this chapter.Through considering rituals as

being beyond utilitarian and merely operational, the use of symbolic meanings in

building one's self‐image can be investigated. This will allow the sociological and

anthropologicalviewofsustainableconsumptiontobefurthered.

McCracken(1986)developedameaning‐basedframeworkthatexplainstheprocessof

symbolic meaning transfer. This is based on his beliefs about symbolic meaning as

being transferable as outlined in Section 2.3.1, and the role of rituals in self‐image

creation as outlined in this section. Rituals are seen byMcCracken as an important

partoftheprocessofmeaningtransfer,asindividualsneedtoclaim,exchange,carefor

and use products in order to appropriate the embodied meanings (Cheal, 1988;

McCracken, 1988a; Rook, 1985). McCracken’s (1986) model serves as a lens of

interpretationforthisstudy.Themodelwillnowbeoverviewedandexplainedinthe

followingsection.

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2.5 Model of Symbolic Meaning Transfer McCracken's (1986) model of symbolic meaning transfer is valuable as a lens of

interpretationtouncoverfindingsthatanswertheresearchobjective.Thepremiseof

themodel,itscomponentsandapplicationisoverviewedinthissection.Critiqueofthe

modelwillalsobeaddressed.Lastly,thevalueofusingthemodelwillbediscussed.

2.5.1 Premise of the Model McCracken'smodelwas developed on the understanding that consumers constantly

canvastheconsumerworldforproductswithusefulsymbolicmeanings(McCracken,

1988). The model examines the relationship between culture and consumption. It

embraces notions of symbolic meaning creation involving products, marketers,

consumersandrituals(McKechnie&Tynan,2006). Themodelofsymbolicmeaning

transferisreplicatedinFigure2.1.

Figure2.1ModelofSymbolicMeaningTransfer

Source:(McCracken,1986)

CulturalWorld

ConsumerProducts

IndividualConsumers

Advertising

system

Fashion

system

Possession

ritual

Grooming

ritual

Exchange

ritual

Divestment

ritual

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According to themodel, symbolicmeaning is located in three places. These are the

cultural world, consumer products and individual consumers (McCracken, 1986).

There are two points of transfer of symbolic meanings. Symbolic meanings are

transferred from the cultural world to product and also from product to consumer

(McCracken, 1986). Symbolic meaning is drawn from the cultural world and

transferred to consumer products. Then, symbolic meaning is drawn from the

consumer product and transferred to individual consumers. Various instruments of

meaningtransferenablethesemovements.

The cultural world supplies products with symbolic meaning. McCracken (1986)

identifiestheculturalworldasbeingtheoriginallocationofallsymbolicmeaning.The

cultural world supplies symbolic meaning to products through two instruments of

transfer. These instruments of transfer are the advertising and fashion systems.

Consumers recognise symbolicmeanings inproductsbecause theybecomeawareof

themthroughsystemsofadvertisingandfashion.

The vehicle of advertising andmarketing in creating symbolicmeaning has already

been detailed in the contents of Section 2.3.2. McCracken (1986) view follows the

perspective outlined as he conceptualises the advertising system as one of the

instruments of symbolicmeaning transfer. Advertising imbues symbolicmeaning to

products from the cultural world. Arnould, Price and Zinkham's (2004) modern

conceptualisationofMcCracken's advertising instrumentextends tootheraspectsof

marketingcommunications.

In the Eighteenth century, aesthetic and stylistic considerations began to take

precedence over utilitarian ones for some individuals, in what McCracken (1988a)

callsthegrowthofthefashionsystem.Statuswasredefinedandeversince,consumers

have used products to carry symbolic meanings. These symbolic meanings may

pertain to status or one's self‐image. The fashion system is the other instrument of

meaning transfer from the cultural world to product. Fashion connects the cultural

world with the product through establishing and reforming cultural categories and

principles. For example, the fashion system has developed traditions of rings being

used forweddings. Aswell as connecting existingmeanings, the fashion system can

invent new symbolic meanings. For example, uniforms develop new symbolic

meanings once beliefs form around the personality or characteristics of the people

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33

whowear them.The fashion system isdynamic in that it can changewhat symbolic

meaningsconsumersseeinproducts.

According to the model, these instruments of advertising and fashion are how

consumerproductscometoacquiresymbolicmeaning.Inthismodelandasillustrated

inSection2.4.1,consumersdrawsymbolicmeaningfromconsumerproductsandinto

their self‐image (McCracken, 1986). The model and the contents of Section 2.4.2

demonstrate that consumers achieve self‐image through engaging in rituals to

repeatedlydrawout thesymbolicmeaningsof theproducts theyselect.Asshownin

Section2.3.1examiningthesesymbolicmeaningsarevaluablebecausetheydetermine

whatconsumersdowiththeirproducts.McCracken(1986) identifies fourcategories

of consumption rituals that areused to transfer symbolicmeaning fromproducts to

consumers.Thesewillnowbediscussed.

2.5.2 McCracken's (1986) Rituals McCracken's formationof themodel's rituals is informedbyhis conceptualisationof

rituals that has been shown in Section 2.4.2. The four categories of consumption

rituals are possession, grooming, exchange and divestment. These categories are

describedinthissectionwithfurtherdetailandexamplesinTable2.2,overleaf.

Possession rituals allow consumers to "take ownership" of products (McCracken,

1988a).Possession rituals includehousewarmingparties, tryingonnewclothesand

mealtimes.Theyallowconsumerstoovercomethealienmeaningsofmass‐produced

productsandassimilatetheseintotheirlives(Campbell,2005).Itcanbeassimpleas

talkingaboutaproduct.

Groomingritualsfurtherreinforcesymbolicmeanings(McCracken,1988a).Theyrefer

totheactionsconsumerstaketomaintaintheperformanceorlifeofaproduct.These

includewashingacar,polishingfurnitureandtheironingofclothes.

Exchangeritualsrefertooccasionswhereconsumersexerciseinterpersonalinfluence.

Theyaresituationswhereconsumersinvolveothersinthelifeofaproduct.Thiscould

taketheformofabirthdaygiftorrecommendationonaproduct.

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Lastly,consumersengage indivestmentrituals,suchasrepairingandcleaning items

forsale(McCracken,1986).Theyrepresentwhatconsumersdowiththeproductafter

ithasbeenusedforitsutilityorfunction.

Table2.2InstrumentsofSymbolicMeaningTransferFromProducttoIndividual

Ritual Explanation Examplesof

Actions

Possession

Rituals

Ritualsinvolvingtheacquisitionofaproduct

thatinvolveclaiming"possession".Actionsare

attemptstodrawqualitiesfromtheproduct

thatarebestowedbyotherforces.The

productsformmarkersandmovethesymbolic

meaningsfromtheproductsandintoan

individuals’life.

Purchase

Display

Puttingaway

Reflectingonproduct

Comparisonofproducts

Discussingproduct

Personalisation

Grooming

Rituals

Ritualswheresymbolicmeaningisdrawnout

onarepeatedbasis.Thepurposeoftheritualis

toinsurethatpropertiesaredrawntolifein

thelifeoftheconsumer.Morepractically,itis

theuseoftheproductforitsintendedfunction.

Usingtheproduct

Productmaintenance

Cleaning

Repairing

Refilling

Divestment

Rituals

Theseritualsinvolveproductsbeingemptied

ofinvestedmeaning.Itisanimplicit

acknowledgementofthemobilequalityofthe

meaningwithwhichproductsareinvested.

Practically,itiswhatconsumersdowiththe

productonceithasbeenusedforitsfunction.

Cleaningpackaging

Disposal

De‐personalisation

Exchange

Rituals

Theseritualsareameansofexercising

interpersonalinfluence.Inactingasgift‐givers,

consumersaremadeagentsofsymbolic

meaningtransferthroughtheselective

distributionofproductswithspecific

properties.

Gifting

Recommendation

Source:AdaptedfromMcCracken(1986,pp.78‐80)

LiteratureReview

35

These consumer ritualsareexamined in this study. The following sectionconsiders

the critique and value of the model to justify and explain its choice as a lens of

interpretation.

2.5.3 Critique of McCracken (1986) This section reviews critique on McCracken's model of symbolic meaning transfer

(1986). It also considers how this study has addressed or mitigated the potential

limitationsofthemodelinservingasalensofinterpretation.

Thestructuralistperspectivethatinformsthemodelofsymbolicmeaningtransferhas

beensubjecttocriticism.Ithasbeenfeltthatthestructuralistperspectivesubscribes

totheviewthatthereisaone‐to‐onerelationshipbetweenproductsbeingconsumed

andtheirsymbolicmeaning(McKechnie&Tynan,2006).Assuch,themodelhasbeen

critiquedforbeingfocusedonaone‐flowofculturebetweenproductsandtheiruses

(Bradshaw,McDonagh,&Marshall, 2006;McKechnie&Tynan, 2006).This viewhas

beenseentominimisetheroleoftheconsumerinsimplybeingareceiver(DeBerry‐

Spence,2008).Thisunilateraltrajectorytransmittanceisseenbysomeresearchersas

themajorlimitationofthemodel(DeBerry‐Spence,2008).

While there has been some support for such a position on locations of symbolic

meaninganditsusebyconsumers(Appadurai,1986;Lunt&Livingstone,1992),there

has been criticism on the grounds that a two‐way process exists. The consumption

process as viewed is seen as less linear for other researchers. They state that the

consumer is more involved in their role of the construction of symbolic meaning

(Venkatesh&Meamber,2006).Anumberofacademicshaveidentifiedthatconsumers

playanactiveroleinlinkingtheproductandconsumptionmeanings(Kozinets,2001;

O'Donohoe&Tynan,1997).Consumersactivelyproducesymbolicmeaninginaddition

to being transferred the symbolic meaning through the advertising and fashion

systems(Schröder,2002;Scott,1993,1994;Tharp&Scott,1990).

Severalauthorshavedevelopedapproachesthatattempttoremedyandovercomethe

limitations identified.Kozinets(2001)presentsanalternativemodelofhowcultures

of consumption are produced through an interplay of individuals, subculture,wider

LiteratureReview

36

cultureandculturalproducerswithconsumer‐mediaarticulationsoccurringinamass

mediacultureofconsumption.Heviewstheconsumer,whichhereferstoasafan,as

beingdrivenbyanaffectiverelationshipwithentertainmentmedia.Itfeaturesaheavy

investment of self in cultural text that underscores the consumption practices.

However, themodel isnot suitable for this studyasKozinet'smodel ispremisedon

building foundations between simulation and reality. The entertainment andmedia

category is muchmore affective than the category of everyday consumption, so its

applicabilitytothisstudyandresearchobjectiveislimited.Furthermore,theresearch

objective of this study does not seek to understand how or where the symbolic

meaningsmayhaveoriginatedfrom.

This study avoids the identified limitations of the model of symbolic meanings

transfer, as themodel only serves as a lens of interpretation. Themodel is used to

provideapremiseandframeworkforunderstandingthatconsumersuseconsumption

rituals to draw symbolicmeaning and build their self‐image. Based on the research

objective, the entirety of the model is not used. Instead, the study focuses on a

particular aspect of themodel of symbolicmeaning transfer. This aspect lies in the

interaction only between product and consumer. This is further outlined in the

followingchapter.With this inmind, thestudy isnot intended tobeareplicationor

extensioninanyway.Thus, thestructural limitations identifiedbyotherauthorsare

notpresentinthisstudy.Thevalueofthemodelasalensofinterpretationwillnowbe

outlined.

2.5.4 Value of the Model According to Slater (1997) researchers need to contextualise consumer practices in

terms of social relations, structures, institutions and systems. Using McCracken’s

(1986) model as a lens of interpretation allows the examination of such ritual

practices in the processes of symbolic meaning transfer. It places the act of

consumptioninthecontextoftheculturalworldandtheconsumer.Thisisreflective

ofwhattheresearchobjectiveseekstoexplore.Themodel isalsoseenasastart for

development of an understanding that recognises symbolic meanings as being

pluralisticinnatureandinfluencedbyanumberofsources(DeBerry‐Spence,2008).

LiteratureReview

37

Themodel illustrates that products have symbolicmeanings that consumers use to

build their self‐image. It provides a basis for understanding themovement of these

symbolic meanings (DeBerry‐Spence, 2008). As illustrated in the contents of this

chapter, this model is reflective of the beliefs of many researchers in consumer

research, as well as the beliefs of the author. The model is valuable because it

demonstratesthatsymbolicmeaningsarecentraltotheconsumptionoftheproduct.

UsingthecategoriesofritualsthatMcCracken(1986)identifiedallowsaresearcherto

examine the fullbiographyofaproductcategoryand itsenvironment (seeKopytoff,

1986).Here, theproduct categorybeing explored is sustainable consumerproducts.

CreweandGregson(1998)havenotedthatresearchersdonotalwaysexamineactions

post‐purchase and as illustrated in Section 2.2.2, much of sustainable consumption

literaturehasfocusedonthepurchaseaction.Themodelofsymbolicmeaningtransfer

evidentlyincludesactionsandritualsthatliebeyondthepurchase.Thusitisvaluable

toapplythemodeltothecontextofsustainableproductstoexploreanaspectthathas

beenpreviouslyignored.

2.6 Chapter Summary This chapterhasprovidedanoverviewof literature thathasbeenused toguide the

decisions and assumptionsmade in this study. Sustainable consumption is a critical

and urgent area of knowledge to develop as it has major implications for the

environment, economies and all aspects of society. To address this issue, authors in

thisfieldhavecalledforaculturalshiftinattitudes,valuesandbehaviours.Inorderto

initiate this shift in culture, this study proposes understanding the current culture

behind sustainable consumer products. Products and their brands have long been

notedforpossessingsymbolicvalues.Thesesymbolicvaluesareinpart,whytheyare

consumed.Theactofconsumptionisameansoftransferringsymbolicmeaningtoan

individual’s self‐image. The work of McCracken (1986) models this process.

McCracken'sunderstandingofconsumptionritualsasinstrumentsofmeaningtransfer

hasbeenusedtoprovidealensofinterpretationforthisstudy.

38

3 Methodology

3.1 Introduction Thischapterstartsbyoutliningthepurposeofconductingtheresearch.Itprovidesan

overviewof the researcher's beliefs about knowledge andhow it is collected. These

have influenced the methodological decisions made in the study. The method of

collectingdata,theparticipantsinvolvedandthemeansofdataanalysisareexplained.

Thischapterprovidesadetailedaccountfortheresearchapproach.Establishmentof

thestudy'strustworthinessandethicalconsiderationsarealsodiscussed.

3.2 Research Purpose The aim of this research was to explore the symbolic meanings behind a brand of

sustainable products and how they are transferred to the consumers’ self‐image. It

soughttoidentifythemeaningsinherentinsustainableproductsthroughthespecific

consumption actions that individuals took. Themodel of symbolicmeaning transfer

(McCracken, 1986) overviewed in Section 2.5.1, has informed the study’s

understanding of this process. Understanding thesemeanings and how theymay or

may not be transferred will aid examination of why consumers are motivated to

consumesustainableproductsoverothers.

Thustheresearchquestionthatisthepurposeofthisstudyis:

What symbolic meanings did consumers take from sustainable products to

buildtheirself‐image?

McCracken's(1986)understandingofconsumptionritualsasoutlinedinSection2.5.2

wasused to identifyandcategorise theactions takenwith theproduct.The focusof

thisstudyasapartofthismodelishighlightedinFigure3.1.

Methodology

39

Figure3.1AreaExploredinThisStudy

Basedontheresearchobjective,thefocusofthestudyliesinthetransferofsymbolic

meaning from sustainable products to the self‐image of consumers. The model of

symbolic meanings transfer is useful as a lens of interpretation to identify the

symbolicmeaningsandunderstandhowconsumersusethem.

3.3 Epistemology An epistemology refers to a researcher’s stance on what constitutes acceptable

knowledge(Bryman&Bell,2007;Packer&Goicoechea,2000)and thenatureof the

relationshipbetweenresearcherandparticipant(Guba&Lincoln,1985,1994;Hudson

& Ozanne, 1988). The epistemological belief of this research is the view of

constructivism.

Constructivism assumes that knowledge is created through interactions, the

interpretations of behaviours and the social situations in which they occur (Adler,

1997;Berger&Luckmann,1966;Greene,1994).Basedontheresearchobjective,this

CulturalWorld

SustainableConsumerProducts

IndividualConsumers

Advertising

system

Fashion

system

Possession

ritual

Grooming

ritual

Exchange

ritual

Divestment

ritual

Focus

of

Study

Methodology

40

study seeks to examine consumers’ interpretations of the symbolic meanings of

sustainableproducts.Theseinterpretationsarecreatedthroughtheinteractionofthe

participantandtheresearcher(Hudson&Ozanne,1988;Guba&Lincoln,1994).The

researcher works with participants to facilitate their constructions on the subject

matter being studied (Guba & Lincoln, 1985). This human participation in the

constructionofknowledgeishighlightedinthefollowing:

"Theperspective of the observerandobject of observationare inseparable; the

natureofmeaning is relative, phenomenaare context­basedand theprocessof

knowledge and understanding is social, inductive, hermeneutical, and

qualitative."(Sexton,1997,p.8)

Developing knowledge is dependant on the interpretations created between

participant and researcher (Carson, Gilmore, Perry, & Gronhaug, 2001; Guba &

Lincoln, 1985). These interpretations are called constructs and providemeaning to

behavioursandcommunications.Theyarethemeansbywhichsubjectsofinterestcan

beexamined.

Constructivisminvolvesdevelopinganunderstandingofwhypeople interpret things

inparticularways.Undertheconstructivistview,howoneconstructsknowledgeisa

function of experiences, mental structures and beliefs. Individuals use these to

interpretproductsandevents.Assuch,constructsareuniquetoparticipants.This is

because participants have backgrounds and experiences that create their lens of

interpretation (Schwandt, 2000). Similarly, the background and experiences of the

researcherarealsoan influenceonhowconstructsare interpreted(Guba&Lincoln,

1985, 1994; Hudson & Ozanne, 1988). As a result, there can be multiple realities,

whicharecreatedinthecontextofeachindividual(Hudson&Ozanne,1988).Oneof

these realities is that of the researchers’ when they themselves interpret the

constructionsofparticipants(Schwandt,2000).

Giventhatmultiplerealitiesexistinconstructivism,thereisnoonetruth.Instead,the

aimofthisperspectiveistogenerateaconsensusoftheparticipants'constructs.The

researcherneedstounderstandthesimilaritiesanddifferencesofconstructions.This

allows the researcher to become more aware of the context and meaning of

constructions (Anderson, 1986; Guba & Lincoln, 1994; Peter, 1992; Peter & Olson,

Methodology

41

1989).Theresearchergainsaconsensusofmultiplerealities throughcomparingthe

representations of different individuals. Ultimately, this will create a general

worldview of that group of individuals regarding the subject studied (Hudson &

Ozanne,1988;J.Smith,1989).

Constructivism is in line with the beliefs around the model of symbolic meaning

transfer (1986) that is used in this study as a lens of interpretation. As already

explained in Section 2.4.1, the actions of consumption can have symbolic functions

attached to them. This is because products have symbolic meanings. However, for

symbolicmeaning tobeassigned toactions itmustbeagreeduponbyactors in the

environment. Therefore, in order to research the symbolicmeaningof products, the

researcher needs to use the interpretive understanding of the peoplewho consume

them.Constructivismisaviewthatpermitsthisinterpretiveunderstandingtooccur.

Constructivism is suitable for achieving the research objective as it recognises that

individuals construct their own interpretation of reality. Different people will see

differentsymbolicmeaningsinthesamesustainableproducts.Furthermore,different

individuals will desire a different self‐image. Constructivism presents criteria for

coming to a consensus on an agreed view of what symbolic meanings sustainable

productspossess,andwhatrolethishasinthecreationofself‐image.Thiswillallow

theobjectiveoftheresearchtobefulfilled.

3.4 Theoretical Perspective Atheoreticalperspectiveguides thechoiceofmethodologyandhelps tocreate their

selectioncriteria (Crotty,1998).Theaboveassumptionsof constructivismhave lead

to a theoretical perspective based on hermeneutical beliefs. Hermeneutics has been

previously outlined tobe compatiblewith constructivism (Guba&Lincoln, 1985). It

allows for the interaction of participant and researcher that is needed to achieve a

consensusamongthefindings.

Hermeneutic philosophy is concerned with the interpretation of understanding

(Bernstein, 1983; Bleicher, 1980). Hermeneutics was originally developed to help

explain how researchers interpret text written in historical eras (Gadamer,

1960/1998).Gadamer’s(1975)propositionwasthattheinterpretercannotputaside

Methodology

42

their frame of reference, norwould the interpreter everwant to. The researcher is

seen as serving an active role in the collection and interpretation of data. The

researcher'sbackgroundservesasaframeofreferencetosupporttheinterpretation

of constructions (Thompson, Pollio, & Locander, 1994). This background and

knowledge is referred to as pre‐understanding (Arnold & Fischer, 1994; Gadamer,

1960/1998).

Pre‐understandingcanbeevident in formssuchasbeliefs,practices,metaphorsand

rituals.Theresearchermayhavepre‐conceivednotionsaboutthesubjectmatterbeing

studied. Pre‐understanding exists prior to interpretation because the researcher is

alreadyapartoftheparticipants’andsubjectmatter'sworld.Theymayhaveacquired

or developed knowledge through their personal experiences or studies as a

researcher. Pre‐understanding supports the interpretation of constructions through

providing a referencepoint bywhich the research can assess differences in opinion

(Arnold&Fischer,1994).

Hermeneutics also sees constructions as different for each individual due to the

individual’s own background and experience. The personal histories of consumers

frames their perception in meaning systems (Holt, 1997; Thompson, et al., 1994).

Hermeneutics views constructions as social in that they are realised and created

throughsocialinteraction.Assuch,hermeneuticaltechniquesallowfortheinteraction

betweenresearcherandparticipanttocreateaconsensusamongthefindings.These

beliefsare sharedby theviewof constructivismasoutlined inSection3.3.Reaching

this consensus is necessary to generate the findingsof theworldview thatwill fulfil

theresearchobjective.

The focus of hermeneutic research is to highlight an “unspoken” background of

socially shared meaning which individuals use to interpret experiences (Dreyfus &

Rabinow, 1982;Thompson, et al., 1994).Hermeneutics stresses that language is the

means in which understanding occurs (Gadamer, 1960/1998). Language is seen as

communicatingaperson’sconstructiononsubjectmatter(Arnold&Fischer,1994;M.

W. Johnson, 1987; Rorty, 1979; Winograd & Flores, 1987). Language links the

constructionwith itsmeaning (Arnold & Fischer, 1994). As such, language aids the

researcher in obtaining a deeper understanding of an individual's constructions.

Hermeneutic philosophy supports the achievement of the research objective as it

Methodology

43

recognises thatmeaning is interpreted from the cultural andhistorical context from

whichitistaken.

The hermeneutic circle is a central concept to hermeneutic philosophy. The

hermeneuticcircle is thebelief that theunderstandingof constructions isdeveloped

through pre‐understanding and an iterative process of understanding text. The

meaningof thewhole text isdeterminedby individual elementsof the text andvice

versa (Bernstein, 1983; Crotty, 1998). The hermeneutic circle aims to produce an

understanding that is freeofcontradictions through its iterativeprocess. It supports

the issueofobjectivity, becausea researcher cannot ignorea recurring construction

frommultipleparticipants(Arnold&Fischer,1994).

Hermeneutics is suitable for this study as it allows for the understanding of

constructions and recognises that meanings are communicated through language.

Consumerswilluselanguageasameansofarticulatingwhatsymbolicmeaningsthey

seeinsustainableproducts.Consumptionstoriesareanimportantsourceofinsightin

highlightingthesymbolicmeaningsformedthoughsocialandhistoricalrelationships

(Laverty, 2003; Thompson, 1997). Hermeneutics focuses on illuminating seemingly

trivial aspects of experiences to create meaning and understanding (Wilson &

Hutchinson, 1991). As such, hermeneutic philosophy is suitable in allowing the

interpretationoflanguageandconstructionsofmeanings.Thiswillallowtheresearch

objectivetobeanswered.

3.5 Methodology Methodologyisthewayinwhichtheresearcherbelievestheycangoaboutfindingthe

reality and knowledge they think can be found (Guba & Lincoln, 1985, 1994). It

informs the design and approach about methods being used (Crotty, 1998). This

includeswhatcontextsarestudiedandhowdataiscollectedandanalysed(Silverman,

2006). The methodology used in this research, which align with the researcher's

epistemologyandtheoreticalperspective,issemi‐structuredin‐depthinterviews.

The selection of semi‐structured in‐depth interviews followed the beliefs of the

researcher. As outlined in Section 3.3, constructivism sees knowledge as created

through the social interactionbetween researcherandparticipant,while Section3.4

Methodology

44

explainedthathermeneuticphilosophyseeslanguageastheforminwhichmeanings

are communicated. The in‐depth interview emerges as a methodology that is in

congruencewiththesebeliefsandallowstheresearchobjectivetobeachieved. The

researchobjective is concernedwith the symbolicmeaningsof sustainableproducts

and their use in building an individual's self‐image. The in‐depth interview allows

consumers to provide consumption stories thatwill generate findings that fulfil the

objective of the study. Furthermore, the in‐depth interview is suitable when the

research objective or question is clear (Taylor & Bogdan, 1988). It allows for the

probing of issues that help participants to recall decision‐making processes and

communicateit(Sampson,1996).

Theaimofthein‐depthinterviewistoprovideadeeperunderstandingofconsumers’

experiences and feelings. In the same belief as Thompson and Haytko (1997) the

primary objective of the interview lies in allowing each participant to articulate the

networksofmeaningsthatconstitutetheirpersonalisedunderstandingofthesubject

matter.The in‐depth interviewallows the researcher toenter theperspectiveof the

participant(Patton,1990).Ininterviews,dialogueisseenasacollaborationbetween

the interviewer and participant (Holstein & Gubrium, 2004; Silverman, 2006;

Wimpenny & Gass, 2000). This follows the perspective of constructivism that has

informedthisstudy.Thecollaborationallowsinterviewstobeparticipant‐ledtosome

degree(Bryman&Bell,2007).

The semi‐structured in‐depth interview in this study used an indicative question

framework,withfurtherquestionsbeingformulatedinconcertwiththeparticipants'

responses.Thepurposeoffurtherquestioningwastoexpanddescriptionsofspecific

experiences. As noted by McCracken (1988b) the success of the interview lies in

drawingouttheparticipantintherightmannerattherighttime.Probesandfollow‐up

questionswereinformedbytheinterviewers'7familiarityoftheresearchandinsights

gainedintheinterviewprocess.Thisfollowstheconceptofpre‐understandingthatis

discussedinSection3.4asakeybeliefofhermeneuticphilosophy.

The qualitative interview is seen as being particularly valuable in accessing

consumers'attitudesandvalues(Byrne,2004).Inholdingaconstructivistperspective,

theinterviewerandtheintervieweeareseenasbeingactivelyengagedinconstructing7Theresearcherwastheinterviewerinallcases.

Methodology

45

theirsocialworldsandreality(Silverman,2006).The interviewbecomesameansof

contemporary storytelling, where consumers provide accounts in response to

inquiries(Gubrium&Holstein,1998).Therelevanceofthein‐depthinterviewisthat

theywill enable a greater understanding of sustainable consumption behaviour and

thesymbolicmeaningsofsustainableproducts.Thiswillrevealfindingsthatrelateto

thestudy'sresearchobjective.

3.6 Method Methodsarethespecifictechniquesandproceduresofconductingresearch(Madison,

1988;Silverman,2006).Theyarethemeansofgatheringresponsesfromparticipants

(Crotty, 1998). This section details the process thatwas undertaken to collect data,

andthemeansofdataanalysis.Thesourceofdataforthisresearchwasprovidedfrom

in‐depthinterviewswithconsumersofaparticularbrandandcategoryofsustainable

consumerproducts.Thedevelopmentofthestudy’sselectioncriteriawillbeoutlined,

withtheselectionexplained.

3.6.1 Development of Selection Criteria Selection criteria in this studywere used to determine the category of product and

brandthatwouldservethefocusofthisstudy.Theselectioncriterionwasdeveloped

from the conceptualisation of sustainability and consumption ritual provided in

Section2.2.1andSection2.4.2respectively,aswellastheresearchobjective.PerTable

2.1inSection2.4.2thekeycharacteristicsoftheconsumptionbehaviourexaminedis

mundane repetition over time and wholly private enactment. Furthermore, as this

study is intended to address issues of sustainability, the products selected need to

alignwiththeconceptualisationofsustainableproductsprovidedinSection2.2.1.

Variouscategoriesofproductswereassessedinrelationtotheseselectioncriteriaby

the researcher and research supervisor. Categories of food and fashion were

considered, but as their enactment is not consistentlyprivate theydidnotmeet the

selection criteria. Ultimately, the category of household cleaning and body care

products was selected for the focus of this study. The use of these products is

inconspicuous,private and repeatedover time.As theyarenotdesigned tobe seen,

their role inbuildingself‐image isalsoseenasoccurringwithinan intenselyprivate

Methodology

46

sphere (M. L. Smith, 2007). This means the category is useful in answering the

research objective, which focuses on the transfer of self‐image from product to

consumerandnotfromanyotheractorsoraspectsoftheculturalworld.Thisfollows

thefocusofthestudyasindicatedearlierinSection3.2.

Household cleaning and body care products form part of the FMCG (fast moving

consumer goods) sector. The FMCG sector is categorised by short‐life, regular

purchases (Neal,Quester,&Hawkins, 2006)making it a critical area for sustainable

consumption. The FMCG sector is widely recognised as being one of the most

developed in sustainable consumption in having the most established range of

sustainableoptions(McDonald,Oates,Thyne,Alevizou,&McMorland,2009).Assuch,

thehouseholdcleaningandbodycarecategorypresentedanumberofsustainability

orenvironmentallyfocusedproductsandbrands.AsexplainedinSectionin2.3.2,the

brandingoftheproductisanimportantinfluenceonitsheldsymbolicmeanings.This

research intended to focusona singlebrandof sustainableproduct tominimise the

differencesinsymbolicmeaningoccurringfromdifferentbranding.

ThebrandofproductsselectedforthisstudywasEcostoreproducts8.Background9to

thecompany,brandandrationaleforitsselectionwillnowbeoutlinedtoillustrateits

fulfilmentoftheselectioncriteria.

Ecostore Company Limited10 is a New Zealand‐basedmanufacturer, distributor and

retailer of sustainable household and body care products (Ecostore, 2010). The

companypromotes theuseof safer,healthierplantandmineralbasedproducts that

contain no “unnecessary” chemicals (Ecostore, 2010). As a player in the household

cleaning products industry, they remain very small, but have grown rapidly since

gainingaccesstothesupermarketsector(Harris,2007).TheNewZealandmarketfor

laundry powders alone is estimated to be worth approximately $300 million per

annum,but in2004,Ecostorewasestimatedtohavetakenlessthan0.01percentof

marketshare(Rands,ascitedinHarris,2007).Theproductsarenotedtooccupythe

highest price quartile of products and the public do perceive the products as being

8AfulloverviewofproductswiththeEcostorebrandisprovidedinAppendix7.1.9AmoredetailedbusinessdescriptionandbackgroundisprovidedinAppendix7.2.10HereinreferredtoasEcostore,denotingboththebrandandproducts.

Methodology

47

moreexpensive(Harris,2007).Ecostorerespondstothisbymaintainingtheirslogan

of“alittlegoesalongway”(Ecostore,2010).

Ecostore was selected as it represented a collection of products that were a

sustainable alternative, compared to other products in the household cleaning and

body care category. There are a number of product attributes across the Ecostore

rangesthat justify itsclassificationasamoresustainablealternative infollowingthe

conceptualisationprovidedinSection2.2.1.ThesearedetailedinTable3.1overleaf:

Table3.1JustificationofEcostoreasaSustainableConsumerProduct

ManufacturerClaim11

Plantand/ormineralbasedproducts.

No"nasty"chemicals(specifiedastriclosan,petrochemicals,opticalwhiteners,synthetic

perfumes,syntheticdyes,sodiumlaurylsulphate,addedphosphates,chlorinebleach,

ammonia,triethanolamine,monoethanolamine,parabens,propyleneglycol,nonylphenol

ethnozylates).GE‐productfree.

Saferingredientsprocuredfromrenewableresourceswheneverpossible.

Formulatedtobebetterforconsumerhealth,saferfortheenvironment.

Meetthehighestenvironmentalstandards.

Packagingisrecyclable,bottlesmadeofHighDensityPolyethylene;cardboardboxes

madeofmostlyrecycledmaterials.

Notanimaltested(accreditedby"ChooseCrueltyFree").

Noenzymesinlaundryproducts.

MemberoftheRSPO(RoundtablefortheSustainableProductionofPalmOil).

NewZealand‐basedcompany.Mostproductsmanufacturedlocally.

GreenTick12.

FactoryhasDiamondEnviromarkandisISO14001.

Optiontobuybulkvolumes(atonlineorretailstore).Optiontorefillproducts(atretail

storelocation).

Assessmentprocessesincorporatingenvironmentandsustainabilityaspects.

Source:(Ecostore,2010)

11Self‐declaredunlessotherwisespecified.12SustainabilitycertificationsystemusedinAustraliaandNewZealand(seeHarris,2007).

Methodology

48

Ecostorewas one of the first “eco‐brands” in theNewZealand FMCGmarket and is

widely recognised through its national distribution through all major supermarket

retailers.TheEcostorebrandcoversawiderangeofdifferentproducts,whichwould

aidcollectionofdataacrossanumberofproducttypes.Ecostoreisabrandthatdoes

not function under a pre‐existing parent company, which is less common in the

supermarket FMCG category. Ecostore formed the focus in the study’s collection of

data.Theresearchutilisedin‐depthinterviewsthatfocusedonconsumer'sexperience

of the purchase and use of Ecostore products. The development of the in‐depth

interviewsisoutlinedinthenextsection.

3.6.2 Development of Interview Basedontheresearchobjectives,aninterviewguide13containingindicativeresearch

questionswas drafted. Themodel of symbolicmeaning transfer (McCracken, 1986)

identifies the types of consumption actions that facilitate transfer to self‐image and

these informed the questions to be included. There was at least one question

pertaining to each type of ritual, aswell as further questions, to help to provide an

understanding of the participants’ context. The full list of draft questions was

discussedwiththeresearchsupervisorwhoprovidedfeedbackandsuggestions.

3.6.3 Pre-Testing of Interview The pre‐testing of the interview was carried out at multiple levels. Firstly, the

researcher drafted questions and these were discussed and tested on the research

supervisor. Upon feedback and results, the interview guide was adjusted. The

interviewwasthentestedonapostgraduatestudentandageneralconsumer.These

different levels allowed for changes and refinements to ensure that the interview

questionswereeffectiveinelicitingdiscussionandallowedforpotentialissuessuchas

theleveloffatiguetobeaddressedbeforeoccurring.

The questionswere refined to ensure that theywere in an appropriate format, in a

logicalorderandthat theywerecleartoparticipants.Pertheresearchobjective, the

questionsweretoallowparticipantstodiscussthesymbolicmeaningsofthebrandof13InterviewguidesuppliedinAppendix7.3.

Methodology

49

sustainableproductsandhowtheymayhaveusedthesetobuildtheirself‐image.The

pre‐testing of the interview also allowed the researcher to practice and refine his

interviewtechnique.

3.6.4 Participants IndividualswererequiredtohavepurchasedandusedEcostoreproducts inthepast

toparticipateinthisresearch.Thiswasnecessarybecausetheresearchobjectivecalls

forpeoplewhohavealreadyhadexperiencesinconsumingtheproduct.Assuch,the

interviewquestionsfocusedonpersonalusageoftheproducts.ConsumersofEcostore

products were valuable to explore as they hold expert opinion on the product and

brand through their lived experiences. Following the constructivist beliefs of the

researcher explained in Section 3.3, actual experienceswith Ecostore products help

participants to construct knowledge, as their background serves as a lens of

interpretation. The premise of themodel of symbolicmeaning transfer (McCracken,

1986)providedinSection2.5.1seessymbolicmeaningsascreatedintheinteraction

betweenproductandconsumer.Inordertoinvestigatewhatthesymbolicmeaningis,

theinteractionneedstohavealreadytakenplace.Thisfollowsmuchotherconsumer

research that has explored symbolic meanings of brands through the actual

experiencesofpeoplewhohaveconsumedthem(e.g.StarTrekfansinKozinets,2001;

Harley‐DavisonownersinSchembri,2009).Ratherthansimplyprovideabiographyof

these consumers, these studies have uncovered the nature and meaning of the

consumption. Themeaning of consuming these productswas relevant to all people,

includingpeoplewhowerenotcurrentStarTrekorHarley‐Davisonconsumers.Thus,

studying the consumptionofEcostore consumers is ameansof understandingwhat

anypersonmaygainfromusingEcostoreproducts.

Thefrequencyandhistoryofparticipant'sEcostoreconsumptiondiddiffer,withsome

being frequentand loyalpurchasers,whilstothersbeingmoreoccasional.Under the

constructivistviewexplained inSection3.3,allperspectivesonrealitywereofvalue

(Guba & Lincoln, 1994). Variation in participants' consumption history and

personalityimpactedonthelengthoftheinterview,whichvariedfrom30minutesto

overonehour.

Methodology

50

Participants were recruited through personal networks of the interviewer due to

convenience. The nature and purpose of the researchwas verbalised in person and

electronically. Prospective participants were provided an information sheet14

outliningthefocusoftheresearch.Theywereinvitedtoforwardtheinformationsheet

tootherswhotheythoughtmighthavebeeninterestedinparticipating.Thesampleis

suitable for the study as purposive sampling is generally used in research of a

qualitativenature(Miles&Huberman,1994).Additionalparticipantswererecruited

atthesiteoftheEcostoreretailstorewithpermissionofthecompany.Shopperswere

advised of the nature of the research and asked if they would be interested in

participating. Contact details were obtainedwith a time for the interview arranged

witheachparticipant.

Overall, seven participants were interviewed in this research project. Denzin and

Lincoln (1998)maintain that six participants is more than adequate for qualitative

interviews.Participants ranged inagegroup from theirmid‐twenties to forties.This

group has been previously noted as being more sensitive to environmental issues

(Diamantopoulos,etal.,2003).Intakingaconstructivistbelief,theresearchdoesnot

claim to be generalisable to the wider population, but only representative of the

populationstudied(Hudson&Ozanne,1988;J.Smith,1989).

3.6.5 Data Collection In‐depthinterviewswereconductedin‐person.Theinterviewercontactedindividuals

whoagreedtoparticipateandarrangedatimeandlocationtomeet.Interviewswere

heldinaprivateoffice.AsadvisedbyMcCracken(1988)andThompsonetal.(1989)

theinterviewersoughttocreateanatmosphereinwhichparticipantsfeltateaseand

comfortable in expressing their feelings and discussing their experiences and

perceptions. An atmosphere of trust between interviewer and participant is

important, as it is a conditionof reciprocal disclosure (Oakley, 1981). Informing the

participant of the aim and nature of the research created this trust. This was done

through verbal communication prior to the interview and in the participant

informationsheet.

14ParticipantinformationsheetsuppliedinAppendix7.4.

Methodology

51

Participants were asked to bring an Ecostore product of their choosing to the

interview,whichwasgenerallydone.Theintervieweralsoprovidedsomeproductsfor

display.Thepresenceoftheproductinquestionwouldallowtheinterviewtobemore

focused, as well as allowing participants to interact with the product. Having the

packaging present aided the participants in recalling their experiences with the

product.

At the start of each interview, the researcher introduced himself and outlined the

structure of the session. Participantswere encouraged to provide asmuch detail as

possiblewhen answering. Participantswere asked to sign a consent form15 prior to

the commencement of the interview. Opening questions were designed to keep

dialogueinanopen‐endedmanner.Doingsoallowedandencouragedparticipantsto

offertheirowndefinitionsofactivitiesandideas(Silverman,2006).Thisisimportant

as language can alter and communicate the subjectivity of one's reality (Harmon,

1990). As such, the interview reflected the language used by participants where

possible. For example, some of the participants used the term “eco”, with others

tendingtouse“green”whendescribingtheproductconcerned.Thelanguageusedby

participants was reflected in the researcher's responses and phrasing of questions.

Thisfollowsthebeliefsaroundlanguagethatisapartofhermeneuticsasoutlinedin

Section3.4.

Interviews followed general guidelines across conducting interviews (Armstrong,

1985; Carson, et al., 2001). This includes the use of encouragers to signal

understanding,maintainingeyecontact,useofappropriategestures,andutilisingthe

active listening technique. The researcher attempted to avoid any academic

terminology, allowing the participant to guide the order of topics, and avoid

interrupting an answer. As per McCracken's (1988b) recommendation, the

interviewer attempted to portray himself as accepting and curious, being prepared

andeagertolistentotheirtestimonywithinterest.

Grand tour questions were used throughout the interview to encourage the

participant to share information with minimal prompting. These are described as

general, open‐ended inquiries (J. Johnson &Weller, 2002). An example of this is in

asking a participant to describe their first purchase of an Ecostore product.15ParticipantconsentformsuppliedinAppendix7.5.

Methodology

52

Participants were encouraged to elaborate on their stories and habits of using the

products (Thompson, Locander, & Pollio, 1989). The interview guide served as a

foundation for conducting the interviews. In practice, the interviews were adjusted

based on the individual participant. For example, the responses of participantsmay

havemeant some areas of interestwere addressed earlier or later in the interview.

This naturally resulted in different ordering across participants' conversations.

Further, some areas were more relevant to some participants, so attention was

appliedtothetoneandemotionbehindparticipants'responses.Questionswerealso

developedwhereitwasfeltthatthetopicofinterestwasmorepertinentorrelevantto

theparticipant.

Theinterviewswerecharacterisedbyaconversationalqualityinwhichtheparticipant

largely set the courseof thedialogue.Thiswas to ensure that theparticipant felt at

ease inansweringandthatdiscussiondidnotbecometootechnical.Theinterviewer

focused questioning on aspects of the experiences being described. Where

conversation moved off‐topic, or areas that were not relevant to the research

objectives, the interviewer moved conversation to the next question from the

interview guide. The semi‐structure improved data collection through allowing

people to reflect on their own behaviour. It has been previously noted that people

oftenshiftperspectivesafterexamininganissue(Warren,2002).Thiswasevidentin

data collection as several participants noted that they were not as “green” as they

would like to be upon later reflection. Noteswere only takenminimally during the

interview tomonitor conversationsubjectsandorient conversation.Thiswasaimed

to encourage participants to feel comfortable and converse in as close as informal

manneraspernormalconversation.

Concluding the interview, participants were supplied with the researchers’ contact

details. They had the option fromwithdrawing from the research up to onemonth

after the interview by contacting the researcher. The consent form provided an

opportunity forparticipants to receiveasummaryof the findingsbysupplying their

contactdetails.Interviewswereaudiotapedwiththeconsentoftheparticipantsand

transcribedverbatimbytheinterviewerwithintwodaysofconductingtheinterview.

The researcher transcribed the interviews into a word processing format. This

process allowed the researcher to develop a strong familiarity with the data.

Familiarityallowsamore thoroughexaminationofdialogueandgreateraccuracy in

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53

analysis(Bird,2005;Heritage,1984;Reissman,1993).Inagreeingwiththebeliefsof

hermeneutics, transcribing after interviewswould enable reflection, impacting later

interviewsandtheformationofunderstandingofthesubjectmatterbeingstudied.

Pseudonyms were used to replace participants’ names in interview transcripts to

ensure anonymity and satisfy ethics responsibilities. In keeping with the

hermeneutical techniqueoutlined in Section3.4, transcriptswere reviewedmultiple

times.Thisallowedreflectiononwhatareasshouldbeprobedinlaterinterviewsand

development of an understanding of the whole. The review of data aided the

recognitionofthemes,whichwereemergingandrepeating.

3.7 Data Analysis Datawas analysed byway of thematic analysis. Thematic analysis is defined as the

search for themes that are important from a description of any particular

phenomenon (Daly,Kellehear,&Gliksmann,1997). Identificationof themes involves

carefulreadingandre‐readingofdata(Rice&Ezzy,1999).Thematicanalysisinvolves

aformofpatternrecognitionindata,withthemesbecomingthecategoriesforanalysis

(Fereday&Muir‐Cochrane,2006).Thematicanalysisisanappropriatemeansofdata

analysis as the research intends to see patterns across a number of individuals and

theirexperienceswithEcostoreproducts.Thisallowsaworldwideviewasoutlinedin

Section 3.3 to be understood, fulfilling the objective of the research. The process of

conductingthethematicanalysisisoutlinedinTable3.2overleaf:

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54

Table3.2StagesofConductingThematicAnalysis

Stage Features Description

One

Memotaking

(Field&Morse,

1985)

Notesweretakenduringandafterinterviewsaboutpotential

waysofcategorisingthedata.Interviewsweretranscribed.

Two

Becoming

immersedin

data

Initialreadingofeachtranscriptindividuallyandnoting

initialideas.

ThreeOpencoding

(Berg,1989)

Alltranscriptswerereadtogetherwithcodesfreely

generated.Dataforeachcodewascollated.

FourCategory

“collapsing”

Thelistofcategorieswasreducedthroughsub‐groupingof

broadercategories.Datarelevanttoeachpotentialtheme

wascompiled.

Five Codingfeedback

Feedbackwassoughtfromtheresearchsupervisortoguard

againstbiasandensuretextunitswereaccurate

representationsoftheassignedtheme.

Six Re‐reading

Re‐readingtranscriptsandtestingfinallistofcategories.

Confirmingifitworkswithincodedextractsandentiredata

set.

Seven Coding Alltranscriptscodedbasedonfinalcategories.

Eight CompilingSectionsofinterviewswereaggregatedbasedonthesame

code(maintainingcontext).

NineReviewing

themesAspectsofeachthemeweredefined,namedandrefined.

Ten Writingup

Theresearcherselectedexamplestooffercommentaryto

linkexamples.Finalanalysisofdataandlinkbackto

researchobjective.

Eleven Linktoliterature

Researcherlinkedcommentarytocurrentliterature,to

interpretpatterns,summarisethematicnetworksandstate

keyimplications.

Adaptedfrom(Attride‐Stirling,2001;Braun&Clarke,2006;Burnard,1991)

The interpretation followed the concept of the hermeneutic circle, as overviewed in

Section3.4(Thompson,etal.,1994).Thismeansthatinpracticalterms,thisentailed

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55

aniterativeprocessofreading,documentingandsystemisingtheinterviewtranscripts

(Thompson, 1996). The data was analysed through the researcher developing a

holisticunderstandingof each transcriptby reading it andnoting similarities across

the analysed transcripts (see Hirschman, 1992; Thompson & Haytko, 1997;

Thompson,etal.,1989).Throughthisprocessearlierreadingswillinformlatterones,

and reciprocally, later readings would allow for the recognition and exploration of

emergent patterns (Thompson&Haytko, 1997). The researcher attempted tomake

meaningofthedatainidentifyingthekeythemesandpatternsthatemerged.Notions

weredevelopedonwhatthesubstantivecontentareaswere,beforebeingaggregated

intomeaningcategories.Thesewereusedtodevelopthethemesofthestudy.

Theinitialreadingallowedasenseofthewholetoemerge.Theresearcherthennoted

key phrases, metaphors and patterns ofmeaning that emerged. Through numerous

iterations,interpretationwasdevelopedallowingagraspofthematicsimilaritiesand

meaning‐based linkages. Participants were then compared and points of similarity

were noted. Thematic structureswere continuously challenged andmodified as the

researcher examined the transcripts. This was done in concert with the research

supervisor to ensure that the text units remained accurate representations of the

assignedcodesandthemes.

Thefinalstagesofthethematicanalysisrevolvedarounddefiningthethemesandthe

write up of the report. Themes were analysed in detail and related back to the

research objectives. The objective of the thematic analysis is to tell the story of the

data. In achieving the research objective, a thematic analysis would allow the

consumption stories of Ecostore products to be understood. These consumption

stories would provide findings that allow the research objective of the study to be

answered.

Areflexive journalwasusedthroughoutthedataanalysis.The journalcontainedthe

researcher'snotesonemergingandpotentialthemes.Thisincludedobservationsand

personalthoughtsandreflectionthroughoutallphasesoftheresearchtosupportthe

processofthematicanalysis.

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3.8 Establishing Trustworthiness The study addresses the area of trustworthiness as a measure for reliability and

validity(Erlandson,Harris,Skipper,&Allen,1993;Guba,1981;Guba&Lincoln,2000).

The concepts of reliability and validity assume that there is a singular truth, so the

conceptoftrustworthinessisaddressedinsteadforresearchbuiltonadifferentbelief

of reality. This research, as explained in Section 3.3, follows the belief of

constructivism in that multiple constructions of reality can exist. Establishing

trustworthiness is thus necessary for the research to be seen as credible (Guba &

Lincoln,2000).

3.8.1 Credibility Credibility isequivalent to internalvalidity. Internalvalidityrefers to theconfidence

in the findings of the research that the singular truth has been foundwith all other

possible explanations eliminated (Guba & Lincoln, 1985). In taking a constructivist

perspective, it is believed that there is no singular truth, and that instead multiple

constructionsofrealityareabletoexist.Therefore, forthisresearchtobepresented

ascredible,itisrequiredtoillustratethatthemultipleconstructionswererepresented

andinterpretedaccurately.

Credibility was achieved through the research supervisor confirming that

interpretations were made in a logical manner from reviewing the interview

transcriptsandcodingstages.Theresearchsupervisorjudgedwhethertextunitswere

validrepresentationsofthethemestheyhadbeenassigned.Theresearchsupervisor

had 100% agreement that the text units were true representations of the assigned

themes. In providing a rich description of context andmethod in this study, others

wouldalsobeabletoassessthecredibilityofthestudy(Denzin,1989;Geertz,1973;

Miles & Huberman, 1994). The rich description of context is achieved through the

provisionoftheinterviewtranscriptsinAppendix7.7.

3.8.2 Transferability Transferability equates to external validity. External validity relates to how well

findings may be generalised in using different methods and samples (Cook &

Campbell, 1979). As a constructivist perspective has been taken, it is believed that

Methodology

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individuals possess different constructions as a result of their differences in

backgroundandexperience.

Forthisresearch,havingfindingsthataregeneralisablewouldoverlooktheparticular

contextofthestudy.Thisisbecausegeneralisingwouldtakeawaythecontextofthe

study. Furthermore, generalisation is also not possible as the phenomena is seen as

intimatelytiedtothecontextinwhichitisfound(Guba,1981).Instead,transferability

in this study is focused on ensuring sufficient information and description of the

contexthasbeenprovided.Thisallowsotherresearcherstoassesshowapplicablethe

findings would be on their own particular population of interest (Guba & Lincoln,

1985). The responsibilityof transferability liesonother researchers, simply as it is

notpossibletopredictwhatothercontextsthefindingswouldbetransferredto(Guba

&Lincoln,1985;Miles&Huberman,1994).

A rich description has been provided to other researchers through a thorough

discussion of findings in the following chapter and the full interview transcripts of

responsesinAppendix7.7.Providingthisrichdescriptionsatisfiedthetransferability

forthisstudyasitensuresenoughdescriptionofcontexthasbeensuppliedforother

researcherstoassessthetransferabilityoffindingstoanotherresearchcontext.

3.8.3 Dependability Dependability is concerned with the reliability of the research method. Reliability

refers to the ability of findings to be replicatedusing similarmethods and a similar

sample (Ford, 1975). Dependability is usually achieved through replication, but in

doing so assumes a singular truth of knowledge. In incorporating the constructivist

view,multipleconstructionsonknowledgecanexist.Asaresult,itisnotpossiblefor

thesamefindingstoemergefromasimilarstudy(Guba&Lincoln,1985).Instead,for

theresearchtoshowitsdependability,itmustindicatethatmethodologicalprocesses,

decisions and interpretations have been conducted in a logical manner (Guba &

Lincoln,1985).

Dependability was assessed through the use of a reflexive journal. The journal

included informationon theprocesses anddecisionsmade in the research, thedata

and findings, aswell as interpretive notes that explain the logic of the researcher’s

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58

interpretation of the data. As well, the methodological considerations have been

illustratedfullyinthecontentofthischapter.Throughoutthecourseofthestudy,the

researcher liaised with the research supervisor to ensure that the processes taken

were logical and dependable. The research supervisor agreed that the researcher’s

processeswereconductedinthismanner.

3.8.4 Confirmability Confirmability refers to the objectivity of interpretation. This would mean that

multipleresearcherswouldagreeontheinterpretationoffindings.However,basedon

thetheoreticalbeliefsofthestudy,theinterpretationofdataisinevitablybiasedbased

on the researcher's "natural subjectivity" (C.Marshall&Rossman, 1999, p. 194). To

addressthisissue,thefocusshiftsfrominvestigatorobjectivitytodataconfirmability

(Guba,1981).For findingstobeconfirmable itmustbe foundthat the findingswere

not biased or influenced by the motivations, interests or the background of the

researcher.

Practicing reflexivity is one means of achieving confirmability. This involves

intentionally revealing the researcher's underlying assumptions that are used to

formulate questions and present findings in particular ways (Guba, 1981). For this

study, confirmability was established through the use of the reflexive journal

throughout all stages of the research.Memoswere recorded (Field &Morse, 1985)

regardingtheresearcher'sideasandthoughtsonthesubjectmatter.Thisincludedthe

researcher’sthoughtprocessesandideasforcoding,aswellasorderingandreviewing

thoughtsontheresearchprocessused(Strauss&Corbin,1998).Theactionofwriting

helpstheresearcherdevelopareflexiveattitude(vanManen,1966).Itallowsforany

thoughts, decisions or emotions that may influence interpretation of data to be

outlined (Miles & Huberman, 1994). The research supervisor used interview

transcriptsandthereflexive journalnotestoconfirmthat findingsweredrawnfrom

thedatainanon‐objectivemanner(Guba&Lincoln,1985)

3.9 Ethical Considerations This research followed the ethical principles that are established by the Auckland

University of Technology Ethics Committee (AUTEC). An application for ethics

Methodology

59

approvalwassubmitted,andapprovedbytheAUTECcommitteeon30thAugust2010

(AUTECReferenceNumber10/173).

Involvementintheresearchwasvoluntaryandwiththeconsentofparticipants.Prior

to the interview, participants were provided a written explanation of the aim and

processoftheresearchverballyandinwriting.Aconsentformwascompletedatthe

interview,andthisallowedparticipantstoconsenttobeingrecordedonaudiotape.An

opportunitytoobtainfindingsoftheinterviewuponcompletionwasalsoprovided.

Confidentiality and anonymity of participants were ensured through the use of

pseudonymsintheanalysis,withonlytheresearcherandresearchsupervisorhaving

accesstothedata.Consentformsanddatawerekeptseparateinalockedcabinetfora

periodof sixyears.As the interview involvedaspectsofpersonalhabits,whichmay

havebeensensitive,participantswereprovidedtheoptiontopassonanyquestionsif

desired. Further, if participants appeared uncomfortable in their response, the

interviewerwouldmovetothenextquestion.

3.10 Chapter Summary Thischapterhasreviewedtheresearcher'sperspectiveandapproachundertakenfor

the research. The chapter has outlined the decisionsmade regarding how datawas

collectedandanalysed.Theresearcherholdsaconstructivistbelief,andthisledtothe

useofhermeneuticaltechniques.ThestudyutilisedasampleofconsumersofEcostore

products.Datawascollectedbywayofsemi‐structuredin‐depthinterviews.Thematic

analysis investigating thesymbolicmeaningsof theproductwasused toanalyse the

data. In order for the research to be seen as credible, the trustworthiness of the

approachhasbeenestablished.

60

4 Findings

4.1 Introduction Thischapteroutlinesthefindingsoftheresearch.Basedontheresearchobjectiveand

methodology, the findings of this study are presented as themes. These themes

pertained to the symbolic meanings that participants took from the brand of

sustainable products to build their self‐image. These findings are explained and

supportedwith textunits from the in‐depth interviews.The chapter isorganisedby

thesymbolicmeaningsthatwereidentifiedinthethematicanalysis.

Actionstakenwithconsumerproducts,as illustratedinChapterTwo,areameansof

transferring symbolic meanings from products to the consumer's self‐image. A

summaryofthetypesofconsumptionactionstakenwithEcostoreproductstodevelop

thesefindingsisprovidedinAppendix7.6.Thesymbolicmeaningsconsumerssought

tobuildtheirself‐imageareoutlinedinthecontentsofthischapter.

4.2 Virtue Participants indicated that they saw symbolic meanings of virtue in their use of

Ecostore‐branded products. In consuming Ecostore products they felt virtuous that

theyweredoingthe"rightthing".Ecostoreproductswereperceivedasbeing"better"

thanothersintheproductcategory.WhenparticipantspurchasedandusedEcostore

products, they felt theywerebeing "better" individuals. The consumption actionsof

purchaseanduse facilitated this transferof symbolicmeaning.Participants felt they

were able to make a difference through their choice of Ecostore. This purchase

decisionreflectedacommitmentorresponsibilitytotheenvironment.

4.2.1 Being Good ParticipantssawthesymbolicmeaningofgoodnessinEcostoreproducts.Thiswasin

respecttoanumberoffactors.David'sinitialsentimentindicatedhefeelsitisgoodfor

hisself,aswellcontributingtoagreatergood,whichhedoesnotinitiallyspecify:

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61

Iguessthefeelingisthatyeah,one,betterforyou,buttwo,havingasmallimpact

onthegreatergood.(d178)

Uponfurtherquestioning,itbecomesclearthatthegoodnesshereferredtowasinthe

environmental and health sense. This was echoed across other participants and is

explainedintheexcerptsbelow:

[I thought the product was quite good on] the fact that it was plant­based.

Definitely stuff that comes fromnatural, plantsand stuff hasa tick inmybook

beingbetterenvironmentally.Skinfriendlyandgardenfriendlyalsoaswell,and

thefactthatitsaysnonastychemicals.(d408)

Ithinkitbeatsnormalbrandsinthejobthat itdoes,simplybecauseitdoesthe

jobandit’sgoodatcaringforourenvironmentaswell.(t512)

Ecostore products were seen as good for the environment due to its product

attributes. The action of purchasing the product was the instance in which the

symbolic meaning of goodness was transferred to David. He sees caring for the

environment throughthepurchaseactionofEcostore,ascontributing tobecominga

more virtuous individual because he is embracing notions of environmentalism. He

alludestothevirtueheseesinhispurchaseaction:

Certainly feel like it is the right thing to do. And a positive step towards kinda

improvingtheenvironmentalthings.Icertainlyunderstand,thatIprobablycould

domore,andcouldbemoreproactive,butIthinkbyvirtueofdoingsomethingat

all,isagoodthing,youknow,everylittlebithelps.(d489)

David's assertion that he could be doingmore is indicative that he sees purchasing

Ecostore isacontribution to theenvironment.His recognitionofvirtue inhisaction

suggestsheisconsciousofthesymbolicmeaningtransferfromtheEcostoreproduct

to himself.He does suggest that the virtue in taking the action is limited relative to

otheraspectsofhislifestyle.Hissentimentssuggestthatashedevelopsmorecapacity

inrespecttotimeandfinance,hiscommitmenttohisvaluesofenvironmentalismwill

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alsogrow. Inasimilarrespect,Tanyaalsostates thatbuyingEcostoreproducts is in

part,derivedfrombeingseenasavirtuousaction:

[I was convinced to try them through] probably, just wanting to do the right

thing.(t546)

Much likeDavid,Tanya sees virtuous gain through thepurchaseof theproduct. For

these participants, buying the product was seen as being a good thing, both to the

environmentandinrespecttothemselves.LaurenagreesthatbuyingEcostoreisthe

right thing to do. Conversely, when she purchased another "eco‐friendly"

alternativethatwasn'tEcostore,shefeltaninner‐consciousnessofguilt:

SoIhaveconvincedmyselfthatthereisanotherproductthatisjustasgreen,but

somewhereinthebackofmymindthere'salittlevoicethatsays,don't,youknow

verywellLaurenthatifitisdoingabetterjob,itisnotlikelytobeaskindtothe

environment.(l583)

Lauren'ssentimentsuggestthatsheseesEcostoreproductsasthebestchoiceinterms

of helping the environment, even over other products that are also branded in a

similar environmentally focused manner. In purchasing another product, Lauren

neededtomentallyjustifytoherselftoenablethepurchasetotakeplace:

So I just have had just a little internal argument about whether I can believe

themornotand convincedmyself I canwithoutactually checking, because I'm

notsureIwouldhavethesameresultsifIcheckedthelabelbutIneed,needthe

jobdone.(l571)

Her sentiment suggests that she felt some guilt in not purchasingEcostore and that

sheinitiallyfeltitdifficulttoplaceprecedenceonherownneedsovertheneedsofthe

wider environment. Lauren sees using Ecostore products as compromising her

resourcesoftime,effortandfinances.Asaresult,inchoosingEcostoreshefeelssheis

buildingaself‐imagethatsheiswillingtomakessacrificesforthegreatergoodofthe

environment.

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Being good was relevant for Lauren and Jennifer in being, and becoming mothers.

Lauren'sdecisiontobuyEcostorewasinfluencedbyadesireforherchildtohavethe

opportunitytohavethesamenature‐basedexperiencesasshedidinherchildhood:

Iunderstandthatthere'satrade­offandI'mnotpreparedto,Iwouldratherhave

abibwithafewstainsonitthanputmorecausticchemicalsintothewaterways.

Howaboutyou?You'requitehappywiththatIthink.Doyouwantyourchildto

beabletogofishingwhenhe'sabigboy?‘Causetheremightnotbeanyfishleft.

(l194)

Through the action of purchasing Ecostore, Lauren genuinely felt she was taking

action in enabling her son and other generations to share the same experiences of

nature.BypurchasingEcostore,Lauren transferred thesymbolicmeaningofbeinga

goodmother, by protecting the experiences that she considered important. Jennifer

also transferred symbolic meanings of being a goodmother, through the grooming

actionofEcostoreproducts:

[I see Ecostore products as] non­toxic so you know not so harmful. I guess

especiallynowbeingpregnantandstuff, I’m justconsciousofwhat’sgoing into

mybody,Ialwayshavebeenbutthat’squiteimportanttomerightnow.(j225)

She felt that in using products that were safer, she was being a good mother by

mitigating exposure to substances that may harm her child. As reflected in her

sentiment above, Jennifer sees symbolic meanings of naturalness and safety in

Ecostoreproducts.

Participants saw degrees of virtue in Ecostore products, enabling the creation of

virtuousself‐image.PartofthisvirtueliesinusingEcostoreproductstocontributeto

a greater good. Participants felt they could use their consumption actions to draw

symbolic meanings to reflect their commitment to make a difference and support

worthycauses.Theseformthenextthemesthatwillnowbediscussed.

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4.2.2 Making a Difference Ecostore productswere seen as contributing beyond their utility. Through selecting

andconsumingthem,participantsfeltthattheycouldmakeadifferenceinrelationto

theenvironment.Severaloftheparticipantsdifferedinthattheyweremoresceptical

of theircontribution.Partofmakingacontributionwas inorderto fulfilaperceived

commitmentthatparticipantsfelttheyhad.

The symbolic value for Ecostore products was evident in the fact that participants

were prepared to offer beyondwhat theywould have for standard products. David

waswillingtopaymorebecauseherecognisesacontributionoftheproductbeyond

its utility.However,Daviddidnot placeEcostoreproducts over other products that

arebrandedasimilarenvironmentallyfocusedmanner.Hisperceptionofcontributing

was derived from the belief he was using an alternative, environmentally friendly

product. His price parity for a purchase was directly linked to the perceived

environmentalimpactoftheproductinquestion:

[I’d paymore for kitchen spray] because I think it’s probably a closer, has, the

effect it has on the environment for a dishwashing powder liquid has [is] not

quitesoharsh.Orforwashingpowder.(d211)

LaurendifferedinthatshedidplaceEcostoreproductsasmakingmoreofadifference

thanotherenvironmentally friendlybrandedproducts.She felt shewascontributing

to a greater degree when using Ecostore. Conversely, she felt guilt in not using

Ecostore products, as she perceived others to be not as environmentally friendly

(l583).OnlyinusingEcostoredidLaurenfeelshewasmakingthemostdifference.

Severalparticipantsfeltthattheirconsumptionchoicesdidimpactonthecapacityto

makeadifferenceinrespecttotheenvironment.ToDavidandKaren,buyingEcostore

enabledthemtomakeadifferencetotheenvironment:

Alwayslookingtotryandhelptheenvironmentalittlebit.(k56)

[IwouldtryEcostore]becauseItryanddolittlebitsandpiecesthatIguesshelp

[the] environment or have the less detriment or effect possible. All small

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steps…definitelyweshoulddoasmuchaswepossiblycan,tobecarefulwiththe

environmentandthisis,Iguessthisisasmallsteptowardsthat.(d93,d14)

Participants often indicated that they did not place certainty over the value of the

contributiontheyweremakinginpurchasingEcostoreproducts.Therewasevidently

confusionoverhowpurchasingEcostorecouldbemakingadifference:

Like that sustainable stuff I never really thought of the other ones not being

reallysustainable.Like,Imeanlikehowdoyoumakesomethinglikedishwashing

liquidsustainability?Idon'tknow.Likedoyoucutdownatreeandputitintothe

ground?(b290)

The perceived contribution of using Ecostore productswas generally seen as being

marginal.However,itisevidentfromthesentimentsabovethatparticipantsstillsaw

valueinthecontributiontheymade.Jenniferseesasmallcontributionbeingmadein

herpurchaseofEcostoreproducts,butitbecomesmoresubstantialwhenaggregated

withtheeffortsofothers:

Iguessyou sortof read thingsand lookat thingsonTVand it’s justhorrifying

andyousortofthinkifyoucandosomesmallthingsandhelpwhat’sgoingon,

youcandoyourlittlebitandyourpart,andifeveryonedidthatthenhopefullyit

mightmakeadifference.(j242)

ParticipantsgenerallyagreedthatthepersonalinvestmentrequiredinusingEcostore

productsoverotherswasnotsubstantialwhilststillmakingsomelevelofdifference.

This difference may have been purely symbolic. For Karen, the ritual action of

purchasewasseenashavingasmallcontributiontotheenvironment.BuyingEcostore

products was onemeans ofmaking a difference and show that shewas starting to

makethechangesthatshecouldinherlifestyle:

Anyway, littlewayyoucanhelp, Ithinkisgoodlikeevendowntotryingtonot

usetoomuchGladwrapandthosekindof things.Recycleyourrubbishbinsand

everything.Imean,I'mnotcompletelyeco,butifIlivedonafarmorsomethingI

wouldbe,butthat’squitehardinurban[society],[laughs]tobeabletodothat.

(k156)

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Therewasevidenceofparticipantsusingtheproductsinamannerthatmaximisedthe

contribution that they made. This helped participants to build the image that they

werecommittedtoenvironmentalissues.Forexample,Davidfollowsasetprocedure

inhisdivestmentritualofdisposal:

[With]recycling,forinstance,ImakesureI,althoughsometimesyouwanttobe

lazy,youjustwannachuckyourtinofbakedbeansinthebin.ImakesurethatI

maketheefforttowashitoutandputit intotherecycling…alsoI likecleaning

thestuffbeforeitgoesintorecyclingsoitdoesn’thaveallthehorriblesinitthat

cankindaleechintoplaces.(d492,d372)

Intheactofrinsingthepackagingforanotherproduct,Davidensureshisactionshave

value.Thetimeandeffortheinvestedinrinsingmaximisesthedifferencehefeelshe

makes to the environment. For the Ecostore product, David also followed the same

procedureoffinishingtheproductbeforerinsingandrecycling.Thisindicatesthathis

investment in disposal was formed from his own self‐image as opposed to being a

responsetoanEcostoreproduct'sattributeorsymbolicmeaning.

In making a difference, participants built a self‐image that they were contributing

membersof society.Partof this contributionwas fulfillinga responsibility that they

had as individuals. Consumption actions are purposeful, and participants suggested

that they felt they were fulfilling their responsibility as an individual in making

environmentally friendlychoices.ThechoiceofEcostoremadeparticipants feel they

met their responsibilities. Lauren's responsibility of looking after the environment

wasconsciouslychosen.Shedecidedthatherhouseholdshouldbecommittedtousing

moreenvironmentallyfriendlyalternatives.Thiswasaresultofherdirectinfluenceas

shewasresponsible for theshopping. In thecurrentstageofher life, shereflectson

Ecostoreproductsasactinginaccordancewiththementalcommitmentshehadmade:

IfIthinkbacktowhenIdidgotoasupermarketregularlybeforewehadRobert

yeahIcanimaginemyselfstandingthereandtryingtochoosebetweenaDownto

Earthliquid[andEcostore],ImeanIwillalwayschooseanecofriendlyproduct,

isthattrue?Letmejustthink.No,itis.(l17)

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She recognises the choice to use Ecostore products entails more effort. In Lauren's

grooming actions with Ecostore, she needs to act differently in order to use the

productforitsintendedfunction:

It’s not just the decision just to use an eco product; you’ve also got tomake a

commitmenttoputmoretimeandeffortintoyourdailychores.That’swhythose

chemicalscameintouse,becausepeoplecouldn’tstandboilingtheirwashingand

throwinginbluestufftomakeitlookwhiter.(l111)

Inhavingtocompleteextraactionsandexertmoreeffort,Laurenfurthertransfersthe

symbolicmeaningthatsheisbeingcommittedtotheenvironment.Laurenmakesthe

shoppingdecisionsandcompletesthecleaningdutiesforthehousehold.Assuch,she

is creating a self‐image for her household. This is important to her, as shewants to

encouragesimilarhabits inherhusbandandson.Shealsobuilds theself‐image that

sheisbeingaresponsibledecisionmaker,asherchoicetouseEcostoreisonbehalfof

herwiderhousehold.

Participantshad,ordesiredvaluesthattheysawinthesymbolicmeaningsattachedto

Ecostore products. The closeness of these values to the symbolic meaning was an

importantinfluenceontheirdecisiontopurchasethem.Thisformsthenexttheme.

4.3 Values ParticipantsindicatedthatthevaluestheysawinEcostoreproductswereimportantto

themintheirdecisiontopurchase.Theydesiredproductsthatreflectedtheirpersonal

values,because they recognised that their choiceswouldhelpbuild their self‐image.

Consumptionactionswereusedtoreinforceparticipants'senseofwhotheywere.In

other cases, the decision to use Ecostore products helped to draw out previously

dormant values. The consumption actionwas sometimes seen in a group context so

consumptionactionswereusedtobuildanimageforacollective.Thesefunctionsare

detailedanddiscussedbelow.

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4.3.1 Personal Values ThedecisiontochooseEcostorewasinfluencedbythefitofthevaluesoftheproduct

tothepersonalvaluesoftheparticipant.Participantsdesiredproductswithsymbolic

meanings that fitwith the existing self‐image they felt they held. The preference of

Ecostoreover otherbrandswasborne from thepersonal values of participants. For

example, Tanya describes herself as having a green personality and holding strong

valuesonrespectingtheenvironment:

IdefinitelythinkIhaveagreenfocus.AndIreallycareaboutnatureandIcare

aboutkeeping,havingrespectfortheplacethatweliveandkeepingitbeautiful.

(t96)

ShebelievesthattheEcostoreproductcarriedsymbolicmeaningspertainingtoethics,

naturalnessandcaringfortheenvironment.Thesealignwithherpersonalvalues.She

identifies the symbolicmeanings of Ecostore and their alignment to her own in the

excerptbelow:

Ipicked itbecause Ibelieve in thevalues that I thinkEcostorehas. I think they

havesimilarvalues tomypersonalones…Ibelieve that theyareethical in that

they don't do animal testing. Their products are derived from plants. And they

don'tusechemicals, so theybelieve inputtingnaturalgoodness intoyourbody,

andnotexposingyourbodytoharmfulsubstancesorchemicals.Ialsothinkthey,

itseemsliketheycareabouttheenvironment.(t14,t22)

WhenTanyabuysEcostoreproductsshereinforcestheexistenceofherownpersonal

values. The products’ symbolicmeaning of environmentalism aligns to her personal

valueofcaringfortheenvironment.Sheusestheconsumptionoftheproducttojustify

herself‐imagethatsheisanindividualwhocaresgreatlyabouttheenvironment.

A second aspect of this theme is that participants used the symbolic meanings of

Ecostore to developnewor previously dormant personal values. These valueswere

present in thechildhoodofparticipants,aswellasbeing influencedbyotherpeople

around them. The decision to use Ecostore in the present reinforces participants'

beliefthatthosevaluesarestillthere.Forexample,inhisschooling,Davidreceiveda

Steinereducation,wherevaluesofenvironmentalismwereencouraged:

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Icomefromaschool[Steiner]whereenvironmentalismwasakeypartofthings

and so anything that was unnatural you always looked for an alternative, if

possible.(d33)

His education and childhoodwas identified as being an important influence on the

personal values he holds today. Participants also identified that their values of

environmentalismaresharedamongsttheirfamiliesandwidersocialgroups:

Ithinkithasalwaysbeenapartofmyfamily’svalues.Andalsomyschool’sand

peers’valuesaswell.(d476)

Ourfamily,ourwholefamily,hasthosesamevaluesintermsoftheenvironment

andcaringfortheEarthandcaringforotherpeople.(t76)

David identifies Ecostore as carrying symbolicmeanings of environmentalism as he

considersthemtobeanenvironmentallyfriendlyalternative.Inprogressingthrough

adulthoodhereflectsthatheisbeingexposedtoagreaternumberofopportunitiesto

enactbehavioursthatagreedwiththevalueshedevelopedfromhischildhood.When

DavidpurchasesEcostoreproductshefulfilsthevaluesthathedevelopedinhisyouth.

HischoicetouseEcostoreproductsoverothers ispartofhis fulfilmentofhisvalues

thatweredevelopedthroughhisschoolingandchildhood.

Tanya described that her previous living arrangements meant others had always

establishedthechoiceofproducts.Shefeltshewasconstrainedinbeingabletoselect

products with symbolic meanings that would align with her self‐image. When she

moved into her new flat, she was enabled to buy products that did align with her

personal values of environmentalism. She discussed the change she experiences in

now being able to express her personal values in her consumption choices more

freely:

It’sjustanagething,I’venever,I’ve[always]livedinflats,withlikerandoms,as

theygetolderornotwe’renotgoingtodothatanymore.Thenextstepwillbe

buyingmyownhome,soIwillbethedecisionmaker.Anditjustcomeswithage,

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youdiscover,wellIhavediscoveredwhatisimportanttomeandthatiscrucial,

towhoIamnow.(t869)

The ritual action of purchasing Ecostore drew out her personal value that was

dormant.Thesevaluesweredormantonthebasisthatshedidnothaveopportunities

toactinaccordancewiththem.Tanya'svalueofbeing"green"hadalwaysbeenheld,

butnotimmediatelyapparent:

Ifeltit[beinggreen]isintegraltowhoIam.It’salwaysbeenthere.(t865)

HerpurchaseofEcostoreproductsreinforcedherbeliefthatshewasnowcommitting

to her values of environmentalism. Other participants did not identify

environmentalismasapersonalvalue theyhadalwaysheld.Sylvia isa longstanding

Ecostore customer and readily trials new products, identified that her decision to

purchaseEcostorestemmedfrombeingagainstproducts thatareanimal tested.The

decisiontopurchaseEcostore instillednewvalues thatshedidnotoriginally intend.

SherecognisesthenewvaluesfromtheuseoftheEcostoreproduct:

[Ifelt]fine[usingchemicalproducts],butwhensomething,butwhensomething

that came along and took all that away, in the beginning there wasn't an

Ecostore.LikewhenIwasyounger,noonecared.It isrelativelynew,thewhole,

thebeingeco.(s206)

It was only retrospectively that she did recognise that Ecostore did carry symbolic

meaningofenvironmentalism.Shefeltthatitwasanewpersonalvaluesheadoptedas

the result of committing to the product on the basis of her other values. Sylviawas

cynicalofcaringabouttheenvironment,butstillagreedthatitwasanaturalfitwith

herotherpersonalvalues:

Iwas likeaboutthirteenwhenIdecidedtobecomeavegetarianandthenfrom

thereitjustprogressedandthenmovedintothosesortofareas.Sortofanatural

flowreally,onceyoumakethosechoicesinyourlifeyoucanendupgoingdown

the road [laughs] you try to, you know, encourage free­range and organic and

nottestedonanimals.(s194)

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Her identification of a metaphorical path suggests that her longstanding personal

values lead to the adoption of new values around environmentalism. Sylvia's

commitment for Ecostore products stems from her commitment to use non‐animal

testedproducts.Sheisuncompromisingonotherfactorssuchaspricebecausesheis

absolutely committed to her personal values. She feels that using other products

wouldcompromisethemandisactuallysomethingshehasneverdoneorconsidered:

Thechemicalstuffisreallyreasonable.Youseeitatthesupermarketandyougo

god,that'sa lotcheaper.Thepricedoesn'tevencomeinto it, Iwouldn’teven, it

wouldn’t stopme buying it. I think it probably is a bit more expensive. That's

what Kelly [colleague] said when we mentioned it to her. She goes you know,

that'sreallyexpensiveandIwas,likereally?(s599)

SylviaseesEcostoreproductsasbeingrepresentativeofhernon‐animaltestingvalues.

WhenshepurchasesEcostoreproductsshetransfersthebeliefthatsheiscommitting

to these values. She retrospectively recognises a price premium, and in paying this,

seesherselfasmaintainingandassertingherpersonalvaluesevenmore.Sheadopts

thenewpersonalvaluesbecauseoftheothersymbolicmeaningssheseesinEcostore

products.

TheconsumptionactionsofEcostoreproductsfacilitatedthemergingandevolutionof

participants'personalvalues.Inadoptingothervalues,participantswereconsciously

developingtheirself‐imageandpotentiallymouldingtheirbehavioursandactionsto

fit a desired image. This concept of self‐image creation is the second aspect of the

themeofvalues.

4.3.2 Creation of Self-Image ParticipantssawEcostoreproductsascarryingsymbolicmeanings that theyaspired

or desired as part of their self‐image. Sylvia saw Ecostore products as being about

environmentalism, and she identified this as aligningwith her self‐image of being a

vegetarian(s194).Itwasanaturalprocessforhertoadoptsuchvaluesaspartofthe

imagesheperceives.InherpurchaseofEcostoreproducts,Sylviafeltshewasbuilding

herself‐image.

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Karen,whoonlyrecentlyadopted theuseofEcostoreproducts, sawthepurchaseof

theproductcontributingtoanew,wider'eco'image.Shedescribesinitiallybecoming

awareofbeingecoinarecentconversation:

Afriendofourswastellingusabouthowit’sgoodfortheenvironment.Becauseit

doesn’t,somethingaboutfish?Thatwewill,itdoesn’taffectthefishinthewater

andwefigured,wemightaswellgiveitago.Alwayslookingtotryandhelpthe

environmentalittlebit.Andthat'showwekindofgotontoit…nottheproduct

itself,justtheideaofdoingecoproducts.(k54,k61)

Shedescribeshersubsequentdecisiontocommittobeinganecoindividual.Theeco

individualwasaconceptthatshevisualisedandlaterconsciouslymadeadecisionto

aspireto.ThepurchaseactionofEcostoreproductsfitswiththeself‐imageshewanted

toachieve:

IthoughtthatifIcanbeasecoaspossibleIwouldgodownthattrack.Yeahand

itwasreallyinterestingjusttoseewhattheyhad.Andhowmanydifferentthings

canbeeco[laughs]butyoukindadon’tthinkthatcan[be].(k150)

Throughpurchasingproductsthatcarriedsymbolicmeaningsofeco,Karenwasable

tocreateaself‐imagethatshecaredabouttheenvironment.Theactionsofpurchasing

Ecostore products transferred the symbolicmeaning that shewas becoming an eco

person. Purchasing Ecostorewas important in establishing this self‐image, as Karen

feltconstrainedinotherchangesshecouldmaketohercurrentlifestyle:

Asgreenas I canbe [laughs]. Idon’tknow if I'mcompletelygreen, I still kinda

havetheodd,therecyclingandeverythinglikethat.LikeasIsaid,ifIhadafarm

orsomethingIwoulddefinitelydoasmuchasIcouldpleasemyself,butinurban

society,Idon’tthinkIcanbeasgreenasIwanttobe.Butideally,Iwouldliketo

be.(k497)

Ecostoreproductswereseenasonemeansofbecomingamoreoverallecoperson.In

herpurchaseactionofonEcostoreproduct,Karenreinforcedherbeliefthatshewas

becomingamoreeco individual.ShealsosuggestedthatbuyingEcostore leadtoher

reflectingonhowshecouldadjustotheraspectsofherpurchasingbehaviour.

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ForLauren,usingEcostoreproductsresultedinadisplayactionofherconsumption.

Shefeltthattheresultsoftheproductswerenoticeabletoherfriends:

AndbecauseI'vemadeamoreecofriendlychoiceIstruggletokeepmynappies

aswhite,mybibsaswhite,andtoeliminateodoursandstainsaseasilyandtheir

toilet cleanerdoesn’t clean, that's the thing, I really strugglewith trying toget

otherpeopleonboardaswellbecauseecofriendlyproductsdonotdothesame

jobashardoutchemicalonesdo,asquickly.(l103)

Thisdisplayactionoftheproduct'sresultstransferredthesymbolicmeaningofbeing

eco‐friendlyfromtheproducttoLauren.Shesawsymbolicmeaningsofcaringforthe

environmentinEcostoreproducts.Theself‐imagethatLaurendesiredwasimportant

toherassheassertsthatsheisanindividualcommittedtotheenvironment.Hersocial

defianceofdisplayinglesscleanclothesreinforcedtheexistenceofherself‐imagethat

shewasmoreconcernedabout theenvironment thanmattersshedeemedcosmetic.

Thisalsogavehertheopportunitytoeducateandencourageherfriendsifthisbecame

atopicofdiscussion.

Lauren stated that she had established a self‐image of being an environmentally

conscious consumer amongst her social group. This imagewas created through the

displayofproducts,discussion,giftingandrecommendationof theproduct.All these

actionsinvolvedLaurendrawingoutsymbolicmeaningsfromtheproducttoherself.

Forexample,throughtheactionofdiscussionwithherfriendsshedemonstratedher

passionforthevaluesoftheproduct,anddefendedthechoicetousethem:

I'mquitepushyandIcanbequiteopinionatedandonceIgetreallyexcitedabout

something I do tend towant to share it with peoplewhether its wanted to be

shared or not. And that really could be aggravating for other people so I've

learnedoverthepastfewyearspeopledonotlikebeingpushedintobeinggreen.

(l301)

Theactionofdiscussing theproductandencouragingothershelpedLauren tobuild

the self‐image that she was committed to the environment. She is aware that her

actionsdo create an imageof herself amongst her social group.The commitment to

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hervaluesofenvironmentalismcanruninconflictwithhersocialrelationships,asshe

identifies people do not always like been pushed into change. Instead, Lauren

encouragesherfriendstobegreenerthroughsmallchangesandmoreimplicitly, the

exchangeritualsofrecommendationandgifting:

TheonethingthatIalwaysrecommendisthe[Ecostore]BabySleepyTimeBath.

Wealwaysusetheirbabyproductsquiteextensively.Iswearbyit…Ihavegiven

thatawayasapresent,asagiftforbabyshowerstuff.(l209,l214)

WhenLaurengiftedherfriendsEcostoreproductsshetransferredsymbolicmeanings

from the product to herself. The symbolic meanings she saw in the product was

helping the environment and caring for the health of the family. Her actions of

recommending and gifting helped Lauren to build the self‐image that she was an

individual who cared about others. She also saw the adoption of Ecostore baby

products as building the self‐image that she was a good friend, because she

demonstratedhercareforherfriends'children's'health.

Forotheraspectsofparticipants'self‐image, thesymbolicmeaningwasnot inherent

intheEcostoreproduct,butinsteadintheaction.Thatis,theparticularconsumption

behaviourofEcostorewasnotdissimilartothebehaviourtakenwithanotherproduct.

Forexample,allparticipantsrecycledaspartof theirdivestmentaction forEcostore

and other products. The recycling action was an important habit to maintain as it

contributedtoapartofparticipants'self‐image:

Irecyclelikeamaniacanyway.(b131)

Fastidious recycler… I always recycle, everything. Everything recyclable, pretty

much.(d362,d366)

Although the action of recycling Ecostore products did not differ from what the

participants would have done with other products, the ritual action of recycling

continuestotransfersymbolicmeaningthat isusedtobuildself‐image.Throughthe

processofrecycling,participantsestablishthemselvesascommittedtobeingagainst

waste. Being against waste is part of the self‐image that participants support the

environmentthroughtheiractions.Participantssawtheactofrecyclingasconvenient

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and thus, required little cognitiveeffort to choose todoso throughout thecourseof

theirlives.Theactionofrecyclingasdivestmenthassymbolicmeaningembeddedina

manner not dissimilar to how individual products obtain their symbolic meanings

fromtheculturalworld.

Recycling, andother actions takenwithproductswereoften seenbyparticipants as

beingonbehalfofacollective.Participantscouldalsousethesymbolicmeaningsfrom

Ecostoreproductstobuildanimageoftheircollective.Thecollectivemayhavebeen

theirfamilyortheirhousehold.Theconceptofcollectivevaluesformsthenextaspect

ofthistheme.

4.3.3 Collective Values Participantsused the symbolicmeaningsofEcostoreproducts tobuild an image for

their collective. As a collective they may have held different values due to the

individuals thatwere apart of it. Symbolicmeaningsof theproductsmayhave also

pertained to some of participants' personal relationships within the collective. The

symbolic meaning of people was also seen in Ecostore products. This was because

participantsrecalledthattheproductheldsomeconnectionwithothers.Forsome,the

productwaspreviouslyusedintheirfamilyorrecommendedbyaparentorsibling.In

other cases, the decision to purchase or use Ecostore products was seen as being

collective.

Twoparticipantspurchasedorusedtheproductaftertherecommendationofanother

person.Briandecidedtotrialtheproductafterbecomingawareofitanddiscussingit

withhisflatmate.Karentriedtheproductasherpartnerhadalreadyusedit:

Iwas livingwith a flatmate,who used to buy it and bought some [formyself].

(b88)

Wemoved onto the eco one because my boyfriend likes using that stuff and I

started using it too… And hewas using that, he likes using the loofah and the

bodywashandsothatsideofthings,whichI’veneverdone.(k5,k29)

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Karen saw the sharing of grooming products as indicative of her and her boyfriend

becomingmore of a collective through greater use of shared products. She saw the

sharedchoiceofbuyingandusingtheproductcontributingtoasenseofacollective

forherandherboyfriend.Thiswasbecause she started factoring inhispreferences

andneedsinthepurchasedecision:

[Idofindthebodywashexpensive].Butit’skindaworthit.One,causeIknowit

goodforhisskin.Andwemightaswellusethesameoneinsteadofhavingasoap.

(k83)

She used the symbolic meaning of the Ecostore product to build not only her self‐

imageofbeingeco,butacollectiveimageaswell.Sylvianotedthatsheandherpartner

share the same personal values, and this translates to the household products they

purchase.SheseesEcostoreproductsasbeingalignedwith thesevalues.Sylvia sees

theagreementonchoiceofproductsasbeingreflectiveofherandherpartnerbeing

compatibleforeachother:

We[mypartnerandI],probablyhadthesameidealsfromthebeginning…Iguess

wejustdevelopedalongtheway,andyouknow,some,orsomethingwhenyou’re

with a person youhave to have those similar values as it probablywon’twork

[laughs] so it kind of just, it just became the same values, same ideals. (s1034,

s1038)

In other cases, the collective identity may have arisen out of participant's living

arrangements.Tanyadescribesherflatasbeingacollectiveidentity:

Yeahdefinitely,it[theimageryandsymbolsofherhome]representsacollective.

That’s exactly right and that’s exactlywhat our flat is.We’re totally collective,

we’re a mini collective society and that’s the way we treat it. You know,

democratickindofthing.(t397)

She purchased Ecostore products as part of her wider flat's shared groceries. The

purchaseofEcostoreproductswasidentifiedasanimportantnormfortheflat.Tanya

identifies that the valueof environmentalismasbeingnecessary forparticipation in

thecollective:

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We [as a flat] are very focused on buying products, which are good for the

environment… [The new flat mate] kind of has to fit in with the household, I

guess,valuesaswell.(t7,t233)

Tanya entered the household as the newest flatmate and purchasing the brandwas

seenasanecessarystepforhertobeestablishedaspartoftheflat:

IadapttowhateverenvironmentI’min,asIsaidbefore,whetherI’matwork[or

elsewhere] I observe to seewhat is appropriate behaviour and I’d say thatmy

environmentthatsurroundsmeatthemomentisverymuchnatural.(t855)

ShesawEcostoreproductsascarryingsymbolicmeaningspertainingtothevaluesof

the household. In buying the product she felt shewas buying into the values of the

household.Because shedidbelieve in the values of thewider collective, she readily

adoptedthischangetoherpurchasingbehaviour.Shefeltthatthisalsodemonstrated

toothersthatshewasfittingintothevaluesoftheflat,thecollective.Theflat'sactual

norm of purchasing Ecostore was implicit and not something she was ever

communicatedtodirectly:

[Buying Ecostore for the flat] just goes without saying… it's like the unspoken

rule…wedidn’tspeak,we’veneverspokenaboutthebrand…itwouldjustsimply

bethatthenotiontobuyanorganicbrand,butwouldn’tneedtobewrittendown

aswell.It’sthegiven.(t261,t279,t658)

Tanyasimplyobservedtheflat'sbehaviourandidentifiedthatthesymbolicmeaning

of the product fit with the image of the flat. Buying the product reflected her

socialisationinthehousehold.Conversely,Laurenisinfluentialinsettingthevaluesof

her household as a collective. As themain supermarket shopper, she exerts control

overwhatproductsarepurchased.IntheactionofpurchasingEcostore,shefeelsshe

isinstillinggreenvaluesinherfamily:

We'requitecommittedasahouseholdtoagreenerchoiceformylaundryliquids.

Iwouldusually flickbetweenEcostoreandB_E_E (pauses)butusually Iwillgo

forEcostore.(l20)

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LaurenseesEcostoreandB_E_Eproductsascarryingsymbolicmeaningsofcaringfor

theenvironment.Thepurchasechoicehelpsbuildtheself‐imagethatLaurenisagreen

individual, and the image that the household and her family also hold values of

environmentalism. Lauren's purchase of Ecostore establishes a precedent for her

household to follow.Throughbeing thedesignatedshopper,Laurenseesheractions

asbeingonbehalfofherfamilyasacollective.Ratherthanonlytransferringsymbolic

meaningtoherself‐image,themeaningisalsotransferredtoimageofthecollectiveas

awhole.

Lauren’s decision to purchase Ecostore for the family and recommend it to others

stemmed from her belief that the product carried symbolic meanings pertaining to

health.Thesymbolicmeaningofhealthisthenextthemethatwillbediscussed.

4.4 Health ParticipantsperceivedEcostoreproducts tobe good forhealth.Thismayhavebeen

literalinreferringtotheirownhealth,orthehealthofothers,ormetaphoricalinthe

healthoftheenvironmentandlivedexperiences.Thesymbolicmeaningofhealthwas

used to build a self‐image that participants were concerned about the wellbeing of

peopleandthethingsthatwereimportanttothem.Theaspectsofthisthemewillnow

bediscussed.

4.4.1 Personal Health Two participants, Karen and Jennifer, described one of the reasons they purchased

Ecostore products was due to their allergies. Jennifer identifies allergies as a main

reasonforpurchasingtheproduct:

I like the fact that, they’re obviously like non­toxic and you know, as far as

cleaning products and stuff like that goes. I actually suffer from allergies so

somethinglikethatisreallygood.Thatissortofoneofthemainreasonswhywe

usetheirstuff.(j64)

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Karenalsoreflectsonpreviousexperienceswhereotherproductsdidreactwithher

skin:

It[productswithsyntheticingredients]canreactwithmyskinalittlebit.Idon't

havearealsensitiveskinbutIcangetsensitive,especiallyonmyface,Idon'tuse

itonmyface,butI'drathernotriskitifIcan.(k325)

Karen's use of Ecostore products in her grooming did differ slightly from other

products. Previously, she had been using soap but switched to Ecostore bodywash.

Because she felt the product was more natural andmilder, she was not concerned

aboutcontactwithherface.Withotherproducts,shewasmoreconsciousbecauseof

thegreaterperceivedrisktoherskin.Thesymbolicmeaningofnaturalandmilderin

Ecostore products was used to build participants' self‐image that they looked after

theirownhealth.WhenSylviausesEcostoreproductsinhergrooming,shefeelsthat

sheismaintaininghergoodhealthandmitigatingtheriskofpoorhealth:

I'm just a bit worried about, you hear all the bad press about it and you go,

maybe they do cause cancer,maybe it iswhatwe've donewrong…whatwe've

donetoourselveslivingwiththechemicalswebatheourselvesonadailybasis.So

yougo,wellifit’ssomethingyoucantakeoutofyourlife,thenwhynot?...I'mnot

worried about saving the planet so much as I am about not using chemicals

myself,soIguessataselfishleveltotryandprotectmyselffromwhatpotentially

couldbedangerousIsuppose,andmoretoprotectmyselfreally,andtheanimals.

(s508,s501)

EcostoreproductspresentanopportunityforSylviatomitigateriskstoherhealth.She

values using Ecostore as it is not something perceived as requiringmuch effort but

carries the insurance that she is working towards protecting herself. She uses the

symbolicmeaningoftheproducttobuildtheself‐imagethatsheisanindividualwho

valuesherhealth.

Other participants also mirrored the belief that Ecostore products would mitigate

somehealthrisk.AsDavididentifies,otherproductswereseenaspotentiallyexposing

somerisktopeoples'health:

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There'salotofresearchthat,Idon’tthinkisparticularlyconclusivesayingthat

thesethingsaresafe.Butthere'salotof,Iguessnothugelyscientificfindingsbut

reasonably,substantialfindingsthatsaychemicalsarebadforyou.Soifyoucan

haveaproductthatdoesthesamejob,thatdoesn’tusethem,Idefinitelythinkis

good.(d21)

Ecostore were seen as carrying symbolic meanings of safety and protecting one's

health. Participants felt good using Ecostore products as they felt they were not

exposing themselves to any health risks. This was because Ecostore products were

seenas safe andgood forhealth.Using theproduct created the self‐image that they

avoided the risk of health problems. This was because the Ecostore product held

symbolicmeaningsofnaturalnessandhealth.

4.4.2 Health of Other People Laurenestablishedherselfasanadvocate forEcostoreproducts inhersocialcircles.

She regularly recommended the Ecostore baby products to her friends (l209). She

focused on this category specifically because she felt that infants were physically

vulnerable:

I've never seen anyone's baby have a skin reaction to any of the Ecostore

products.Ihaveseenprettymuch,seenlotsofbabiesreactbadlytoJohnson'sand

Ican’treallythinkofanymore.Butyouknow,thereallyhighlyfragrancedstuff.

(l463)

Her recommendation of the productswas derived fromher belief that the products

werebetterforthehealthoftheindividualwhoitwasusedon.Ingivingvisibilityand

accessibility to the product, she felt she could influence the health of her friends'

children:

IknowitssointerferingbutIcan’thelpit…oftenwhatcanhappenwhenpeople

arenewparentsandwhenbabiesgetarashtheygotothedoctor.Andprobably

thedoctorwillprescribethemsomesortofanointmentandthenyougetawhole

streamof intervention. It’s like itseemslikesuchasillythingbutarashfroma

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productthat ishighlychemicalcanbethebeginningforaninterventioninthat

child'smedicallife.Thatwillsethabitsforalifetime.(l470)

Laurensawtheadventofhavingachildasbeinganopportunitytoencourageothers

toadoptmoreenvironmentallyfriendlymodesofbehaviour.Inthisactionofexchange

shetransferredthesymbolicmeaningsofhealthandpreventionfromtheproductto

herself‐image.Shesawherselfasbeingapersonwhocaredaboutthehealthofothers,

and recommending and gifting the product helped her to build this image. The

exchangealsogaveLaurenpersonalsatisfaction,asshefeltpositiveinprotectingthe

health of those she cares about. Shewas also able to transfer some of the symbolic

meanings from the product to her friends, as many continued to use the Ecostore

productsonanongoingbasis.

Sylvia also saw Ecostore products as being a safe option, through reducing her

exposure to chemicals. She recommended hermother to also use the products. She

caredaboutthehealthofhermother,andsawencouragingtheproductsasameansof

helping to protect her mother's health. The recommendation action was relatively

straightforward,basedonthestrengthoftheirrelationship:

Ijusttoldher,Isaidyoushouldstartusingthisandstopusingthechemicals...it

wasinstant.Shejustchuckedeverythingout.(s722)(s745)

In the action of recommendation she transferred symbolic meaning of health and

safety from the product to herself. She build the self‐image that she was a good

daughterinprotectingthehealthofhermother.Hermotherreadilymadethechange

toEcostoreandalsostartedtoexamineotheraspectsofherlifestyle.

[Mymotherwas]notverygreenatall.Butmumisnow,mumisveryaware,she's

reallycarefultotryandbehealthy.(s726)

Aswell,inheroccupationalcapacitysheorderedEcostoreproductsforherworkplace,

asshesought toprotecthercolleagues’healthaswell.Shehoped thathersupplyof

Ecostoreproductswouldserveaspassive, indirectencouragement forotherstotrial

anduse:

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[IchoseEcostoreformyworkplace]BecauseIwantedtobuyecostuff.BecauseI

wantedtobuynaturalproductstotryandhelpmyworkfriends.(s849)

ShesawbuyingEcostoreproductforherworkplaceashelpinghercolleagues.Inthis

action shebuilt the self‐image that shewas a caring individual. Theproduct carried

symbolicmeanings pertaining to caring for one's health. For other participants, the

conceptofhealthalsoextendedtonon‐humans,suchastheenvironment.

4.4.3 Health of the Environment Participants identified that the environment was something that was worth

protecting. Some felt they had a responsibility to protect the environment and its

health.Ecostoreproductswereseenasenablingparticipantstomakechangesintheir

livestosupportthehealthoftheenvironment.Participantsvisualisedconcernsofthe

environment in specific issues that pertained to them. These issues also indicated

where participantsmight have felt they could have contributed. Brian for example,

focusedontheimpactofwaterways,whereasDavidconsideredlandfills:

Goodtoknowthatyou’redoingtherightthingfromapersonalperspective,but

alsogoodtoknowthatI’mnot,againgoingbacktorecyclingbecauseit’sagood

example,goodtoknowthatI’mnotputtingplasticinalandfillthatwillbethere

forhundredsofyearsandwilldefinitelyimpactonsocietyfurtherdownthetrack.

(d510)

Participantsallvisualisedthehealthof theenvironmentdifferentlyandthispertains

tohowtheenvironmentwasconnectedtothemintheireverydaylives.Thisisevident

in Lauren's dismissal of the global environmental issues of carbon warming and

supportofmorelocalandvisibleaspectsoftheenvironmentalworldinherownlife:

Icareagreatdealaboutthisplanet.Ithinkwe'vegonewaybeyondourpoint,I

meanglobalwarming,isirrelevant.It'simportant,butirrelevantonaday­to­day

basis. It doesn’t make any difference to what we’re doing. Litter does. Litters

unpleasant. You walk outside to your front door and you will see litter

everywhere.Soyouknow,that’sthekindathingthatIthink.Smallchanges.Every

timeI leavethehouseIpickupthreepiecesoflitter.Idon’ttrytopickitallup,

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butifeveryone,that’sthesortachangeItryandbringontomyfriends,youdon’t

have to change yourwhole life. But if you could just use this liquid then that's

great...We have more to think about now. And it will, what we do now will

influencehowthingsareintentofifteenyears.It'snotaboutglobalwarmingits

pollution.It'saboutkeepingourwaterwaysclean.(l346)

Participants saw a connotation of the environment as being a living organism and

considered the value of their actions as contributing to the health of this organism.

UsingEcostoreproductswouldsupportthelifeoftheecosystem.Participantsusedthe

symbolicmeanings of the product to build the self‐image that they cared about the

healthoftheenvironment.

Part of supporting the health of the environment, was in the hope that it would

supportexperiencesthatitprovided.LaurensawthepurchaseofEcostoreproductsas

ensuringthatherchildwouldexperiencenatureasshedidasachild:

Ineedtoknowthathewillbeabletotake, it’snotaboutwhetherhegetstogo

fishingornot,becauseheprobablywill, fishing iskindofmy [metaphor]…well

when Iwas a kid,we used to fish off PrincesWharf down in the city…We’d go

down there and my dad sits there. We used to catch crabs and fish like little

Kahawai and stuff off PrincesWharf that was only like thirty­five years ago, I

doubt very much that you'd catch anything down there now. A couple sailors

maybe.But,sothat’slikehimthere.ButthereareotherplacesIcantakeRobert

[son]togofishingbutinthirty­fiveyearsit’suptometoworkoutwhetherhecan

takehischildrentothatplace.Andthatplacethatwetakehimismanymilesout

oftownalready.(l365,l370,l375)

Lauren sees symbolic meanings of supporting the health and sustainability of

experiences in Ecostore products. When she purchases the product, she transfers

thesesymbolicmeaningstoherselfasanindividual.Shebuildsaself‐imagethatsheis

being a goodmother through contributing to the possibility that her son can enjoy

experiencesofnature.Sheseestheseexperiencesasvaluable,anddesiresforherson

tohavethemaswell.

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Laurenandotherparticipants'beliefthatEcostorewasagoodthingandthatitmadea

genuinecontributiontowiderissueswassupportedbythebeliefthatthebrandwas

trustworthy.Thethemeoftrust is importantas itunderliesthepreviously identified

symbolicmeaningsofEcostoreproducts.

4.5 Trust Participants described Ecostore to be more trustworthy than other brands in its

claims.Thesymbolicmeaningoftrustinproductsvalidatedthebeliefthatavaluable

contribution was being made. Participants placed trust in the brand in that they

thought Ecostorewas a genuine, environmentally conscious brand and organisation

andthatsupportingthemwastherightthingtodo.Sylviaelaboratesontheirtrustof

thebrandoverothers,includingothereco‐brands.

[I]thinkalotofpeoplehavegotonthebandwagonofitforsure,alotofpeople

are you know, throw around the word eco around willy nilly, and you can

actuallyseethingsthatsortaclaimtobeeco,youknowjustlikehowtheythrow

organic around, lots of products you see these days say they’re organic and

natural and they’re healthy and then you actually read the ingredients and

they'renotatall.Which isreallydisappointingthat it'sbeenabletobeusedso

freely, so Iguess that’sanotherreasonnot to shoparoundbecause, inEcostore

wetrust[laughs].(s924)

TanyaalsoclearlydemonstratesherbeliefandtrustoftheEcostorebrand:

I believe that they are ethical, I believe that they have integrity as a brand, I

believe that they care about the environment and animals and people and the

wellbeing of all of those three things. I believe that they’re holding themselves

accountable to their personal values. Because when they did this, when they

broughtthisstuffout,thiswholegreenmovementwasn’tinfashion.Itwasalong

timeago,likeIdon’tbelievethey’vedoneitcommerciallytomakemoney.Ithink

they’vedoneitbecausetheyhadavision.(t777)

This finding of trust is key, as the trust that these participants demonstrated in the

Ecostore brand caused them to prefer them to other eco brands. Furthermore, the

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trustofthebrandmadetheparticipantsfeelthatanycontributiontheyweremaking

wasmore substantial. There was high evidence of general scepticism against other

brandsandproducts:

I don’t know actually whether it is actually a better product or whether it is

greenerbutittellsmeitis...I'masceptic[laughs].Ihaveapersonal,Ihaveavery

deepinquiringmindandInevertakeanythingasread.(l130,l401)

Asalwayswiththesethings,unlessyouactuallygothrougheverysingleproduct

andcheckyouknowchemicalbychemicalwhat's in them,youdon’tknowhow

hundred percent green they are. But I think from the claims made on the

packaging, its pretty obvious that they are better than some of the synthetic

chemical­basedmaterials.(d397)

Theseexcerptsillustratethattheseparticipantswereatleastscepticalofsomeofthe

brandsandproductswithinthecategory.ThebrandofEcostoreprovidedasymbolic

meaning of trust. This mediated the participant’s opinion of the contribution they

couldmakeinusingtheproductbecausetheytrustedtheclaimsofthebrand.Also,the

symbolicmeaning of trustwasused to build participants' self‐image that theywere

trustworthy.Asillustratedearlier,LaurenandSylviarecommendedproductstoothers

(l209)(s722).Trust in theproductwas importantbecause theseactionsofexchange

were reflections of themselves. There was evidence that Sylvia used her trust to

influencehermother:

IbelieveyouandItrustyou[mothertoSylvia],andIwaslike,good.(s754)

SylviawascomfortablerecommendingtheEcostoreproductbecauseshe trustedthe

claimsmade by the product. The symbolicmeanings of trust also links to the other

themes that have been identified in this chapter. Firstly, trust links to the theme of

virtue(Section4.2)becauseparticipantshadsomebeliefthattheproductwasabetter

option for theenvironmentandthat itdidmakeadifference.Secondly, thesymbolic

meaningoftrustunderliesthethemeofvalues(Section4.3)asparticipantsheldsome

certainty over the values that the product had. Thirdly, trust links to the theme of

health(Section4.4)asitsupportsparticipants’beliefthatitwasbetterfortheirown

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health and others. As illustrated, the symbolic meaning of trust is an important

foundationforparticipantstobuildtheirself‐imageinmanyrespects.

ThefindingoftrustillustratesthestrengthoftheEcostorebrand.Thetrustwasheld

inwhattherangerepresented,asopposedtoindividualproducts.Thebranditselfwas

drawnfromanumberofbeliefs,asthefollowingexcerptwillillustrate:

IsupporteverythingNewZealand.It'sveryimportant,itmakeseverythingbetter.

Itmakesitbetterifit'smadehere,itgivespeoplejobs.(s590)

SylviatrustedtheEcostorebrandasshesawitasasmall,NewZealandcompanythat

wascompetingwithlarge,uncaringcorporations.SheseessymbolicmeaningsofNew

Zealandintheproduct.Thisallowshertobuildherself‐imageofnationalismthrough

choosingproducts thataremade locally.Otherparticipantsalsomirroreddegreesof

this belief as well. Jennifer sees her choice of Ecostore as supporting a worthy

organisation:

IkindathinkI’drathercutoutthemiddlemanandnotgiveFoodtownmymoney.

I’drathergiveitstraighttothoseguys…Ihaveafeelingthattheseguysarequite

genuineaboutwhattheydo.(j28,j319)

The trust placed in the brand allows Jennifer to build the self‐image that she is

contributing to aworthy cause.Her reference toEcostore as people stems from the

interpersonalexperiencesshehashadthroughvisitingthestore.Herritualactionof

refilling and stocking up products transfers the symbolicmeaning. Jennifer believes

heractionofpurchasingfromtheretailstoredemonstrateshersupportofEcostore's

philosophy and beliefs. Similarly, Sylvia places trusts in the brand and is happy to

supportthem.Shedemonstratespassionandempathyforthebrandinthefollowing

interviewexcerpts:

[I'mhappytopaythehigherpriceofEcostore]because it’sasmallmarketand

it’s a premiumproduct and you’re payingbecause it is on sucha smaller scale

then the other brands and anything you’re buying in the supermarket is being

made in the zillions, isn't it? Youhave to pay premium for all that. So it's fine.

(s612)

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Alothaschangedintheyears,soit’sgoodthattheydidn'tthinkthattheycould

justmakewhat theydid tenyearsagoandkeepmaking it.They'vegot tokeep

changingtheformulaandkeepupwiththemarket,otherwisesomeoneelsewill

justcomein,won’tthey?(s395)

Inherpurchaseoftheproduct,shebuildstheself‐imagethatsheisanindividualwho

is committed to helping the underdog. The symbolic meaning of trust grounds her

belief that they are a genuine organisationwith company values that alignwith the

personalvaluesofSylvia's.

Lauren'strustinEcostorewasborneoutofherexplicitactionsofinformationseeking.

Describing herself as a sceptic due to her background inmarketing, she decided to

spend time looking into the ingredients of one of the products. She describes her

resultsasbelow:

AttheendofitIdiscovereditwasaperfectlysafe,reallygoodproductthathad

nothing in it that I felt uncomfortable about putting on my child and that

actuallygavemealotofconfidenceintherestoftherange…generallyspeakingI

think that says that they have the same level of integrity across their whole

range.Thatmightbenaïve,butthey’vedonetheirjobbyconvincingmeofthat.

(l282,l287)

Ihope,Ireallyhope,thattheyaredoingitfortherightreasons.Ibelieveofwhat

I'vereadoftheircompanyphilosophyandtheinformationontheirwebsitethat

whattheydoreallyareforgenuinereasons.(l402)

TheresultsofLauren'sresearchenabledhertoseesymbolicmeaningsoftrustinthe

Ecostore brand. As reflected in her sentiment above, she also felt she can trust the

otherproductsthatshedidnotlookup.Similarly,Sylviadoesnotfeeltheneedtolook

intoproductsbecauseshehastrustinthem:

Probablynotsomuch[research]onEcostorebecauseIthinkthey'reatthatpoint

where they'renotgoing to slip some chemicals in therebecause itwouldbe so

detrimental forthebusiness itwouldn’tbeworthit.ButforanyotherproductI

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buy, I read everything, I read all the ingredients. It's when you realise that

somethingthatsaysorganicdoesn'tmeananything[laughs].(s942).

Lauren and Sylvia both note they did not engage in extensive or regular research.

Despitethis,theyhavestillrecommendedtheproductstoothers(l301,s754).Thisis

because they trust the products themselves. The symbolic trust is used to build the

self‐image that they are also trustworthy individuals, because they have

recommendedproductsthattheytrulybelievein.

4.6 Chapter Summary This chapter has outlined the findings of this study. Several themes of symbolic

meaningsemergedfromthein‐depthinterviews.Thethemespertainedtotheareasof

virtue, personal and collective values, health and trust. Symbolicmeanings in these

themes were used to build the desired self‐image of participants. The particular

actions that participants took with the Ecostore‐branded products reflected the

symbolicmeaningtheysawinthem.Excerptsfromthetranscriptssupportthethemes

ofsymbolicmeaning.Thefollowingchapterwilldiscussthe importanceandvalueof

thesefindings.

89

5 Discussion & Conclusions

5.1 Introduction Thisfinalchapterprovidesasummaryanddiscussionofthefindingsofthisstudy.It

seeks to place the findings in current knowledge by illustrating the extent of

similarities and differences. To achieve this, the chapter draws relevant knowledge

from related studies in the field. The importance of the findings is highlightedwith

academic and managerial implications. The potential limitations of the study are

discussed.Lastly,directionsforresearchareoutlined,withaconclusionmade.

5.2 Interpretation and Discussion of Findings This research commenced by indicating there was a gap in knowledge around the

symbolic value of sustainable products in consumption. It has illustrated a logical

progression of literature that supports the belief that products carry symbolic

meanings that are used by consumers in consumption rituals to create their self‐

image.Brands are ameans forproducts to acquire symbolicmeaning.Themodel of

symbolic meaning transfer (McCracken, 1986) illustrates the process of symbolic

meaningtransferthatisexaminedandassuch,hasservedasalensofinterpretation

forthestudy.

Attempts to address the growing concerns in sustainability have moved to

understanding the culture of consumption. This study intended to support the

formation of a cultural shift in consumer values through identifying the symbolic

meanings of a brand of sustainable products. It is hoped that identifying these

symbolic meanings will contribute to recognition of the symbolic function of

consumingsustainableproducts.Byexploring theexperiencesofexistingconsumers

ofEcostoreproducts,insightstodrivegreaterlevelsoftheconsumptionofsustainable

productscouldemerge.Thisbeliefguidedthestudy’sresearchobjective,being:

What symbolic meanings did consumers take from sustainable products to

buildtheirself‐image?

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90

The following section will outline how the research objective was fulfilled in this

study. It will do this through discussion of the specific findings that relate to and

answerthisresearchobjective.

Participants recognised the symbolic meaning in the brand of sustainable products

andusedtheirconsumptionritualsasmeansofbuildingtheirself‐image.Thefindings

ofthisstudysuggestthatthechoicetobuyanduseEcostore‐brandedproductscarries

agreatercostthannon‐sustainableproducts.Thiscostmayhavebeeninthesenseof

financial, temporal, product performance or exertion. Participants were willing to

choose a sustainable productwith a greater cost because they desired the symbolic

meaningsoftheproductsintheirownself‐image.Thefindingsofthestudyalignwith

the beliefs illustrated in Chapter 2 about the symbolic value of products and the

identity functionof consumption.The specific findings thatwere identifiedwillnow

bediscussed.

5.2.1 Self-Image of Being Virtuous The findings contained in Section 4.2.1 illustrated that participants saw symbolic

meaningsofvirtueinEcostore‐brandedproducts.Participantssawtheseproductsas

“good”andthedecisiontousethemasthe“rightthingtodo”.Thissymbolicmeaning

was developed through participants’ beliefs about the products' attributes and the

brandofEcostore.Participantsusedthissymbolicmeaningtobuildtheself‐imagethat

theywerevirtuousindividuals.Theyachievedthisthroughtheirritualconsumptionof

theEcostoreproduct.

ParticipantsmadethedecisiontopurchaseEcostoreproductsbecausetheysawvalue

increatingavirtuousself‐image.Participants saw thedecision topurchaseEcostore

products as having moral dimensions, because the product represented symbolic

meaningsofvirtue.Makingvirtuouschoicesinthepasthelpedtobuildtheself‐image

thoseparticipantswouldcontinuetomakevirtuouschoicesinthefuture.

Participantsgainedsatisfactionfrommakingachoicebasedonthevirtueofaproduct

andthecreationofavirtuousself‐image.Assuch,avirtuousself‐imagewasdesirable

toparticipants.They coulduse the symbolicmeaningofEcostore to create this self‐

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image. Participants were motivated to select Ecostore products for this reason.

Ecostore products enabled participants to fulfil the desired utilitarian function and

alsofurthercontributetothecreationoftheself‐imageofbeingvirtuous.

Thesymbolicmeaningofvirtueexistedwithoutparticipantsbeingentirelycognisant

of how the productswere specifically good or better for the environment.However

this did notmatter, as participants were still able to use the symbolicmeanings in

building theirself‐image, simplybecause theybelieved that thevirtuewasreal.This

mirrors the findings of Pickett‐Baker andOzaki (2008)who found that participants

felt good about buying brands thatwere less damaging to the environment, despite

possessing limitedknowledgeof theproduct's actual impact.The implicationof this

finding is that sustainable products can have symbolic meanings of virtue without

necessarilyhavingattributes that imply it tobe.Per themodelof symbolicmeaning

transfer(McCracken,1986)explainedinSection2.5.1,instrumentsofadvertisingand

fashion can imbue products with symbolic meanings. If marketing communications

can accentuate the symbolic meanings of virtue seen in sustainable products, the

consumptionoftheseproductsmayincrease.

The self‐image of being virtuous is important to encouraging the consumption of

sustainableproducts.Previousresearchseestheconsumptionofsustainableproducts

asbeingasociallyconsciousformofconsumerbehaviour(Moisander,2007;Vermeir

& Verbeke, 2006). If sustainable products have symbolic meaning that enables

consumers to build the self‐image of being virtuous, their consumption may rise

simply out of the individual's satisfaction that is gained through acting in virtuous

ways(Ritov&Kahneman,1997).Thesatisfactionfromactinginvirtuouswaysreflects

the consumer's willingness to contribute to the public good (Kahneman & Knetsch,

1992).Ensuringthatsustainableproductscarrysymbolicmeaningofvirtuewillserve

to encourage sustainable consumption behaviour, because it is desirable for

consumerstobeseenasvirtuous.

Being a virtuous individual links to the image of being a responsible individual.

Through acting in virtuous and moral ways, participants could demonstrate they

acceptedresponsibilityforthethingstheyfeltwereimportanttothem.

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5.2.2 Self-Image of Being Responsible IntheirconsumptionofEcostoreproducts,participantscreatedaself‐imagethatthey

were being responsible and that they recognised they had responsibilities.

Participants saw symbolic meanings of caring for the environment in Ecostore

products.Byusingaproductthattheyfelthelpedtheenvironment,theywereableto

fulfil their commitment to this responsibility. The findings suggest that consumers

considertheconsequencesoftheirconsumption.Throughthisrecognition,andacting

on it, participants could build the self‐image that theywere acting in a responsible

manner. Other research has suggested that consumers do take into account the

consequencesoftheirconsumption(Moisander,2007).Thefindingsofthisstudyadd

tothisbysuggestingthattheactofaccountingfortheconsequencesofconsumption

enablesconsumerstobuildaself‐imageofbeingresponsible.

The notion that consumers express their feelings of responsibility in their purchase

behaviourhasbeennotedinotherresearch(dePelsmacker,etal.,2005).Thefindings

of this study further extend this notion by demonstrating that the feelings of

responsibility are also expressed in consumption behaviours beyond the purchase

action.Forexample,participantsensuredtheyrecycledthepackagingoftheEcostore

product to maintain the self‐image of being a responsible member of society.

Participantsused all actions takenwith sustainableproducts to build the self‐image

that theywere responsible, rather than only the purchase decision. This is because

productshave symbolicmeanings that arepresent in everyactionparticipants take,

andnotsimplyduringthepurchaseaction.

Participants differed in what exactly they felt responsible for. Previous research in

sustainable consumption sees concern as occurring in three categories. These

concerns alignwith the self‐imageof responsibility. The three categories of concern

are concern for the environment (biospheric), concern for others (social‐altruistic)

and concernwith self (egoistic) (see Axelrod, 1994;Merchant, 1992; Schultz, 2000;

Stern&Dietz,1994;Stern,Dietz,&Kalof,1993). Examplesofthesetypesofconcern

wereevidentinthefindingsofthisstudy.

Firstly, Tanya andDavid felt that in buying Ecostore, they act on their concern and

responsibility of the environment. Secondly, Lauren gifts Ecostore products to her

friends out of the concern that other productswould compromise the health of her

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93

friends’children.Thirdly,SylviausesEcostoreproductsoutoftheconcernthatother

productscanhavenegativeimpactsonherhealth.Becauseparticipantsareactingon

the different types of concerns they have, they are able to build the self‐image that

theyareresponsibleindividuals.Theycandemonstratetheycareaboutthewellbeing

of things, others and themselves in their consumption actions. This can result in a

personal sense of satisfaction because satisfaction is largely dependant on what

happens to the things individuals care about (De Young, 2000;Wallach &Wallach,

1983).Thethreetypesofconcernreflectwhatparticipantscareaboutintheirlives.

The self‐image of being responsible is important to sustainable consumption. It has

been previously suggested that sustainable consumption is a process that leads

individualstofeelbothresponsibleforandempoweredinaddressingtheriskstoboth

themselvesandthewiderenvironment(Connolly&Prothero,2003).Thismeansthat

symbolic meanings that enable the self‐image of responsibility are necessary for

consumerstoengageinsustainableconsumption.Consumersneedtohaveconcernor

responsibility towards an issue for them tobemotivated to change theirbehaviour.

Thisisbecausesustainableconsumptiondoesnotdeliveraninstantpersonalgainas

the benefit is for society is and is very much future‐orientated (McCarty & Shrum,

1993).TheparticipantschosetopurchaseEcostoreproductsoverotherspurposefully.

They recognised that buying Ecostore was symbolically demonstrating their

commitmenttothethingstheyfeltresponsiblefor.

The importance of the self‐image of responsibility is thatwhen consumers perceive

themselves as having a responsibility, having a subsequent sense of contribution

becomes a necessity (De Young, 1993). The image of being responsible reflects the

consumer'sbeliefsaboutwhat isworthwhileprotecting.Makingcontributionsbased

on the consumers' sense of responsibility forms the next self‐image identified from

thisstudy.

5.2.3 Self-Image of Being a Contributing Member of Society The findings in Section4.2.2 have shown that participants seeEcostore products as

carrying symbolicmeanings ofmaking a difference. The fact theproductsmayhave

hadamarginalenvironmentalvalueinpracticewasnotsignificantbecauseitwasthe

symbolicmeaning that participantswere contributing thatwas important. By using

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94

products that they feltmade a difference, participants built the self‐image that they

were contributing members of society. The contribution they made was not

necessarilyrelatedtoanyobservableimprovementsinenvironmentalquality.Instead,

the contribution theymade is symbolic andas such, has emotionalbenefits that are

basedonthesymbolicmeaningoftheproducts(Hartmann&Ibáñez,2006).

It remains to be discussedwhat exactly participants felt they were contributing to.

Theirareaofcontributionfollowsthethreecategoriesofconcernthatweredescribed

in Section 5.2.2. Participants saw themselves as contributing to concerns of the

environment, thewellbeingofothers,andalsotothewellbeingof themselves.These

differentconcernsallow for thecreationofdifferentiatedself‐image.Contributing to

the environment helped participants to create the self‐image of being an

environmentalist. Contributing to the wellbeing of others allowed participants to

create the self‐image of being a goodmother, daughter, son, friend or colleague. In

lookingafterthemselves,participantscouldcreateaself‐imagethattheywerelooking

afterthemselvesandcaredabouttheirwellbeing.Thisisevidentinthefindingsofthis

study as one participant did describe herself as feeling selfish in her selection of

Ecostore products. She felt others could have interpreted her caring for her own

wellbeingasa selfishaction,becauseshewasnot contributing toanotherpersonor

area.

Theself‐imageofbeingacontributingmemberofsocietyhasimportanceforthearea

ofsustainability.AccordingtoAxelrod(1994)some individualswillseeksatisfaction

from knowing they have contributed to resolving important societal and global

concerns. This satisfaction can motivate people to make decisions that they feel

contributes to theirdifferent concerns.Thismeans that if sustainableproductshave

symbolic meanings that pertain to making a contribution, the consumer will be

motivated by the satisfaction that can be achieved through consuming them.

Furthermore, it has been suggested that consumers of sustainable products need to

have felt that theiractionshavemadeacontribution(Autio,Heiskanen,&Heinonen,

2009;Straughan&Roberts,1999).Thefindingsofthisstudyindicatethatconsumers

ofEcostoreproductsdidfeelthattheymadeadifference,atleastsymbolically,which

iswhythosechosetoconsumethemovernon‐sustainableproducts.

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Participantssymbolicallycontributedtotheareasofconcernthey feltresponsible in

part because they were risk adverse. They wanted to help avoid a negative

consequenceinthewellbeingofsomethingthatwasimportanttothem.Theself‐image

ofbeingrisk‐adversewillnowbediscussed.

5.2.4 Self-Image of Being Risk Adverse AsoutlinedinSection4.4,Ecostoreproductscarriedsymbolicmeaningspertainingto

protecting the health of the individual, the health of others and the health of the

environment.Participantsusedthesymbolicmeaningofhealthtobuildtheself‐image

that theywere risk‐adverse. This is because usingEcostore‐brandedproductsmade

participantsfeeltheyweremitigatingriskstotheirhealth,thehealthofothers,andthe

healthoftheenvironment.Ecostoreproductswereseenasnaturalandbetterforthe

individualthannon‐sustainableproducts.Inactuality,thehealthvalueoftheproducts

couldbedebatable.However,thisdoesnotmatterbecauseaslongasconsumerssaw

the product as being good for health and safe, they would still use the symbolic

meaningoftheproducttocreatetheself‐imagethattheywerebeingrisk‐adverse.

The concept of risk in sustainable consumption has received attention in previous

research(Halkier,2001,2004;Tulloch&Lupton,2002).Themotivation topurchase

sustainableproductsisrelatedtothedesiretoavoidrisksthatmaypertaintotheself,

othersor theenvironment.Onceagain, the three typesofconcernexplained in5.2.2

arepertinent.Participants reduced the riskof environmental issues, the risks to the

healthoftheirfriends’children,andtheriskstowardstheirownhealth.Theself‐image

of being risk‐adversemeansmitigating the concerns that consumershave about the

wellbeing of the things that they care about in their lives. Clearly, there is

interconnectedness to the self‐image of being virtuous, the self‐image of being

responsible and the self‐image of being a contributing member of society. This is

becausesustainableproductscarrymanysymbolicmeaningsthatpertaintoallthese

differentself‐image,asoutlinedinthecontentsofthischapter.

Theself‐imageofbeingrisk‐adversehasimportanceforencouragingtheconsumption

of sustainable products. It has been previously suggested that the desire to protect

one'shealthandthehealthofothersisastrongmotivatorofsustainableconsumption

(Gan,Wee, Ozanne, & Kao, 2008; Harper &Makatouni, 2002;Miller, 1995; Padel &

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96

Foster,2005).Twoparticipantsinthisstudyweremothersanditwasevidentintheir

discussionsthat thiswasamajor influenceontheirdecisiontouseEcostore.Lauren

identifiedthatshewantedtoprotectthehealthofherson,aswellastheenvironment‐

basedexperiencesthathecouldhave.Theself‐imageofbeingrisk‐adverseisrelated

to the self‐image that these participants were being good mothers. Similarly, in

Sylvia'srecommendationofaproductshedeemedsafetohermother,shebuiltaself‐

image that shewas a good and caring daughter through her symbolicmitigation of

risk.

Participantsclearlydifferedintheirbackgroundandexperiences,andthisledtothem

holdingdifferentpersonalvalues.Whiletheyallhelddifferentvalues,allparticipants

werestillabletousetheirconsumptionactionsofEcostoreproductstoexpresstheir

ownvaluesaspartoftheirself‐image.

5.2.5 Expression of Personal Values in Self-Image AsillustratedinSection4.3,participantssawsymbolicmeaningsinEcostoreproducts

that aligned to the personal values they held or desired. Although the individual

personal values differed between participants, the Ecostore product and its

consumption were still seen as a means of obtaining, developing or expressing the

personal value in their self‐image. For example, Tanya considersherself as having a

greenfocusandthismotivateshertopurchaseproductsandbrandsthatsheseesas

environmentally friendly. She demonstrates this personal value through her

consumption of Ecostore, thereby creating the self‐image that she cares about the

environment.The findingsof this study followsother research in indicating that the

purchaseandconsumptionofproductsisrelatedtoattemptstoachieveandmaintain

idealsthatareconceivedbytheselforothers(Hawkins,Best,&Coney,1998).

ThesymbolicmeaningofEcostoreproductsmayhavereflectedsomedesiredpersonal

value. Participants may have had an ideal‐self concept, such as being an

environmentallyresponsibleindividual,buttheactualself‐conceptmayhavebeenfar

fromthis. Inorder tobridge thisgap,participants transferred thesymbolicmeaning

through their routine consumption of Ecostore products. Consumers used their

consumption of products imbued with symbolic meaning to compensate for the

inadequacies and inconsistencies between the actual and desired‐self‐image (Elliott,

Discussion&Conclusions

97

1997). The symbolic meaning of a product provides a means for the consumer to

portray an image to others (Belk, 1988; Grubb & Grathwohl, 1967; Grubb & Hupp,

1968; Solomon, 1983). For example, Karen sees Ecostore products as being

representative of being environmentally conscious and sees using it as a step to

becoming an environmentally conscious individual, at least symbolically. The

significanceofthisfindingisthatconsumersareinfluencedbytheimagetheyhaveof

themselves(Zinkham&Hong,1991).

Some participants had dormant personal values. These were previously developed

throughearlierexperiences.ForDavid, valuesof environmentalismwere instilledat

anearlyagethroughhiseducationbuiltonSteinerphilosophy.TheEcostoreproduct

carriedsymbolicmeaningsofenvironmentalism.Thus,hesawthesymbolicmeanings

pertainedtohisdormantvaluesandthathecouldrealisethesethroughconsumingthe

product.

As well as a self‐image, participants also used the symbolic meanings of Ecostore

products to create an image for a collective. This was because one aspect of the

consumptionwasdoneinthecontextofacollective.Forexample,Laurenspokeabout

wantingtocreateasustainability‐focusedhousehold.ShesawEcostoreasbeinggood

for the environment. In her actionof purchasingEcostore, shewas establishing and

confirming that her household and self were being sustainability‐conscious. The

collective has potential for influencing consumption behaviour. Tanyamoved into a

flatwheretherewerestrongvaluesofenvironmentalism.Sheidentifiedthatbehaving

in accordancewith the values of the collectivewas necessary for participation. The

implication for sustainable consumption is that the image of a collective can be a

stronginfluenceoveranindividual'sbehaviour.Asallconsumptioncanbeunderstood

as occurring in some collective context, such as being a New Zealander, collective

values have considerable potential for increasing the consumption of sustainable

products against a large population. This will only occur where the values of the

collectiveareincongruencewiththesymbolicmeaningsthatareseeninsustainable

products.

The implicationsof the findingsof thestudyon theareaofsustainableconsumption

willnowbeoutlined.

Discussion&Conclusions

98

5.2.6 Beyond Sustainability The findings of this study suggest that participants used the symbolic meanings of

Ecostore‐branded products to develop aspects of their self‐image. The products

containedsymbolicmeaningsthatparticipantsdesiredandthisleadtothemchoosing

Ecostore over non‐sustainable products. However, participants were not always

consistent on their purchases of sustainable products. Although the ritual served

importantsymbolicfunction,participantsdidnotfeeltheyneededtousesustainable

productsineveryoccasion.

Participantsmayhaveusedneutralisationtechniques(Chatzidakis,Hibbert,&Smith,

2007)tojustifyselfishgoalsoverthepurchaseofsustainableproducts.Forexample,

someparticipants reflectedon theirnon‐consumptionofEcostoreproductsasbeing

duetotheadditionalcosttheysawinitsuse.LaurensawusingEcostoreproductsas

requiringmoretimeandeffort.Asshefeltshewasnolongerabletoinvestthisextra

timeandeffort,shefeltshehadtouseanotherproduct.Shedoesrecognisethelossof

thesymbolicmeaningsincreatingherself‐image.AsoutlinedinSection4.2.1,Lauren

feelssheneedstoexertcognitiveeffortinallowingherselftoacceptaproductthatdid

notcontributeasmuchtoherself‐image.Thisrelatestootherresearchwhichsuggests

that there is a greater relative cognitive effort in acting on one's values over utility

(Biel&Dahlstrand,2005).Thus,thedecisiontouseEcostoreisharderforconsumers

tomakebecausethevalueissymbolicandnotutilitarian.

It has previously been noted that consumers fail to understand the connection

between the buying decision and environmental consequences without information

suchas labels, to remind them(Rokka&Uusitalo,2008).Sustainabilityasa concept

was not well understood by participants, who generally focused on general

environmental aspects. The lack of sustainability language is important. This is

becauseculturalchangeoccursnotwhenpeopleargue,butwhentheystartspeaking

differently(Rorty,1979).PreviousworkbyMacnaghtenandJacobs(1997)notedthat

an individual's own sense of agency in relation to sustainability has beenweak. As

such,thereexistsasenseofpowerlessnessforconsumers,inspiteofacceptingthere

wasan individual responsibility.Thissuggests that inorder forconsumers toacton

theirself‐image,informationprovisionmustbeinplace.Thiswillsupporttheideaof

sustainabilityenteringthedialogueofconsumers.

Discussion&Conclusions

99

Sustainable consumptionhasbeen identifiedasbeinga socially constructedconcept

(Autio,etal.,2009).Thisisbothintermsofwhatcountsasbeingsustainableandwhat

responsibilities are assigned to consumers. Consumer culture has continuously

mouldedintoamulti‐layeredconstruction(Belk,2004;McCracken,1988a).Basedon

thefindingsofthisstudy,itmaybethatthisaspectofconsumerculturehashindered

how participants have come to (or not) conceptualise sustainability. A culture

emphasising sustainability could actually come from consumers themselves. The

findings of this study have shown that many aspects of sustainability are already

present in the self‐image of consumers of sustainable products. The self‐image of

consumersofsustainableproductscouldbeusedtoconstructaconsensusofwhatit

meanstobeaconsumerofsustainableproducts.

Previousliteraturehasbeencriticisedforassumingthatenvironmentalawarenessisa

pre‐condition for sustainable consumption (Meyer, 2001).The findingsof this study

agree that consumerswho did engage the purchase of sustainable products did not

necessarilyhaveanyawarenessorspecificintentiontohelptheenvironment.Atface

value,Ecostoreproductswereneededtofulfilutilitarianfunctions.Butasthefindings

ofthisstudyhaveshown,thesymbolicmeaningsoftheproductallowedparticipants

to build their self‐image. Developing an understanding of this process and allowing

consumerstoseethevalueoftheirownactionswillonlyservetoincreaseconsumer

consciousness and subsequently, the levels of consumption towards sustainable

products.Thecontributionofthisstudytotheacademicfieldwillnowbeoutlined.

5.3 Academic Contribution Thisstudyexploredforthefirsttime,thesymbolicmeaningsinabrandofsustainable

products through their respective consumption actions. By focusing on a specific

brand of household cleaning and body care products, this study has been able to

provide an account for the symbolic meanings. It has provided a basis for

understanding that consumers recognise and use the symbolic meanings of

sustainableproductstobuildtheirself‐image.Thisprocesshasbeenillustratedfullyin

thecontentsandfindingsofthisresearch.

Few studies in sustainable consumption have ever examined the product situations

beyond the intention to buy (Rokka & Uusitalo, 2008). As this is an area not

Discussion&Conclusions

100

extensivelyexplored,thisstudycontributesgreatlytothisbodyofknowledge.Existing

consumerresearchhastendedtofocusontheareaofpurchasedecision‐makingtothe

neglect of understanding the thinking behind choices and actions of sustainable

consumption. The findings of this study highlight the importance of looking beyond

the purchase. Consumers take purposeful actions throughout the life of a product,

because products possess symbolic meaning at every stage, even at disposal. The

actionsarehighlyvaluabletoconsumersastheynotonlyallowtheproducttoservea

function,butalsoallowsymbolicmeaningtobetakenfromtheproductandintotheir

self‐image.

Exploring beyond the functional to the symbolic and identity functions served by

products is important for thegoalof consumer research.The findings illustrate that

consumers recognise the symbolic meanings in sustainable products and that the

desiretochoosethesearebasedonitsvalueinbuildingtheirself‐image.Thisresearch

contributes to academic knowledge as it has helped to identify the meanings of

sustainable products in relation to the lives of its consumers, a general objective of

consumer research (Levy, 1981). Fulfilling this understanding for the category of

sustainable products is of particular importance given its implications for the

wellbeing of society and the environment. This study has provided an important

academic contribution in furthering knowledge around the symbolic meanings of

sustainable consumer products. This will lead to further research that will help to

develop the cultural shift in consumption values that could be used to address

sustainabilityissues.

Another contribution of this study is the finding that while consumers wished to

imbue their self‐image with sustainable products, they did not always purchase

sustainable products. Some barriers to the purchase of sustainable products were

costs, social contexts and norms. Some facilitators to the purchase of sustainable

productswerehealth, social contextandnorms,and feelingsof social responsibility.

There is evidently potential to increase the consumption of sustainable products

among people who are already doing so at some level. The findings of this study

suggest that consumers themselves could develop stronger cultures of consumption

throughtheirownunderstandingoftheirbehaviour.Thisstudyhasprovidedastrong

foundationtofurtherunderstandingthetrueandfullvalueinactsofconsumption.

Discussion&Conclusions

101

Thefindingsofthisstudyalsohaveimportantmanagerialimplicationsandthesewill

nowbeoutlined.

5.4 Managerial Implications Thefindingsofthisstudyhavemanagerialimplicationsformarketersinnewproduct

development,marketingmanagementandadvertisingcommunications.

This study has provided an analysis into the symbolic meanings of a brand of

sustainable products. Recognising these symbolic meanings and reflecting them in

brand and product attributes would be a potential means of motivating consumer

responses. From a product development perspective, this couldmean attempting to

incorporatethesesymbolicmeaningsintheproductsortheproducts'functionality.As

it has beennoted that people drive to consumeproducts is in part because ofwhat

theyrepresent, reflecting thesymbolicmeaningscouldmeanmorepeoplechoose to

consume sustainable products over non‐sustainable products. For example, an

advertising campaign could show that the productmeans caring for the family and

thatusingtheproductshowsbeingagoodmother.

Animportantfindingofthisstudyisthatthemeaningsofsustainabilitywerenotwell

notedorunderstoodinthedialogueofparticipants.Instead,moregeneralisednotions

of environmentalism and virtue were emergent in the study. This suggests that

sustainability isnot alwaysakeymotivatorofpurchasing theseproducts. Instead, a

multitudeofothersymbolicmeaningscompelpeopletochoosesustainableproducts.

An implication of this study is that consumer education of greater information

provisionaroundsustainability isnecessary if this is intendedtobeamotivatorofa

culturalshift invaluesofconsumption.Knowledgemayalsobeusefulforconsumers

who are already engaging in sustainable consumer products as the findings of this

study suggest there is potential to grow their consumption of sustainable products.

Education could be achieved through social marketing that utilises the identified

symbolicmeaningstoencourageconsumptionofsustainableproducts.

Inorderforcommunicationstobeeffective,meaningsmustbesharedbymembersof

thecultureat somebasic level (Blumer,1969;McCracken,1986).Marketersneed to

have amore thorough understanding of consumers and themeaning of products in

Discussion&Conclusions

102

order to improve their strategic decisions, such as target market and product

positioning(Keller,1993).Currentresearchsuggeststhatmarketingcommunications

for sustainable products are not being exploited to its potential (Pickett‐Baker &

Ozaki,2008).Usingthesymbolicmeaningsidentifiedinthisstudyinnewadvertising

communicationswould help consumers identify the products, which can help them

create their self‐image. After all, effective advertising is those that reflect consumer

perceptionsandexpectationsfaithfully(Domzal&Kernan,1992).Asillustratedinthe

findings, consumerscangainasenseof satisfaction throughacquiringself‐imagesof

beingvirtuous,responsible,andcontributingmembersofsociety.Communicatingthis

in advertising communication or social marketing could encourage greater

consumptionlevelsofsustainableproducts.

5.5 Limitations Whilethisstudyhascontributedtoknowledgearoundsustainableproductsandtheir

symbolic meanings, it is necessary to address some potential limitations of the

approachtaken.

This study used McCracken's (1986) model of symbolic meaning transfer as a

frameworkforinvestigatingthesymbolicmeaningofabrandofsustainableproducts.

Thefocusoftheresearchlaidintheprocessofmeaningtransferbetweenproductand

consumeras illustrated inSection3.2. Itcouldbe interpretedthat the fulluseof the

modelmay have helped to develop a fuller understanding of the symbolicmeaning

transferprocess.Thescopeofthisstudywaslimitedduetotemporallimitations.

A potential limitation of the research approach was the focus on a single brand of

sustainable consumer product. A possibility is that this focus may have influenced

participants by implying that Ecostore was the "optimal" choice. To address the

possibility of this limitation, the interviewer ensured that participantswere advised

that the focus on Ecostore was only to guide the questioning of the interview. The

interviewer was clear to assert that Ecostore was not seen as necessarily being a

betterchoice,northatanybrandwasanyworse.

The selection of the Ecostore brandmay have influenced participant’s discourse, as

they considered Ecostore in multiple senses of brand, company, manufacturer and

Discussion&Conclusions

103

retailer. As there were multiple interpretations of who exactly Ecostore was, the

intendedfocusontheproductsinsustainableconsumptioncouldpossiblyhavebeen

compromised. However, this study contends that considerations of Ecostore in

multiple senses are only complementary to the findings of the study. In using the

model of symbolicmeaning transfer (1986) as a lensof interpretation, analysiswas

grounded on the interaction between product and consumer. These actions would

inevitablyfocusonEcostoreasaproduct.Questionsinthein‐depthinterviewrelated

to the products only. The products themselves were used as props in the in‐depth

interviews to invoke participants' memories. Thoughts on Ecostore as a store or

company would only add to the findings or future research by highlighting where

symbolicmeaningmay have been sourced. This also gives clear grounds for future

researchtoexplore.

Apotentialmethodologicallimitationisduetotheinterviewtechniqueused.Thiswas

thefirstoccurrenceoftheresearcherconductinginterviewsandwithagreaterlevelof

experience a more focused probing or questioning may have emerged. There were

some instances inwhich participantsmay not have elaborated on their experiences

fully.However,itwasfeltthattheinterviewswerecompletedtoasufficientstandard.

Thequalityoftheinterviewwassupportedthroughtheuseofindicativequestionsas

part of the interview guide. As outlined in Section 3.6.2 and Section 3.6.3 the

interviewsweredevelopedwiththeresearchsupervisorandpre‐testedbeforetaking

place.Furthermore,thefulltranscriptsareprovidedforreviewinAppendix7.7.

In some cases, participantswere unable to recall some of their earlier consumption

experiencesintheinterviews.Someexperiencesoccurredyearsagoandmaynothave

beensalientinthemindoftheconsumer.Thishasbeendefinedasmemoryrecallbias

(Bryman&Bell,2007).Useofavisualaid,theproductpackaging,didhelpparticipants

to recall more recent experiences and the researcher did provide allowance for

participantstoconsidertheirthoughtsbeforeresponding.Inaddressingthispotential

limitation, the study focused mainly on statements and sentiments in which the

participant spoke with certainty. Based on the research objective and research

approachitwasfeltthataccountsprovidedwereofsufficientaccuracy.Inanycase,it

was not expected that participants would provide extensive, data‐rich accounts of

their consumption experiences. Furthermore, in holding a constructivist perspective

Discussion&Conclusions

104

this is not seen as an issue, as all knowledge is created through the interaction

betweenresearcherandparticipant.

The participants in this study were selected based on their past usage of Ecostore

products.Asexplained inSection3.6.4, thiswasnecessaryas themodelof symbolic

meaning transfer (1986) sees symbolic meanings as understandable only in the

processoftransfer,whichisachievedthroughactualconsumption.Assuch,thescope

ofthisstudycannotidentifyanythingthathappenswithanEcostore‐consumerfroma

non‐Ecostore consumer, because the latter is excluded fromdata collection. Instead,

the value of the research lies in understanding theproduct and act of consumption,

ratherthanthetypeofconsumer.Thefindingsofthisstudyhaveillustratedwhatany

consumer may gain symbolically from using sustainable products, rather than only

certaintypesofconsumers. Asexplained inSection2.2.2, thisstudyavoideda focus

on consumers, as ultimately, it would have been likely that any findings would be

contradictedbyfuturestudies.

5.6 Directions for Future Research Thisstudyhasprovidedastartingpoint forextendingconsumerbehaviourresearch

intotheareaofsustainableconsumption.Duetothescopeofthisstudythereremaina

multitudeofareasthatfutureresearchcouldexamine.

This study used the model of symbolic meaning transfer (1986) as a lens of

interpretation for investigating the symbolic meanings of a brand of sustainable

products.AsnotedinSection3.2,thefocushasbeenontheritualsoftheconsumeras

an instrument of meaning transfer from consumer product to the individual's self‐

image.AsdiscussedinSection2.3.2thebrandingofproductsisanimportantsourceof

symbolicmeaning.However, itwasoutside thescopeof this research toexplore the

processofbrandingandotherinstrumentsofmeaningtransferfromculturalworldto

product.Thepresenceoftheseinstrumentsisevidentinthefindingsofthestudy.The

processofproductsacquiringsymbolicmeaningisanequallyimportantconsideration

ofthewidersymbolicmeaningtransferprocess.Thisisanareathatmeritsattention

as it has potential for providing brands and marketers better management and

utilisation of the symbolic meanings seen in their products. This may result in

increasedconsumptionofsustainableproducts.

Discussion&Conclusions

105

Otherinstrumentssuchaspackaging,sponsorshipandadvertisingalsoinstilsymbolic

meanings unto brands and their products16. Future research could examine the full

process of how the symbolic meanings identified in this study have come to be

acquiredbyproducts.Forexample,researchexploringsustainabilitylabelling(e.g.de

Boer, 2003) has yet to account for the symbolic value of sustainable products. This

suggests that producer‐generated instruments ofmeaning transfer are an area that

still remains unexplored in sustainable consumption. The findings of this study

suggest there is potentiallymuch value in exploring the packaging and semiotics of

sustainable products. Thereweremultiple references to the packaging and product

design throughout all participants’ transcripts. This suggests that these were

potentially influences on the symbolic meaning that participants saw in Ecostore

products. Furthermore, some participants claimed some of their purchase decision

behaviourwasguidedbythepackagingoftheproduct.

Future research could attempt to replicate the approach of this study into other

industries andproduct categories.Under the typologyofFournier (1991,p739), the

householdcleaningandbodycareproductsinvestigatedinthisstudyarecategorised

as "objects of utility". The significance of such objects is tied to it characteristic

attributesandbenefitsandtheinherentneeditprovides(Fournier,1991,p736).The

FMCG category couldbe considered low‐involvement and low‐investment compared

to the category of a motor vehicle. Previous studies have indicated that high

involvementpurchaseshavemorevalueplacedonenvironmentalperformanceover

frequently purchased products (Sriram & Forman, 1993). For products, where the

priceparityisgreater,suchasforahybridcar,theremaybeothersymbolicmeanings

in a consumer'sdecision topurchase.Previous research in sustainable consumption

has identified that the sameconsumerwillnotuse the same information sourcesor

decision‐makingcriteriaacrossdifferentproductsectors(McDonald,etal.,2009).As

the lifetimeof theseproducts isgreater than thatofproducts in theFMCGcategory,

the ritual actions may also differ in their significance. Comparing these with the

symbolic meanings found in this particular studymay be illuminating to the wider

process of symbolic meaning transfer and the symbolic meanings of sustainable

productsasawhole.16 See Tharp and Scott (1990) for an overview of the role of marketing processes in creating

symbolicmeaning.

Discussion&Conclusions

106

A direction for future research thatwould concretely extend the notion of symbolic

value from this study is in examining the practice of purely symbolic consumption.

Oneexamplethatpertainstosustainabilityisthepracticeofairlinecarbonoffsetting.

Consumers voluntarily purchase carbon credits for their flights, seeing no

instantaneousortangiblebenefit.Asthisconsumptionhasnoutility,theentiretyofits

valuewouldlieinitssymbolicmeaningsandsymbolicfunction.Thismakesthistype

ofconsumptionextremelyvaluabletoexplorebecausethefunctionoffacilitatingself‐

imageistheonlyimmediatelyvisiblemotivatorofsuchvoluntarybehaviour.Findings

from this practice could certainly further accentuate the belief that the symbolic

meaningsandimageconstructionfunctionofsustainableproductsarekeyinfluencers

inthedecisiontoconsumethemovernon‐sustainableproducts.

Anotherdirectionfor futureresearch isadoptinganother frameworkandapplying it

totheareaofsymbolicmeaningforsustainableproducts.Onepossibilityisthemodel

ofKozinets'(2001)thatwasreferredtoinSection2.5.3.Hismodelisbasedonthefirm

belief thatpassionate fansofacertainphenomenaarecapableofbecomingmeaning

creators. Using a more focussed sample of participants, such as only those who

frequented the retail store or are involved in environmental groups may deliver

valuable findings. It may emerge that regular purchasers are more participative in

creating the symbolic meanings from the products they consume. The groups they

belong to may have collective values that emphasise these symbolic meanings. As

discussed in Section 5.2.5 these collective values may be influential on the

consumptionbehaviourofindividuals.

Discussion&Conclusions

107

5.7 Concluding Statement Thisstudyisthefirsttoexplorethesymbolicmeaningbehindsustainableproducts.It

addresses a gap in current knowledge towards sustainable consumption. Previous

research has focused on the purchase decision without recognising the symbolic

qualities of sustainable consumptionpractices. Sustainable products have important

symbolic meanings that have not yet been considered. Consumers see symbolic

meaningsthattheydesireinthecreationoftheirself‐image.Thisstudyhasusedthe

modelofsymbolicmeaningtransfer(1986)tohelpidentifythesymbolicmeaningsin

abrandofsustainableproductsthroughitsconsumptionrituals.

Thisstudyhasachieveditsresearchobjectivesofexploringthesymbolicmeaningsof

sustainableproductsandmovementofthismeaningtotheconsumer'sself‐image.The

findingsof thisstudysuggest that individualsseeanumberofsymbolicmeanings in

Ecostore‐branded products. Thesemeanings pertain to the areas of virtue, personal

and collective values, health and trust. These symbolic meanings are important to

consumers.Theyseekthesesymbolicmeaningstobuildaself‐imagethatreflectsthat

they are virtuous, responsible and contributing individuals. They gain satisfaction

fromthecreationofthisself‐image.Consumptionritualsenablethismovementfrom

product’ssymbolicmeaningtoconsumer'sselfimage.Consumersalsousesustainable

products to express their personal and collective values. The findings of this study

have important implications for sustainability. Providing an understanding of the

symbolic value in consumption informs attempts to initiate a cultural shift in

consumervaluestowardspracticesofconsumption.

Despitethenotedlimitationsofthestudy,thenatureofthisresearchwasexploratory

andbuildsonthegrowingknowledgeinthisfield.AsoutlinedinSection5.7,thestudy

couldbeextended in futureresearch togivea fullerunderstandingofhowsymbolic

meaningsmaycometobeacquiredbyproducts. It ishopedthatsuchunderstanding

will lead to solutions that ultimately address the sustainability and environmental

issuesthatsocietyfacestoday.

108

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128

7 Appendices

7.1 Ecostore Products ListofEcostore­brandedproducts

Kitchen SprayCleaner

AutoDishwashPowder

DishwasherTablets

DishwashLiquid

RinseAid

Laundry LaundryPowder

LaundryLiquid

Wool&DelicatesWash

FabricSoftener

OxygenWhitener

Bathroom Handwash

Soap

Bodywash

Shampoo

Conditioner

Bubblebath

Cleaning CreamCleanser

ShowerCleaner

ToiletCleaner

GlassCleaner

Baby BabySoap

BabyNappyBalm

BabyBodyWash

BabyShampoo

BabySleepytimeBath

BabyMoisturiser

BabyPowder

Other InsectRepellent

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129

7.2 Ecostore Background

our story so far Health andwellbeing are at the forefront of product development.We love hearing

from people whose eczema or allergy symptoms have improved or disappeared all

together just by switching to ecostore. And we never compromise on performance

either; our plant and mineral based cleaning products are independently tested to

work alongside leading conventional brands. Our body and baby care ranges are

gentleonyourskin,arebeautifultouseandtheysmellgreattoo!

We are a leading New Zealand manufacturer wholesale distributor and retailer of

sustainablehouseholdandbodycareproducts.Wepromotetheuseofsafer,healthier

plantandmineralbasedproductswithnounnecessarychemicals.Ourcomprehensive

range currently consists of more than 100 products, almost all of which are

manufacturedinNewZealandtothelatestenvironmentalandsustainabilitystandards

inourownISO14001,DiamondEnviromarkFactory.

A different approach to business ecostorewasfoundedin1993byMalcolmandMelanieRandsfromtheirhomeinan

eco village inNewZealand.Theirdreamwas ambitious ‐ to create ahealthiermore

sustainable world. One of the ways they found to do this was to set up a business

providingeverydayhouseholdproductsthatcouldhelppeoplebehealthierand‘green

up’athome.ThesecondwaywasbysettinguptheFairgroundFoundation.Fairground

isacharitableorganisationthatisfundedbyecostoreprofitstopromotesustainability

through‘on‐the‐ground’action.

Small beginnings ecostorestartedoutasamailorderbusinesssellingecofriendlyproductstoasmall

group of dedicated greenies and organic gardeners ‐many ofwhomhave remained

loyal customers to this day.Within four years they had earned a reputation for our

genuine, eco friendly andhighqualityproductswithin awider community. ecostore

Appendices

130

quickly outgrew its location in the Rands’ basement and was moved to Auckland

wheremostoftheircustomerslived.

Where we are at now EighteenyearsonourproductsaremadeinourownISO14001,DiamondEnviromark

accredited manufacturing plant. In 2003 we launched our cleaning range into

supermarkets throughout New Zealand and we are exporting to Australia, United

States,HongKong,JapanandKorea.

Safer ingredients *Weuseplantandmineralbasedingredientstocreatesafer,healthierproductsthat

dothejobjustaseffectivelyasthepetrochemicalbasedones.

*Wepractisetheprecautionaryapproach‐ifthereisanydoubtaboutthesafetyof

an ingredient for the environment or for people's health we will look for a safer

alternative.

Outstanding performance * We evaluate whether each product meets our performance criteria ‐ to be

comparable,ifnotbetterthanthemarketleadingconventionalbrand.

*Allecostoreproductsaretestedby3rdpartylaboratories.

Value for money *Ourplantandmineralbased ingredientsaremoreexpensive thanpetrochemical

ones but we manage to keep our prices down by economically concentrating our

formulations.

* Each of the ingredients we use is functional; we don't add fillers to give the

perceptionofbettervalue.

*Costperuseissignificantlylessthanmanyothersupermarketbrands.

Source:www.ecostore.co.nz

Appendices

131

7.3 Interview Guide

Pre-Session • Setupappropriateseating

• Setuprecorder,testandcheckthattapesarelabelled

• Testrecorderisfunctional

• Bringalongrangeofproductsincaseparticipantdoesnotbring

• Setuprefreshments

• Setoutparticipantinformationsheetsandconsentforms

Session Intro Phase • Introduce, verablise information on participant information sheet and consent

forms

• Allowopportunityforparticipant(s)toreviewandaskanyquestions

• Askparticipant(s)toreviewandsignconsentforms

• Explainstructureofthesession

• My research explores the cultural meaning of sustainable consumer goods and

how this goes through a process of transfer from manufacturer to consumer.

Todayyou’vebroughtinanEcostoreproductthatyouuseandthequestionsIwill

asktodaywillrelatetohowyouuseitinyoureverydaylife.Iwouldliketoknow

whatyouthinkoftheproduct,andthebrand.

Session Body Phase: Indicative semi-structured in-depth interview guideline

Introductory Just to start, could you tell me a little about yourself‐ such as your set‐up at home,

backgroundandwhatyouliketodoinyoursparetime

Whatisyourviewonsustainability?

Whatdoyouthinkismeantbyit?

What“greening”haveyoudoneathome?

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132

Brand DoyourecallyourfirstinstancewithanEcostorebrand?

SowhenyouthinkoftheEcostorebrand,anditsproducts,whatkindsofthingscometo

mind?

Howdootherbrandsorproductsdiffer?(e.g.Priceandquality)

Can you recall your last instance of Ecostore, whether it be an advertisement, website,

supermarketorother?(opinionofthis)

Couldyou tellmewhich typesofEcostoreproductsyou typicallyuseand the reasoning

behindthis?

Didyoumakeaswitchfromotherbrand?(reasons)

Product Possession Couldyoupleasewalkmethroughatypicaltimewhenyoupurchasetheproductyou’ve

broughtwithyoutoday?

Wasthisinsteadofanotherproduct?

Whatwerethereasonsforthepurchase?

Whatdidyouhopetogainfromusingtheproducts?

Whatfrequencydoyoubuyit?

Couldyoujustgooveratypicaltimewhenyoutaketheproducthome?

Product Usage Couldyoudescribethelasttimeyouusedtheproduct,ifyoucanrecall?

Wasthereanyspecificdifference inhowyoumightofused it,comparedtoyournormal

products?

Howoftendoyouuseit?

Did itmeetyourexpectationsof itsproductperformance?Didyounoticeanydifference

betweenthisandtheotherbrandsyoupreviouslyused?

Whatdid(will)youdowhenyouran(run)outofproduct?

Didyourecallwhatyoudidwiththeemptypacket?

Didyourepurchasetheproduct?

Product Re-supply Andwhatdidyoudowhenyouranoutoftheproduct?

Appendices

133

Doyourecallwhatyoudidwiththeproduct?Doesthisdifferfromwhatyoumightdowith

anotherbrand?

Comparison HowdoestheEcostorebrandandproductscomparewiththeothersinthemarketplace?

WhatwouldyousayarethecompetingproductsorbrandsforEcostore?

Exchange DoyourecommendEcostoretoanyofyourfamilyorfriends?

Arethesepeopleyouwouldnormallyconsidertobe“greenies”?

Haveyouevergiftedorsharedtheproductwithothers?

Hasgreenproductsingeneral,evercameupinconversationathomeoratwork?

Session Close Phase • Announceendofsession

• Opportunityforfurtherquestionsonresearch

• Askiftheywouldlikeacopyoffindings(obtaincontact)

• Reiteratethattheymaystillwithdraw,supplycontactdetails

Thankthemfortheirtime

Sessionend

Appendices

134

7.4 Participant Information Sheet DateProduced:24August2010ProjectTitleThemovementofculturalmeaningsinsustainableconsumergoodsAnInvitationMynameisSamuelSoo.IamastudentatAucklandUniversityofTechnologyenrolledforaMasterofBusinessintheFacultyofBusinessandLaw.I inviteyoutoparticipate inmyresearchandIwouldappreciateanyassistanceyoucanoffer me. As part of my research dissertation I am conducting research examining themeaningsthatareassociatedwithsustainableconsumergoods.Yourparticipationinthisresearch is completely voluntary and you may withdraw at any time prior to thecompletionofdatacollection.Whatisthepurposeofthisresearch?This research will examine how cultural meanings are created and moved at differentstages of purchase and use. It will do this by examining consumer experiences withsustainableconsumergoods.TheresultingdissertationwillgotowardspartialcompletionofmyMaster of Business degree. Theremay be further publications resulting from thefindingsintheformofabook,conferencepresentationorjournalarticle.HowwasIidentifiedandwhyamIbeinginvitedtoparticipateinthisresearch?Youwere identifiedasyouwereseenshoppingat theEcostore.Youarebeing invitedtoparticipate in this research as it is particularly looking to people who are current andactive users of Ecostore’s products as I wish to explore the personal experiences andthoughtsofthisgroupontheproducts.Whatwillhappeninthisresearch?Youarebeingaskedtoattendaninterviewthatwillbeapproximatelyonehourinlength.IwouldaskifyoucouldpleasebringanEcostoreproductyouuse(ofyourchoosing),asthequestionsaskedrelatetoyourviewsanduseofaparticularEcostoreproduct(theproductwillbeusedonlytoguidetheconversation).Itwillbeinformalandconductedinapublicvenueofyourchoice.Itwillberecordedbyaudiotape,butthiswillonlyhappenwithyourconsent.Whatarethebenefits?The research will benefit knowledge in this field by furthering understanding ofconsumptionpracticesandhowproductscarryculturalmeanings.Inspecificallyexploringsustainable products, itmay lead to identificationof the culturalmeaningsnecessary toencourage shifts towardsmore sustainable consumption patterns. Iwish to understandwhatwecandotoencouragetheuseofsustainableproducts.Whataretherisks?

Appendices

135

The risks are envisaged to be low. Some questions will relate to your personal use ofEcostore products and this you may uncomfortable in disclosing personal habits. Toalleviatethisrisk,youalwayshavetheoptiontopassaquestion.Iwillremindyouofthisduringtheinterviewaswell.Howwillmyprivacybeprotected? Your namewill not be used in any of the documentation or in the research paper. Theoriginalrecordingswillbekept inasecure locationanddestroyedafteratimeperiodofsixyears.Whatarethecostsofparticipatinginthisresearch?Thisresearchshouldtakeupnomorethan1hourofyourtimeWhatopportunitydoIhavetoconsiderthisinvitation?Iwouldappreciateifyoucouldreplytothisletterwithin1weekofreceivingsothatIamabletoorganisenecessarytravelarrangementstoconducttheinterview.Pleasebeawarethatyouareinnowayobligatedtoparticipateandcanwithdrawfromtheresearchatanytimeuntil1monthaftertheinterviewbygettingincontactwithme.HowdoIagreetoparticipateinthisresearch?If you agree to participate in this research please contact me and I will be in touch tocoordinate an appropriate time to conduct the interview. You will need to complete aconsentform,whichisalsoattached.Iwillcollectthisformfromyouattheinterview.WillIreceivefeedbackontheresultsofthisresearch?If you would like to receive a summary of the findings and implications of the study Iwouldbehappytosendthiswhenitiscompleted.Youmayrequestthisbytickingtheboxontheconsentformoralternatively,contactingmeatthedetailsbelow,atanystageoftheresearch.WhatdoIdoifIhaveconcernsaboutthisresearch?AnyconcernsregardingthenatureofthisprojectshouldbenotifiedinthefirstinstancetotheProjectSupervisor,DrAnn­MarieKennedy,ann­marie.kennedy@aut.ac.nz,099219999ext5825.Concerns regarding the conduct of the research should be notified to the ExecutiveSecretary,AUTEC,MadelineBanda,madeline.banda@aut.ac.nz,9219999ext8044.WhomdoIcontactforfurtherinformationaboutthisresearch?ResearcherContactDetails:SamuelSooGgb5051@aut.ac.nzProjectSupervisorContactDetails:DrAnn­MarieKennedyAnn­marie.kennedy@aut.ac.nz099219999ext5825ApprovedbytheAucklandUniversityofTechnologyEthicsCommitteeon30August2010,AUTECReferencenumber10/173

Appendices

136

7.5 Consent Form

Projecttitle: Themovementofculturalmeaninginsustainableconsumergoods

ProjectSupervisor: DrAnn­MarieKennedy

Researcher: SamuelSoo

I have read and understood the information provided about this research project in the

InformationSheetdated24August2010.

Ihavehadanopportunitytoaskquestionsandtohavethemanswered.

Iunderstandthatnoteswillbetakenduringtheinterviewsandthattheywillalsobeaudio‐

tapedandtranscribed.

IunderstandthatImaywithdrawmyselforanyinformationthatIhaveprovidedforthis

projectatanytimepriortocompletionofdatacollection,withoutbeingdisadvantagedin

anyway.

IfIwithdraw,Iunderstandthatallrelevantinformationincludingtapesandtranscripts,or

partsthereof,willbedestroyed.

Iagreetotakepartinthisresearch.

Iwishtoreceiveacopyofthereportfromtheresearch:Yes No

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Date:

ApprovedbytheAucklandUniversityofTechnologyEthicsCommitteeon30August

2010AUTECReferencenumber10/173

Note:TheParticipantshouldretainacopyofthisform.

Appendices

137

7.6 Ecostore Rituals Summaryofritualsidentified:

RitualType RitualAction Example

Purchase Buyingtheproductatasupermarket

Display Makingtheproductvisibleinthelaundry

Storage Puttingawaytheproductincupboards

Personalisation Storingtheproductinanothercontainer

Reflection Thinkingabouttheproduct

Discussion Talkingabouttheproductwithfriends

Possession

Comparison Comparingproductsatthesupermarket

Usage WashinglaundryGrooming

Maintenance Refillingproductincontainer

Gifting GivingtheproducttoafriendExchange

Recommendation Tellingafriendtotrialtheproduct

Cleaning RinsingoutthecontainerbeforedisposalDivestment

Disposal Recyclingthepackaging

Appendices

138

7.7 In-depth Interview Transcripts

Interview:Brian 139

Interview:Lauren 154

Interview:Karen 175

Interview:David 190

Interview:Sylvia 206

Interview:Tanya 241

Interview:Jennifer 266

Appendices

139

Interview: Brian 1

I:SoifyoucouldyouwalkmethroughatypicaltimepurchaseanEcostoreproduct?2

3

P:Um4

5

I:Solikeatasupermarket6

7

P:I'mnotaconstantuseroftheirproduct8

9

I:So,isthereaparticulartimethatyoufirstboughtit?10

11

P:IthinkIboughtitforwoollens,dotheyhaveawoollenswash?12

13

I:I'mnottoosureofthat14

15

P:Soundsfamiliar.Butyeahitjustlookedallright,comparedtothealternatives16

17

I:Howwasitdifferenttothealternatives,inyouropinion?18

19

P:It’saNewZealandbrand,Iguess.TheconnotationsthatIhaditwouldseemtobealot20

moremildanyway,soIthoughtohyeah21

22

I:Whydiditseemabitmoremild?23

24

P:Presumably,becausetheproductisbeingnatural25

26

I:Soyoudefinitelysawanaturalfitforthe…27

28

P:Yeah,yeahitwasjustoneofthethingsthatpushedmetowardsit,Imean,Ilikedidn’tbuy29

itspecifically,becauseIdon’tgooutofmywaytobuyit30

31

I:Sodidyouactuallyneedit?32

33

Appendices

140

P:Ididneeditthen.Ihadactuallygonedowntobuyawoollenwash.Ihadsomethingthat34

saidmustbehandwashedwithwoollenthingandIgoanditssupposedtobemildyeah,and35

puttingitthroughthewashingmachineandwashitsoIwaslikeyeahanditsortedlike36

addeduptolike,thepricewasalright37

38

I:Sodoyourememberwhatyoudidatthesupermarket?Likehowdidyouapproachthe…39

40

P:Welllisten,thisishowI,IthinkthisishowIapproachedit.Isortedlikewanderedthere,I41

didn’thaveanyknowledgeofwhatonestherewereinthefirstplacesoIsortalookedatall42

thealternativesandthenchosethatone43

44

I:Sowhatkindofthingsdidyoulookat?45

46

P:Pricewasoneofthem,Idon’tknowapartfromthat,lookingatthepackaging47

48

I:Wasitabitmoreexpensivethattheotherones?49

50

P:Can'tremember51

52

I:Sowhenyouwenthome,doyourememberhowyoustoreditandthenhowyouwent53

aboutusingit?54

55

P:Well,Ihadtouseitimmediately,whichiswhyIboughtit,Ijustuseditandrinseditand56

theputitbackwiththerestoftheclothesIwascleaning57

58

I:Sodoyourememberhowyouusedit?Didyoutakeitoutoftheboxand…59

60

P:Ilookedattheinstructions,andyeahfollowedtheinstructionsandusedit.Ihaveactually61

boughtthewashingpowdersaswell.ImeanIjustuseditasliketheotherones.ImeanI62

readtheinstructionsasIhadn'tusedtheproductbeforeandIjustwondered,beingan63

EcostoreproductwouldIhavetousethisdifferently?HowmuchamIsupposedtouse64

comparedto[others]?65

66

I:Didyouendupusingitdifferently?67

68

Appendices

141

P:Nah,justscoopitoutofthethingandputitintothewashingmachineandturnonthe69

washingmachine70

71

I:Andhowwelldiditdoagainsthowwellyouwouldthinkitwoulddo?72

73

P:Well,it,wellmyclotheswerecleanandtheydidn’thavesmellcomingout,forthatitdid74

anallrightjob.Itdidn’tdoabadjob.75

76

I:Sohaveyouusedupalltheproduct?77

78

P:Ahyeah,I'veusedupalltheproduct.79

80

I:Anddidyoubuyitagain?81

82

P:Well,I'vechangedwhereI'velivedsincethen,andIdon’tbuythisstuffanymore83

84

I:Oh,howwouldthat,whereyoulive,impactonwhatyoubought?85

86

P:Well,whereIwas,Iwaslivingwithaflatmate,whousedtobuyitandboughtsomeandI87

wasbuyingformyselfandnowI'mnotreallythemainpurchaserandtheysortof,andwhen88

I'vegonetodoshoppingforthembecausethereregularlikeyougettheotherstuff,Isorta89

gottheotherstuffforthem.90

91

I:SoyouweresayingyouhadafriendwhopurchasedEcostoreproducts?Doyouremember92

whatkindofreasonstheyhadforpurchasingit?93

94

P:Heboughtitbecausehehadskinallergiesorsomething,hehadsensitiveskinandhehad95

beenliketodermatologists,andhismumwaslikeanurseandallthiskindastuff.AndI96

thinkshetoldhimthatthiswouldbebetteroffforhimthanotherproducts97

98

I:Anditwaswhenheusedit?99

100

P:Yeah,hekeptusingit,forliketwoyears,sopresumablyitwasyeah101

102

I:Iguessthatwassomethingyoumaynevertalkaboutor…103

Appendices

142

104

P:Oh,wellthefirsttimehebought,itIwaslike,hewouldhavepassedaconversation105

becausehetalkedaboutit106

107

I:Doyourememberwhathekindasaid?108

109

P:Well,itcomesupwiththosemotivationscameupandyeah.110

111

I:Likehowyouaskedhimwhytheproductandhesaiditsbecauseofmysensitiveskin?112

113

P:Yeah.SoIthinkpreviouslyIjustboughtalltheproductsolikewhateverFaborSurfor114

whatever.SoIalwayshadSurfthere.Hemustof,eitherhismummustofboughtitforhim,115

orheboughtitbutthenhecamebackonedayanditwaslikeupthereandyouknow,what's116

upwiththat?Andthat’swhenitcomesout117

118

I:Soitseemshedefinitelytooktheadviceofhismumand…119

120

P:Yeah,andhisdermatologist.Hewas,hadproblemsanditwasn'tjustlike,youknowthat121

doesn’tfeelniceonmyskin,becausehereactsandhelike…122

123

I:Sowhenyouranout,soyou’vefinishedtheproductnow?124

125

P:Yeahitallgotusedup126

127

I:Anddidyourememberwhatyoudidwiththepackagingor…128

129

P:Oh,Irecyclelikeamaniacanyway130

131

I:Sowasjustlikeonemorethingtorecycle?132

133

P:Yeah,Ididn’trecyclein[a]particularway.Ijustchuckeditintothebluebin134

135

I:Yup.SowhatotherEcostoreproductsdoyouuse?136

137

P:Ihaveusedthedishwasherliquidaswell138

Appendices

143

139

I:Anddoyouseemuchdifference?OrsimilaritiesbetweenEcostoreproductsagainst…140

141

P:Imean'sit'scertainlyathicker,sortofrichertypeofliquidcomparedtosomeoftheother142

ones,thecheaperones.Soyoucanuseless,andyeah143

144

I:Sointermsof,doyoukeepbuyingthem,ordoyoujusttryacouple?145

146

P:Itrywhatever'sonsaleorwhateverhappenstobecheap.Ifit'sonsaleI'llgiveitacrack.147

Seeifitcandogoodthings148

149

I:HowdoyoutrydifferentEcostoreproducts?150

151

P:Ihaven’ttriedmanyoftheotherones.Justthecleaningtypeones.152

153

I:Anyparticularreasonforthat?154

155

P:ImeanI'mnot,ImeanIdon’treallyseethemlikefeelagreatdrivetousethemoverother156

onescauseIdon’treallythinkaboutafterI'veusedit,Imeanifitsgoingdownthedrainand157

beingfriendlieryouknow,tothewastewatercentre158

159

I:Doyoufeelthattheyarebetterthanotherones?160

161

P:Ipresumetheyare[laughs]Ihaven’tdoneanyresearch.ButIcertainlyfeelthattheyare162

163

I:Intermsofenvironmental164

165

P:Yeah.Beingplant‐based,orwhatever.Idefinitelyhavetheimagethattheyare166

167

I:Soyousaidthedishwasheronewasabitthicker.Sodidyouuseitanydifferently?168

169

P:Comparedtosomeoftheotherones,theonewithadolphinonit.That’sreallythin.Ineed170

tousetonnesofthat.Sprayiteverywhere.But,IsortofusedthesameasIwouldathicker171

one172

173

Appendices

144

I:Soyoudidn’tthinkitmadeadifference?174

175

P:Idon'tthinkso.Nonotreally176

177

I:Soyou'vealsousedthelaundrypowder.What'syourtakeonthat?178

179

P:Itseemedeffective.LikeImean,Idunno,itseemedalright.There'sdefinitely,Idunnoit180

wasn’tfragrancedoranything?181

182

I:Ithinkkindaof,lookssimilartoothers.Possiblyjustpackageddifferently?183

184

P:Yeah,Imeanitwasalrightyeah.Ifindthebagquiteannoying,havingtoopenandclose185

that.Tobehonest,Imean,that’sonethingIrememberabout,becauseIhavetoopenitup186

andthentakethisthingoffitandthenputmyhandthere.Andthenifyourhandswetitgets187

stuckonandthenthatwas.Irememberthatwas[clicksfinger]forme188

189

I:Butitwasn’tthetipping[point]thatyouwouldn’t[buyit]190

191

P:No,no.Itwasjustannoying.Imean,youknow192

193

I:Couldyouappreciatethatyoucouldn’tspillitor?194

195

P:Well,Imeanmylaundryenvironmentisn’treally196

197

I:SohaveyoueverseenEcostoreadsor198

199

P:Um,IthinkIhave.I'vebeentotheirwebsite200

201

I:Orevenoftheirpackaging.Whatdoyoumakeofit?202

203

P:It’sprettysimple.Causethey'retryingtobe…204

205

I:Sowhatwouldyousaytheyaretryingtosay?Whatistheparticularwayofpackagingthey206

have?207

208

Appendices

145

P:Wellitssimple.There'snotalotofexcessinthelabelling.Itscleanwhitepacket,it'snot209

fancyliketheotherones.Notlikeabrightgreenliquidliketheotherones210

211

I:Brightgreenmeans?212

213

P:It’snotreallyanaturalcolourisit[laughs].It'slikethecolourofradioactivewaste.Oh214

yeah,itscertainlyoneofthelogoandpicturesofkids,caringaboutyourkidsandcaring215

abouttheenvironment.Plaincardboardpackaging.Notglossy216

217

I:Sodoyoukindoftakeinthestufftheyhaveonthepackaging?218

219

P:Yeah,wellIdon’treallyhavemuchelsetojudgeitby,tobehonest220

221

I:Sodidyoulookortakemorenoticeofitwhenyouwerebuyingit?222

223

P:Ohyeah,definitelytakeitin;takenotice.IsortofhavetoreadthingsbetterbecauselikeI224

definitelyreadtheinstructionsalotmorethanIwouldhavewiththeothersandstuff225

becauseIgolike'aww',youknowitssupposedlydifferent,soIbettermakesure226

227

I:Likehowit’sabitmorenatural?228

229

P:Yeah.Prettymuch.Itseemslikeadifferentproductthantheotherones.Ibettercheckto230

outjusttomakesureitworksproperly231

232

I:Sodoyoufindoutthatitprettymuchendsthesameor…233

234

P:Intermsoftheoutcomes,itstilldoesitsjobwell.LikeIhaven’tfounditwantingor235

puttingitonlikeitsucksitdoesn'tactuallycleananything236

237

I:Soanokayoragoodjob?238

239

P:Itdoesagoodjob.ItdoeseverythingIaskittodo.Ihaven'treallyreadanyofthe240

sustainableonthere241

242

I:SoIguessthatwasn'toneofthereasonsyoubrought…243

Appendices

146

244

P:Umitwas,Imeanit’sagoodthing.Idefinitelyvaluethatsortofthing.Bigrecyclerandtry245

nottobewasteful.Andgenerally,butitwouldbeoneofthethingsthatadduptothe246

purchase.ImeanIwouldn’tbelike,I'mgonnagetthat,becauseitsgonnatakealotmore247

thanthat.248

249

I:Soyouconsideryourselfquitegreen?250

251

P:Fairly.Imeancertainlygreenerthantheaverage.DothewholecompostthingandI252

[have]potsforrecyclingandthatsortstuff253

254

I:Sootherstuff,intermsofwhatyoubuyanduse.Wouldyouconsideryourselfquitegreen255

inthatway?256

257

P:[laughs]Probablynotthatmuchtobehonest.Imeanit'sdefinitelyaconsideration.ButI258

don’tlike,goouttheretobuysomething259

260

I:Butyoudothingsthatare…261

262

P:Yeah,anditsdefinitelypartofmyequationwhenitcomestolookingatstuff.263

264

I:Butnotthedeterminingfactor?265

266

P:Iftwothingsbeingequal,itwouldbethedeterminingfactor.ButImean,I'mnotgoingto267

buythatoversomethingelseifthepriceisalotbetter.268

269

I:Cool.SohaveyouevergiftedorsharedanEcostoreproducttoanyoneelse?270

271

P:Ihaven’t,haven't.Ihaveconsideredit.Idunno.Tosomeonewhomightvaluethatsortof272

thing273

274

I:Orhaveyourecommendedit?275

276

P:Ihaven'trecommendedit.277

278

Appendices

147

I:Isthatkindabecauseyoucan'tthinkofanyoneinparticularor…279

280

P:Idon’trecommendalotofthingstobehonest.Imean,yeahlikethatsustainablestuffI281

neverreallythoughtoftheotheronesnotbeingreallysustainable.Like,Imeanlikehowdo282

youmakesomethinglikedishwashingliquidsustainability?Idon'tknow.Likedoyoucut283

downatreeandputitintotheground?284

285

I:So,ifsomeonelikeshoutedtoyousustainability,whatkindofthingswouldyouthink?286

287

P:Yeah,Idunno.IfIwasthinkingaboutdetergents,Iknowsomedetergentsandstuffare288

madeoutofoilandpetrochemicalstuffsoIdon’tthinkthat’sverysustainable.Sustainable289

things,thewordisquitedefinitive,likeplantslikebeingreplantedandstuffoutofwaterand290

likegoodfortheenvironment291

292

I:Sodoyoualsothinkofthingswebuy?Howdoesthatfactorintosustainability?293

294

P:Um,plasticstuffisobviouslynotverygood.Uh,Imean,Ilookatpackagingthatis295

recyclableandquiteimportant296

297

I:Sodoyoushyawayfromthingsthataremadeofplasticor…298

299

P:Ifpossible,iflike.Inevertakeplasticbagsorstuff.IfIcanavoidit,I'lldefinitelyavoidit.300

Andumlike,Idon’tlikeproductsthathavetonnesofplasticthatcantberecycled.Causelots301

ofpackagingstuffcan’tberecycled.302

303

I:That'ssomethingyouthinkaboutwhenyou'redecidingwhichonetobuy?304

305

P:Yeah,sometimesitisyeah.IfIhaveachoice.306

307

I:Doyouhaveaparticularkindofexample?Anyexample,ofjustwhensomethingmayhave308

hadtoomuchpackaging?309

310

P:Oh,wellsometimesIorderstufffromoverseas.Andthenitcomeswithtonnesof311

polystyrene.Youcan'trecyclepolystyreneatallreally.Youjustgooh,that’sprettybad.312

313

Appendices

148

I:Butifwouldn’tputyouoffordering?314

315

P:Itcertainlyconcernsmeatthetime.AndIstillthinkaboutit.Istillthinkaboutallthestuff316

thatcomesinabigasboxwithawholelotofpolystyrene.Ifeelbad;Idofeelbadaboutthat.317

Don'tknowiftheycanmakesomekindofplant‐basedpolystyrene.318

319

I:Sodoyouendupjustthrowingthatintothegarbage?320

321

P:Imean,howdoyourecyclepolystyrene?It'sreallyexpensivetorecycle.Yougottatakeit322

toaspecialplace.323

324

I:Andyoudon'treallywannapayforthatdoyou?325

326

P:Nahnah,andIdon’tevenknowwherethatplaceis.Becauseoneofmymates,he'sgota327

storeandhewastryingtogetridofalotofpolystyreneandstuffandhewaslikethisplace328

isgoingtocosttonnes329

330

I:Didheendupdoingit?331

332

P:Nohedidn't.Forlikeabusinesshejustcan’taffordtorecycleitashehasalotofcold333

storestuffandthentogetridofit,hejustcan'taffordtodoit.Sohewasprettyguttedabout334

that.Butyeah,Imeanpackagingisaconcernlikecertainlystuff,whichhasgotalotof335

packaging,Ithinkpoorlyofit.DependswhatitwasifIhadalternatives,yeah,Iwould336

definitelychoosethose.Butyouknow,sometimesifIwantsomethingbadenough,Igo337

[sighs]Ifeelbad.338

339

I:SodidyouthinkEcostorehaslesspackaging?340

341

P:Yeah,I'dsaythat.ImeanIdon’tknowhowmuchpackagingyoucanreallysaveonthat,342

onaboxlikethatorthat.Butthey’vegotconvenientshapesthatareprettycleanandthey343

arerecyclable344

345

I:Sotherearen’tanyEcostoreproductsthatyoualwaysuse?You'rejustoccasional?346

347

P:Uh,yeahjustoccasional348

Appendices

149

349

I:Sothat'sonlywhen…350

351

P:WhenIhavetobuystuffusuallyIdon’tdotheshoppingandwhenIdo,Ireallyjustgetthe352

refillsforlikethedishwashingliquid.Likeonceyou’vealreadygotthepackageyoudon’t353

wanttobewastefulyoudon’twanttobuyanotherbottle.Youbuythelittlebabyrefillthings354

aswell355

356

I:Solikegoingintoaphaseofusingtherefillones?357

358

P:Yeah,yeahI'vebeenusingthemlikeanyotherproductyouusuallybuyandyoukeep359

buyingthatandwhyareyougonnachange?360

361

I:Sousuallywhenitdoeschangeitsbecauseofchangesinyourownlifeor?362

363

P:orifthebottleisbecomingcrappy[laughs]thatyougottagetanewone.Yeah,butevenso364

thoseareallrecyclable.Thosearesortofpushingtherecyclablevaluebysayingbuythisbag365

tosaveyoubuyinganotherbottle.Ah,IfeelbadIshouldbebuyingitnow[laughs].Isaw366

theirstoreinFreeman'sBayyouknow367

368

I:Oh,haveyoueverbeeninthere?369

370

P:Iusedtowalkpastit,I'dlookinandeverything371

372

I:Solikelookinthestoreorlookintothestore?373

374

P:Uuh,Ilookedintothestore.AndI'vebeenintotheirwebsitejusttolookattheirproducts375

andstuff376

377

I:Oh,sowhatwasyourreasonforlookingintotheirwebsite,wereyouinterestedor?378

379

P:Umyeah,Iwasinterestedyeah.I'veseenthebrandandI'vewalkedpastthestorealot.So380

Iwonderedwhattheywereabout.IthinkatthetimeIhadcertainthings;Ican’tremember381

whattheywerenowthatIwasinterestedin382

383

Appendices

150

I:Sowhatkindofimpressiondidyougetfromtheirwebsite?384

385

P:Ohitwasalrightyeah.Itwasjustreallyforinformationandseewhattheyare.Uh,Ididn’t386

lookintothesustainabilitysideofthings387

388

I:Soyoudon’trememberwhattheinformationyouwerelookingforwas?389

390

P:Nah,itwasabouttwoyearsago.Iwasn’tforlookinganythingspecificatall.IthinkIwas391

lookingatsomeproductsinparticular.No,Ididn’tgotheretofindoutaboutaproduct392

393

I:Ohsoyoulookedatsomethingliketwoyearsago?394

395

P:Yeah,itwasprobablysomethinglikethat396

397

I:Uh,sohasyourimpressionofEcostorechangedatall?398

399

P:Nah,itdidn’tchange400

401

I:Ormaybelookingatbeforeyouuseditandafteryouusedit?402

403

P:Well,afterIuseditIsortaknewthatitwouldperformthetask,ImeanlikeIsometimes404

youthinkthatoh,becausesomethingiseco‐friendlyitmightnothaveasmuchcloutas405

somethingthatislessnatural,purelyeffective406

407

I:Sothatwasyourpre‐perceptionandthenwhenyouusedit?408

409

P:Yeah,yeah.That’sfairtosay,ImeanIwasn’tsure.Imeanlikeanything,you’renotsure410

howsomething'sgoingtoperformuntilyouuseit.ButIfoundittomeetmyexpectations411

412

I:Sowhatdoyoumakeofgreenproductsingeneral?413

414

P:Iamforthem[laughs].Imeaningeneral.Imeanlike,yeah.It'snotalwaysenoughto415

makemebuythem.Itdependsonwhattheproductis.Iguesstosomeextentifitwerea416

cosmeticorsoapIwouldpreferanaturalone417

418

Appendices

151

I:Yup,andwhatarekindathereasonsforthatproduct?419

420

P:Ijustdon'tknowthatyouwannaberubbingallkindsofunnaturalstuffalloveryourskin421

422

I:Sojustthinkingaboutcleaningproducts,doyouseethoseasbeinginclosecontactwith423

theskin424

425

P:Yeah,yeah.426

427

I:Sowouldlikegreenhouseholdproductsbethatimportantforthatcategory?428

429

P:Iprobablywouldn'tbuyitspecificallybecauseitwasgreen.Idon’treally…I'mnotreally430

thecleaningpurchaserbutIbuynaturalshampoosandstufflike,boxesofshampoobecause431

Ipreferthose.Idon’treallyknowwhy432

433

I:Somethinglikefewerchemicalsonyourself?434

435

P:Iliketheideaofit.Istilluseothershampoosandstuff436

437

I:Ah,soyouseegreenasbeinglikenaturalandlike?438

439

P:Prettymuch440

441

I:Butmaybenotlikelessontheenvironmentmaybe?442

443

P:Ihadn’treallyputtoomuchthoughtintowherethey'recomingfromlikeImean,ohyeah444

that’srightthatotheronesdosaythey,youknowtheyaren’tgoingtohurttheenvironment445

andgodownthedrain.TheysaytheyareIcan'trememberwhatitis.They'rebiodegradable446

447

I:Anditsoneofthefactorsthatyou…448

449

P:Yeah.Idon’tknowwhereitcomesfrombutIknowwhereit'sgoing.Idon’twanttobe450

puttingpoisonousthingsdownthedrain.Yeah,yeah,yeahIcareabouttheoceanandstuff451

452

I:Yeah,sointermsofthegreenthingsthatyoudo,planningtochangeanything?453

Appendices

152

454

P:WellIcatchabusandstuff.Idon’tlikedrivingtoomuch.AndIpreferasmallercarwhich455

doesn’tchewpetrolor...ImeanlikeI'mnotreallylikeanoutwardly,sortof,butifIcan456

incorporateiteasilyintomyroutinewithouttoomuchdamagetomywhatI'mgoingabout457

thenI'm,willdoit.Ican'tthrowbottlesintotherubbishbin.Ican'tthrowrecycledpaperin458

rubbishbins.IhavetocarryitrounduntilIfindarecyclebin.That’skindofthepoint.Idon’t459

know,intermsofbuyingthingsIdon’treallythinkaboutitthatmuchtobehonest[laughs].460

461

I:[laughs]soisthissomethingthatyou'regoingtothinkaboutmore?462

463

P:Like,Iguesswithin,thinkingaboutsustainablestuffIdon’treallythinktheamountof464

productI'musingisthatmassive,Idon’tthinkitwillmakemuchofadifference465

466

I:Likeasmallfishinalargeocean?467

468

P:Yeahlikethat,it'sonlyjustlikeasquirtorwhatnot.Ithinklandfillstuff,likeIseehow469

muchstuffI'mthrowingawayintherubbishbin,Ifindthatmoreconcerningthanlike470

wherestuffcomesfrombutdon’tknow471

472

I:Yeah,solikemorewhatyou’reputtingoutthenwhatyou’repullingin?473

474

P:Yeah,yeah.Sothat’sprobablyafairassessment475

476

I:Sowhatwouldbeyourimpressionofwhatyouareputtingoutatthemoment?477

478

P:IdefinitelybuytoomuchpackagedcrapandIthinkthat’sdefinitely‐andIbuylotsof479

stuffonlineandoverseassothat480

481

I:Uh,sodoyoufeelalittleguiltywhenyoudothat?482

483

P:Ohyeah,Ido,especiallywhentheycomeinpolystyrene.Nothere'snothingreallyto484

specifyanotheroptionsbutiftheycouldsomehowhavebiodegradablepolystyrenemade485

outoftreeandfibreswhatever486

487

I:Oh,that'snotreallyabadideaactually488

Appendices

153

489

P:Ithoughtabouttryingtomakeit.Ohyouknow,trytodevelopit.'Causeyeah,Iwannado490

that.Toughworld491

Appendices

154

Interview: Lauren 1

2

I:So,ifyou’djustliketostartbyperhapswalkingmethroughatypicaltimethatyou3

purchaseanEcostoreproduct.4

5

P:Okay.Howdoyoumean,likeatypicaltime,howwouldI…6

7

I:Sojustlikeatypicaltimethatyouwould,likeperhapstakeitofftheshelf.8

9

P:DescribeatypicaltimethatIwould.WellusuallyIwouldbeflatout,havemy?Well10

actuallytobehonest,weveryseldomgotothesupermarket,I'musuallyanonlineshopper11

sofromthatpointofviewIusuallyshopfromanexistinglistandbecauseI'vemadethe12

choicetouseEcostoreproductsinthepast,wheneverIdomyshoppingitusesproductsthat13

I'veselectedbeforesoIdon’tnormallygoinandmakeachoicebasedonwhatIcanseein14

frontofme,becauseI'vemadethatEcostorechoiceinthepastitdoesn’tchangebecausemy15

choiceisn'tchallengedbyseeingotherproductsveryoften.IfIthinkbacktowhenIdidgo16

toasupermarketregularlybeforewehadRobert[son],yeahIcanimaginemyselfstanding17

thereandtryingtochoosebetweenaDowntoEarthliquid,ImeanIwillalwayschoosean18

ecofriendlyproduct,isthattrue?Letmejustthink.No,itis.We'requitecommittedasa19

householdtoagreenerchoiceformylaundryliquidsIwouldusuallyflickbetweenEcostore20

andB_E_E,[pauses]butusuallyIwillgoforEcostore.Whatelsewouldyouliketoknow?21

22

I:That'sgreat.SomaybeifyoutellmeaboutthefirsttimeyoumadetheEcostorechoice?23

24

P:Firsttime.WellactuallyIcan.Itbasedon,wellI'vegotaparticularlystylishfriend,Sarah25

andsheprettymuchpurchaseseverythingonhowfashionabletheyare,howwellpresented26

theyare,andIrememberstandingthereandtalkingtoherabouthownicethebottlesare27

andhownicethecoloursareandhowmuchPhillip[husband]wouldlikethembeingin28

graphicdesign29

30

I:Soyoudefinitelysawitasmorethanjustaproduct?31

32

Appendices

155

P:Oh,Imeanthey'rebeautiful,lookattheirlabels.They'reall,Imeaneverythingtheythat’s33

notyourtypicaldishwashingliquidisit.Itsallprettyandimageandthey'revery,veryimage34

focusedaren’tthey?35

36

I:Yestheyare37

38

P:Seriously.Itsinterestingaswell,becauseoneofthethingsI'vereallylikeabouttheir39

productsisbecausethepacksarebasicwhite,onceyoupeelthelabeloffyoucanreuseit40

withouthavinganybranding,theyareactuallyreallyniceforreusing41

42

I:Soyoureusethepackaging?Quiteoften?43

44

P:Ohyeah,thewhitener,theNapi‐Sanequivalent.IusethatforstoringplaydoughthatI45

makeathome.It'sabottlewithahandle,it’sthedishwasherpowder[container]Iusethat46

forpaint.Thedishwashingpowdercomesinalittleplasticbottlewithalittlehandle;it’sa47

onelitre.It'sreallygood,ImeanImake,beingquitegreenoverallItendtomakealotofmy48

ownpaintsandthings,andplaydoughandstufflikethat,forourlittleboy49

50

I:Soyoudefinitelytrytouseupthe.Youdon'teverthrowitaway,youalways…51

52

P:Um,no.Idorecycle,Idotrynottobutyougothrough,likeI'vebeentotheEcostorestore53

inPonsonbyandsortoflookedatthingslikebuyingthebulkpacksoflaundryliquidtotryto54

reducetheamountofpackagingI'musing.ButIfounditfrustratingthattheydon’treduce55

theirprice.Sothebiggerpackdoesn’tmeanalesseramountperlitre.Theyjustchargefive56

timesasmuch.Sothatwasabitofa…57

58

I:Sodidthatstopyoufrombuyingit?59

60

P:Yeah,yeahcauseattheendoftheday,ifIbuybulkIexpectadiscount.AndEcostore61

productsarenotcheap.Icando…62

63

I:So,doyouusually,wheredoyoubuythemusually?64

65

Appendices

156

P:Online,onlinethroughFoodtown.Itrytostayawayfromthesupermarketsbecausewe66

dohaveatwoyearoldandusuallyitsjusthellandsothatmakesitniceandeasy.Um,the67

Ecostoreshopwasaninterestingthing68

69

I:Sowasthataoneoffor?70

71

P:Well,Iwenttohaveabitofanosey,I'veboughtstufffromtheirwebsiteaswellbutto72

makeaspecialtrip,evenI'dsayridiculousisn’tit,specialtriptotheirwebsiteistoomuchof73

ahassleformeandIdidn’tfindthattherewasanyparticularbenefit.ImeanIgettheir74

emails,theirregularnewsletter,Idon’tfindthatthere'sanyparticularbenefitinthateither,75

Idon’t,nothingthattheysendoutpromptsmetoaction76

77

I:Soyoujustbuytheirproducts?78

79

P:Ibuytheirproductsbecausethey'repretty.Idon't,howI,ifI'mhonesttherearesome80

productsthatIhavegonetoandthengoneawayfrom.Ialwaysbuytheirhandwash,Ilike81

that82

83

I:Sowhatwerekindofthereasonsthatyouwentawayfromit?84

85

P:Well,thereasonsthatIwentawayfromtheirproductswas,itskindofatrickyone.As86

wellasthejobthatIdoatthemoment,Iworkasapost‐natalhomehelper.SoIgointoother87

peopleshousesanddoanythingfromhelpingwiththeirbabytocleaningorironingor88

whatever,soI'mofteninotherpeopleshousesusingtheproductsthattheyuseintheir89

homesandveryfewpeopleapparently,areasgreenasme.Ireallythoughtthatitwasa,I90

thoughtwehadhitareallymajorculturalchangeandthatreallymostofthepeopleinmy91

peergroupweremakingagreenerchoice.Thisisnottrue.Thereisnoendofnasty,caustic92

chemicalsavailableoutthereandIfound,thatwhenIwentintootherpeople'shousesand93

usedtheproducts,thehardoutchemicalsstuffthattheyused,Icancleanabathroominhalf94

thetimethatittakesmetocleanthebathroomtothesamedegreewithecofriendly95

products.Ifound,Iusereusableclothnappiesandthere'sacertainamountofstaining,96

certainamountofodour,thatgoeswithusingclothnappiesandthere'sthetraditionalway97

ofdealingwiththatandthatisusinglotsandlotsofbleach.Lotsofwhiteners.Lotsoffullon98

fragrances.Yummywashingpowdersandstuff.AndbecauseI'vemadeamoreecofriendly99

choiceIstruggletokeepmynappiesaswhite,mybibsaswhite,andtoeliminateodoursand100

Appendices

157

stainsaseasilyandtheirtoiletcleanerdoesn’tclean,that'sthething,Ireallystrugglewith101

tryingtogetotherpeopleonboardaswellbecauseecofriendlyproductsdonotdothesame102

jobashardoutchemicalsonesdo,asquicklyor…103

104

I:Andthisisbasedonyourexperience?105

106

P:Yeah,soreally,it’snotjustthedecisionjusttouseanecoproduct;you’vealsogottomake107

acommitmenttoputmoretimeandeffortintoyourdailychores.That’swhythose108

chemicalscameintouse,becausepeoplecouldn’tstandboilingtheirwashingandthrowing109

inbluestufftomakeitlookwhiter.110

111

I:Soyoufoundthatyouhadtoworkabithardertouse[them]?112

113

P:Yeah.AndIdidn’trealisehowmuchharderIwasworkinguntilIstartedworkingat114

otherspeople'shousesandusedtheproductsthatIwouldnotchoosetouse.So,sinceI've115

starteddoingthatI'veactuallysteeredawayfromafewgreenproductsbecauseI'mworking116

andIhaveatoddlerandasmuchasIwouldliketomakethosechoices…117

118

I:Soitwasreallyadecisionofthisishowmuchtimethatidliketo…119

120

P:YeahandIreallyfeelterribleaboutthat.ButIstilluseacoupleofproducts.Wellactually,121

I'vechangedtoDowntoEarthformylaundryliquidbecauseitdoesabetterjob122

123

I:Wellthatone’sreasonablyeco‐friendly,Ithink?124

125

P:Well.That’sthething.Idon'tknow.Thisone[Ecostore]tellsmebecauseitsEcostoreand126

Idon’tknowactuallywhetheritisactuallyabetterproductorwhetheritisgreenerbutit127

tellsmeitis.128

129

I:Andwebelievethem?130

131

P:Andwebelievethembecausetheyuseniceblackandwhitephotos.Andsoftlemonand132

paleblue,andyeah,itfeelsright.Theymarketverywelltomydemographic133

134

Appendices

158

I:Whenyoufirsttriedit,whenyouwereinterestedinthepackagingsoyouhadagoatusing135

it,doyourememberifyouuseditinaparticularlydifferentwaytoyournormalproduct?136

Maybetakeyourfirstexperience137

138

P:Yup,itwasthewashingliquid.Becauseitwasthatwholeconversationaboutwhichone139

bottle,becauseB_E_Ehasalso,butnottodirectatthat,B_E_Ewasthemaincompetitorin140

mymindbecauseitsquitesimilarlymarketed,soandSarahwassayingIlikedthisoneand141

justanyway…142

143

I:Soshelikeditandsherecommendedittoyou?144

145

P:Shedidn’trecommendit,it'sfunny,wewerejusttalkingaboutwhichonewouldlook146

betterinourlaundrybecauseourlaundryatthattimeitwasquitesortofondisplayandwe147

weresharingahouseatthetime.SoIthink,Idunno.Idefinitelyknowwedecidednotto.148

BecauseB_E_Ewas,itmightevenjusthavebeenanuisancetoherbecauseshelikedthe149

B_E_Eliquidaswell.Anyway,wemadeachoicenotgowiththeB_E_Eone;wemadeachoice150

togowithEcostore.Ifounditfrustratingthatyoudon’tgetlaundryliquidthatcomesina151

similarbottlelikethis[holdsupwashingliquid]youcan'ttellhowmuchyouused,itsreally152

hardyoudon’tknowanditsays,wedon’thaveonehere,usethismuchbutwhatdoIdo,do153

IgetameasuringcupordoI?SoIstartedwiththeB_E_EoneandwiththeEcostoreoneI154

startedputtingthis,what'sthis,500mlssoIwouldputmarksonitwithlikeafeltpenonto155

thesideofthebottlesoIknewifIsqueezedoutthatitwouldcometothatmuch156

157

I:Soyouwantedtocontrolhowmuchyouwereusing?158

159

P:Absolutely.Becausethere'sa,um.Whatisthepoint,ifyou’retryingtobegreenand160

reduceyourimpactontheenvironmentandyoucan’ttellwhether,Imightbeusingtwiceas161

muchasIneedtoso…162

163

I:Soyoufeltyouhadtokeepitup?164

165

P:Yeahumso,I'mnotansweringyourquestion.IknowI'mnotansweringyourquestion.166

AmI?167

168

I:Yeah169

Appendices

159

170

P:Yeah,Ifounditapleasantproducttouse.Itsmellsnice,looksnice,itmostlydoeswhatit171

says.ButIdon’tthinkitdoesasgoodajob172

173

I:Astheotherones?174

175

P:Yeah,Iguessthat’sthething.Youhavetomakeachoice.Whetheryoureally,Iquiteoften176

findmyselfstandingtherewithmyfriendswiththeircirclewhitebibsandthinking,lookat177

mybaby’sbib.Itisfilthy‐lookingbutitworksjustaswell178

179

I:Havetheyeverpointeditout?180

181

P:Ohyeah.Theysaytome,youknowyoucangetthatoutwithNapisan.Well,yeahdoyou182

knowthatNapisanisdestroyingtheplanet;doyouknowthatyou'renobetteroffforusing183

clothnappiesandNapisanthanyouareusingdisposablenappies?Ireallyamcommittedto184

thewholethingandI…185

186

I:Sohowdoyourespondtothem?DoyousayNapisandestroystheenvironment?187

188

P:[laughs]Wellyeah,basicallyI,Iunderstandthatthere'satrade‐offandI'mnotprepared189

to,Iwouldratherhaveabibwithafewstainsonitthanputmorecausticchemicalsintothe190

waterways.Howaboutyou?You'requitehappywiththatIthink.Doyouwantyourchildto191

beabletogofishingwhenhe'sabigboy?‘Causetheremightnotbeanyfishleft.192

193

I:Ohanddotheytakeyouradvice?194

195

P:Oh,notheygetannoyedwithme.EveryonethinksI'mjustacompletebigpainintheass.196

BecauseImakethemchallengethemselves.Imakethemquestionwhattheyaredoing.And197

peopledon’tliketobequestionedonwhattheyaredoingbecauseveryoftenbecause198

there'senoughinternalbattlesthat’sgoingonwithoutaddingtothemix.199

200

I:Soyourecommendeditor?201

202

P:Irecommendthe,Ilovethe,lovethehandwash.Amtotallycommittedtothat.Theone203

thingthatIalwaysrecommendisthebabysleepytimebath.Wealwaysusetheirbaby204

Appendices

160

productsquiteextensively.Iswearbyit,sortalikeanicesmelling,relaxingliquidthatyou205

putintothebathwater.Soit'snotlikebabywashandyeah,Ihavereally,reallypositive206

associationswiththesmellofthat.Itsmellslikeanewbaby.AndI,everypersonIknowthat207

I'verecommendedittohavetriedit.Ihavegiventhatawayasapresent,asagiftforbaby208

showerstuff.209

210

I:Um.Sowhatwasyourthinkingbehindgivingthatasagift?211

212

P:Ihaveseensomanybabiesdeveloprashesandskinirritationsandnappyrashandall213

sortsofstufffrompeopleoverusing,thebabydoesnotgetdirty,really.Theydon’tgetdirty.214

Theydon’trollaround,theydon’twalkaround,theydon’tdoanythingexceptlieintheir,215

theygetabitpooeyandstuffbutyoucleanthatupandtheydon’tneedtobewashedandyet216

IseethesemumswiththeirJohnson'shighlyfragrancedhandwashesandbabywashesand217

powdersandcreamsandointmentsandeverythingisso,soharshreallyforatinybaby's218

skin.SomythinkingisthatifIcanestablish,isthatbygivingsomeonesomethingthatis219

goingtobebetterIcanestablishtheirhabitofpurchasingorusingthatproduct,beforethey220

maketheirowndecisions.SoIcanputitintheirhandsandmakethemuseitbygivingitasa221

giftandthathopefullytheywilllikeitandkeepusingitinsteadofbathingtheirchildin222

chemicals.Soyeah,thesleepytimebathisabigoneforusandthebabywash.Westilluse223

that,thesoapweusethatabit,wereally,wehaveusedalmostalloftheEcostoreproducts,224

shampoos,everything225

226

I:Sowhatwasyourthinking,thatyoulikeoneoftheirproducts,you'llgofortherest?227

228

P:Yeah.Andplustheyalllooknicetogether229

230

I:Oh,soyoukeepthebottles?231

232

P:Oh,itsinteresting,itsfunnybecausethehandwashpumpIactuallyputtheEcostorehand233

washinotherbrand’spumps,becausealthoughoneofthethingsIlikeaboutthebottlesis234

thattheyaresolidwhiteandthatthebrandingiseasilyremovedandIcanreusethem,I235

foundthehandwashpumptobemuch,toomuchlikeabrickitdoesn’tlookthatniceina236

bathroom237

238

I:Notaestheticallypleasing?239

Appendices

161

240

P:No,itsnot.Imeanitisniceenoughandthelabelsnice,butIprefertouseaclear241

container,Idon'tknowwhy.Itsjust,itsjustathing,itsjustlookstoomuchlike…242

243

I:I'mthesame.Iliketoknowhowmuchiscomingout244

245

P:Yeah,Ijust,itlookstoomuch,thatpumptomelookslikesomethingyou'dfindina246

garage.It’sreallybad,it'sprobablynotsomuchthesolidwhiteit’sprobably;Idon’tknowit247

somethingaboutitIdon’tknow248

249

I:It’sprobablytheshape250

251

P:Yeah.Itstall,taller,something.So,it’sreallysadifpeoplecomeintomybathroomanduse252

myhandwash,mmm,thatsmellsnice,thatlovelyorangeyouknow,orangeandpatchouli253

smellbutthenthey’lllookatthecontainerandgooh,that’ssomeotherbrandandgoout254

andbuyanotherbrand.Tryingto,theylikewhatIgotbutendupbuyingthewrongthing,255

thinkingthat’swhatitis256

257

I:Andyoudon'twantthemtothink258

259

P:Oh,Idon’tcare.Idon’treallycare.Itslikejustyouknow,itsnotaverygoodsalespoint260

forthem,Isuppose.Ihaveactuallygonetothetroubleonce,ofchecking,likeactuallygoing261

throughingredientsonthebabytime,sleepytimebath.Andlookingupeverysingle262

ingredientonit263

264

I:Oh,great265

266

P:Ohtoseewhatitwas.Ohgreat,obsessive267

268

I:Isitbecauseyoudidn’ttrustthemor?269

270

P:Anymarketing,Idon’ttrustanylabelling.IworkedforCoca‐Colaforquitealongtime.I271

learnedalotaboutomission[laughs],misdirection,andomissiononlabellingwhich,and272

inferenceratherthansay,Ilearnedhow,Ilearnedalotabouthowconsumersare273

hoodwinkedbybeingledtobelievethatsomethingwithouttheappropriateknowledge,I'm274

Appendices

162

prettyfunnyaboutlabelsgenerally.Iwillcheckandcheckandread.Ihavetosay,ittookme275

areallylongtimetocheck,areallyreallylongtimeandattheendofitIdiscovereditwasa276

perfectly,safereallygoodproductthathadnothinginitthatIfeltuncomfortableabout277

puttingonmychildandthatactuallygavemealotofconfidenceintherestoftherange.I278

figure,yeahifyoucanactuallygoandcheckeverythingontheirlabelanditsalltrueonone279

product,oddsare,givenbabyproductstendtobemore,Ithinkpeoplewhomakebaby280

productsaremorecareful,butgenerallyspeakingIthinkthatsaysthattheyhavethesame281

levelofintegrityacrosstheirwholerange.Thatmightbenaïve,butthey’vedonetheirjobby282

convincingmeofthat283

284

I:Sowiththatuh,dreamtimebabybath,yougavethattosomeone?285

286

P:Ihave,manytimes287

288

I:Sowhatarethekindsofpeoplethatyou’vegivenitto.Newmums?289

290

P:Iloveit.Newmums,always.Always291

292

I:Weretheykindofgreenpeople?293

294

P:No,Iprobably,noneofmyfriendsaregreenreally.Hardlyany,acouple.Butonlybecause295

Ishamethemintoit,really296

297

I:Butyouthoughtthat,youwantedthem,youwantedthemtohavetheideathattheydidn’t298

haveto299

300

P:Yeah,yeah.Yeah,IfigurethatI,youknow,youjustcan’t,Ihavetriedreallyhardto,I'm301

quitepushyandIcanbequiteopinionatedandonceIgetreallyexcitedaboutsomethingI302

dotendtowanttoshareitwithpeoplewhetherit'swantedtobesharedornot.Andthat303

reallycouldbeaggravatingforotherpeoplesoI'velearnedoverthepastfewyearspeople304

donotlikebeingpushedintobeinggreen,becauseassoonastheystartlookingintoone305

areaoftheirlife,theytendtolookattheirwholelifeandgo,ohmygod,Ican’thavemybig306

carifI'mgreenandIcan'thavemywhateversoI'mjustgoingtopushitalloutandhaveit,307

andifIdon’tdoitall,soI'vetakentheapproachnowofjusttryingtohelpthemmakesmall308

changesinisolatedareasoftheirlivesandhopefullymyinfluenceultimatelywillruboff,309

Appendices

163

andyouknowI'vegotpeoplecomposting,andI'vegotacouplepeopleusing,notNapisan,310

maybenotanEcostoreproductbutamore[environmentallyfriendlyone].311

312

I:Uh,sodidyousellitinasanecoproduct?313

314

P:No315

316

I:Oronethatwasmoresafer?317

318

P:Yeah319

320

I:Becauseyoudidn’tthinkthegreenanglewouldwork?321

322

P:No,yeah.ButImean,peopleknow.Itrytoencouragepeopletodothings,likeIsay,ifyou323

soakclothesinthis,youcanpourthewateroutintoyourgardenandallthatsortastuff.You324

don’thavetopouritdownthedrain,youcanwateryourplantswith[it]325

326

I:Greywater?327

328

P:yeah,itsjustkindof,it’sareal,reallydifficultthing.Toencouragepeopletodothat.I329

really,Ireallythoughtweweremuchfurtheralong.330

331

I:Andyouwereabitdisappointedthat…332

333

P:I'mjustamazed.334

335

I:Isthatkindofyourthinking?ThatI'msharingwithotherpeoplethatyouwantedthemto336

comeaboard?337

338

P:Yeah,yeahwellIcareagreatdealaboutthisplanet.Ithinkwe'vegonewaybeyondour339

point,Imeanglobalwarming,isirrelevant.It'simportant,butirrelevantonaday‐to‐day340

basis.Itdoesn’tmakeanydifferencetowhatwe’redoing.Litterdoes.Littersunpleasant.341

Youwalkoutsidetoyourfrontdoorandyouwillseelittereverywhere.Soyouknow,that’s342

thekindathingthatIthink.Smallchanges.EverytimeIleavethehouseIpickupthree343

piecesoflitter.Idon’ttrytopickitallup,butifeveryone,that’sthesortachangeItryand344

Appendices

164

bringontomyfriends,youdon’thavetochangeyourwholelife.Butifyoucouldjustuse345

thisliquidthanthat'sgreat.Icarealot;probablyhavingachildhasmadethebiggest346

differencetome.Andprobably,Ithinkoncemyfriendsstarthavingchildren,it'llbecome347

easiertoinfluencethemastheyhaveavestedinterestinthefuture.Beforethatallwewere348

doingwasgoingoutclubbing,IevenmetPhillip[husband]atadanceparty.That’sallwe349

did,wentouteveryweekenduntilMonday.Butallthat’schanged.Wehavemoretothink350

aboutnow.Anditwill,whatwedonowwillinfluencehowthingsareintentofifteenyears.351

It'snotaboutglobalwarming,itspollution.It'saboutkeepingourwaterwaysclean.You352

know,weall[sighs]…353

354

I:Sohavingachild,becauseyou’renotthinkingaboutyourself,you’rethinkingabout355

someoneelsenow?356

357

P:Yeah,Ineedtoknowthathewillbeabletotake,itsnotaboutwhetherhegetstogo358

fishingornot,becauseheprobablywill,fishingiskindofmy…359

360

I:Metaphorfor?361

362

P:Yeah,formeitis.It'sbecauseit’ssucha,it’ssucha,wellwhenIwasakidweusedtofish363

offPrincesWharfdowninthecity.364

365

I:Oh,really?366

367

P:Yeah.We’dgodownthereandmydadsitsthere.Weusedtocatchcrabsandfishlikelittle368

KahawaiandstuffoffPrinceswharfthatwasonlylikethirty‐fiveyearsago,Idoubtvery369

muchthatyou'dcatchanythingdowntherenow.Acouplesailorsmaybe.But,sothat’slike370

himthere.ButthereareotherplacesIcantakeRoberttogofishingbutinthirty‐fiveyears371

itsuptometoworkoutwhetherhecantakehischildrentothatplace.Andthatplacethat372

wetakehimismanymilesoutoftownalready.373

374

I:Likeafearofmissingout?375

376

P:Yeah,basically.[inaudible]likebeingabletoshareexperiences.Andsomethingasbasicas377

beingabletogooutwithoutbeingafarmeroranythingelseand,gooutandprocurefoodfor378

yourselffromtheenvironment.Itshouldbeabasicrightasahumanbeingorasanyliving379

Appendices

165

thing.Youshouldbeableto,withoutgoingtotheshop,beabletogetsafefoodtoeatfrom380

somewhere.Orwithoutstealingfromsomeoneelse.AndI'mnotsurethatthatwillbe381

availableforhimtodowithhischildren.‘Causeitsnotjustabouthim,itsaboutthe382

AmericanIndians,thenativeAmericans,youshouldalwaysconsiderineverythingyoudo,383

youshouldalwaysconsiderhowthatisgoingtoimpactonthenextsevengenerations.It's384

notjustaboutyourkidsandtheirkids,sevengenerationsisn'tlong,itslike200years.But385

wedon’tdothat.We'reluckyifweconsiderwhat'sgoingonnextweekandhonestly,ifthe386

Ecostorepeople,Idon’tknow,Idon’tknowhowmuchofthisisabouttheenvironmentand387

howofthisisaboutmakingmoneyoffacurrenttrend.Ifitwasn’tpopular,wouldthe388

Ecostorecompanyownersbedoingthisorwouldtheybedoingsomethingelse,ifitmade389

themmoremoney?390

391

I:Sowhat'syourtakeonthis?Whatdoyouthink?392

393

P:I'm,I'm,I'masceptic[laughs].Ihaveapersonal,IhaveaverydeepinquiringmindandI394

nevertakeanythingasread,andIliketoyeah,andIreallyliketo.Ihope,Ireallyhope,that395

theyaredoingitfortherightreasons.IbelieveofwhatI'vereadoftheircompany396

philosophyandtheinformationontheirwebsitethatwhattheydoreallyareforgenuine397

reasons.398

399

I:So,thatissomethingyouhavecheckedout?400

401

P:Ohyeah402

403

I:Becauseyouwantedtoknow,andbeaninformedconsumer?404

405

P:Yeah,yeahI.Yeah,itsbecauseit’sabigcallsayingweareecofriendly‘causethere'sa406

wholelotofcompaniessayingweareecofriendlyandthey’renot.They'rejustnot.Itsnot,407

itsjustall,itsallbydegreesaswell.Youjustneverknow,soIhavegonetogreattroubleto408

reallylookatitandIhadtogo,that'swhyIwenttotheirstoreasIhadtoseewhatthestore409

waslike,andseewhatthestorehadtooffer.Iboughtnappiesatthestore.Ithoughtitwas410

interestingthatattheEcostorestoretheyhadothernon‐Ecostoreproductsavailablethat411

hadalsosupportedthegreenethos.Nappiesandcrystalsandsocks.Sothatwasgood.It412

frustratesmeenormouslythatyoucan’tgettheirbulkpacksinthesupermarket.413

414

Appendices

166

I:Yeahbutthat'snotareasontogothestore?It'salsopricier.415

416

P:Yeah,butIthoughtyoumightbeinterestedtoknow.Thesupermarketstuff,thestuffthey417

haveatthesupermarketseemstomequitealimitedrangecomparedtowhattheyhave418

availableatthestore.Oronline.ButasIsaid,I'veworkedforCokeandknowhow419

supermarketscanbeintermsoftheirbuyingandwhatthey'llagreetostockandputonto420

theshelves.That’snotnecessarilytheEcostore’sfirstchoiceI'msure.421

422

I:Soofthefriendswhotriedthebabybedtime,orjustanotherEcostoreproduct,howdid423

theyfindthat?424

425

P:Ihavehadquitealotoffeedbackfromotherpeopleonwashingpowdersandthingsnot426

doingthejob.427

428

I:Isthatthegeneralconsensus?429

430

P:yup.IthinktheEcostore’sgettingabitofareputation,Ithink431

432

I:Amongstyoursocialgroup?433

434

P:Yeahjustforquitenotdoingthejob.Not,butthethingis,thatwhenwecomebacktois435

thatit’snotgoingtodothejobbecauseitdoesn’thavethechemicalsinitthatyouhave436

normallybeenusing.Andyouhavetomakeachoice.Soyouknow,we'vehadalotof437

extended,philosophicalarguments,howwhatismoreimportant.Someofthem,youknow438

someofthemusesomeproductsandnototherslikemyfriendFrancinewillusethehand439

washandallthemumsIknowusethesleepytimebathandthebabywash.440

441

I:Ohandtheystilluseit?442

443

P:Oh,asthekidshavegrownolderthey'dbedroppingoffthesleepytimebathaboutwhen444

bubsisaboutninemonthstoayearoldbutafterthatyouwouldn’tseeitinthebathroom445

again.446

447

I:Sowhatdidtheymoveonto?AnotherEcostoreproduct?448

449

Appendices

167

P:Thebabywash,ifthey’veusedthesleepytimebaththey’llmoveontothebabywash.The450

Ecostorebabywash451

452

I:Oh,okay.Sothat’sbecausetheywanttokindofkeepitup?453

454

P:Yup.Becauseitdoesn’t,I'veneverseenanyone'sbabyhaveaskinreactiontoanyofthe455

Ecostoreproducts.Ihaveseenprettymuch,seenlotsofbabiesreactbadlytoJohnson'sand456

Icantreallythinkofanymore.Butyouknow,thereallyhighlyfragrancedstuff.457

458

I:Sopartofyourrecommendingwassothattheycouldkeepthechildrensafe?459

460

P:Ah,Iknowit’ssointerferingbutIcan'thelpit.Yeahitis;that’smymainreason.It'sthatit,461

it’sreally,oftenwhatcanhappenwhenpeoplearenewparentsandwhenbabiesgetarash,462

theygotothedoctor.Andprobablythedoctorwillprescribethemsomesortofanointment463

andthenyougetawholestreamofintervention.It’slikeitseemslikesuchasillythingbuta464

rashfromaproductthatishighlychemicalcanbethebeginningforaninterventioninthat465

child'smedicallife.Thatwillsethabitsforalifetime.Oh,mychildhasIhave,havetoworry466

aboutmybabybecauseitgetsrashes.Mustbesomethingit’seatingormustbesomethingso467

theystartprescribingallsortsofstuffandit’snotnecessary.468

469

I:Soit'slikeonestepfortherestoftheirlife?470

471

P:Yeah.Soyeah,IthinkIdoagoodthing,IhopeIdoagoodthing.I'vegotonefriendthatI472

recommendedthestuffto,theEcostorerangeofbabyproductsandshewentandbought473

fourbottlesofsleepytimeandfivebottlesofbabywashandfourbarsofsoapeverything474

andIsweartogodsheisprobablystillusingthem.Theydolast,alongtime.Sothat'sone475

thingIlikedaboutit.476

477

I:Sosheboughtallthatafteryourrecommendation?478

479

P:SixmonthsbeforethebabywasbornshehadrowsofEcostoreproductsstackedupon480

thechangingtableready.481

482

I:Soyouobviouslysoldherinonthat?483

484

Appendices

168

P:Yeah.I'm,I'amajoradvocatefor,Iamprobablythemostpassionate.Ithinkaboutthe485

Ecostorebabyproductsarethebestonesyoucangetinasupermarket.Theremightbea486

littlecompetitionfromanotherbrand,IthinktheyarecalledMahu,theyhaveprettier487

bottlesaswell.488

489

I:Isthatontheeco‐angleaswell?490

491

P:Yeah,yeah,yeah,green.Actuallyoneoftheir[mainpointsof]emphasisisonagentler492

product.Forbabyskin,buttheydohaveagreenphilosophytoo,yeah.Butthey'redefinitely493

prettierbottlesforwhateverthatmeans.Itgoes,Iactuallyhavetobehonest;Iactuallyhave494

thatproductinmybathroomrightnowbecauseitgoeswithmyshowercurtain.495

496

I:Becauseyouwantedeverythingtomatch?497

498

P:Um,yeah499

500

I:Wasthatforyoursakeor?501

502

P:PhillipandIhaveaprettystrongaestheticappreciation.Soyeah,yeah.itmatchesmy503

showercurtain504

505

I:Ordidyouwantotherpeopletoseethat?Doyouworryaboutotherpeopleor?506

507

P:No,Ineeditformyself.Idon’tthinkother,otherpeoplewouldevennoticewhethermy508

babywashmatchesmyshowercurtain.Butitisdeeplyimportanttome509

510

I:Becauseitmakesyoufeel?511

512

P:Itmakesmefeelinorder.Ifeel,normal.Iquitelike,yeahanythinginourhouse,we've513

soldourhousealittlewhileagoandhaveashittylittlerentalthatwe'relivinginuntilwe514

buyanotherhouse.Andeveninourshittylittlerentaleverycushion,youknowthere'sa515

pictureonthewallwithabitofredonitthatreferstoacushionorchairoverthere,itsjust516

like.Ican’t,Ican’tIneedthat.Idoneedthat517

518

Appendices

169

I:Cool,you’vecoveredalotalready,thatIwasgoingtosay.Sowhenyouusetheproduct,519

didyoutreatthemjustliketheotherones?520

521

P:Probablythebiggestdifferenceis,becausetheyarealittlemoreexpensiveinmymind,I522

don’tknowiftheyare,I'mnotactually,I'mnotthekindofpersonwhowillstandthereand523

lookatalltheprices.OnceI'vemademychoiceonaproduct,I’llkeepbuyingit.ButIwould524

bemorecarefulabouthowmuchofitIuse,theEcostorehandwashIdiluteitbyhalf,525

always.SoassoonasIemptyhalfofthiscontainerintoanothercontainerIwillfillittothe526

topwithwaterandIwillprobablytopupthepumpaswellbecauseIcangettwiceasmuch527

outofthatanditworksjustaswellsowhywouldIbother,asIsaidIwouldprobablybea528

bitlessdiligentaboutmeasuringoutacheaplaundryliquid,butwiththatone,Imarkedon529

thebottletheincrementssothatwhenIuseitIcanholdit,it’sapainintheassbutbecause,530

itsnotaclearbottlebutIcanholditupthelightandkindofknowhowmuchI'mgetting,531

‘causethat’swhatit’sgettingdownto,howmanywashesdoIgetforthis$10,isit10532

washesorisittwentybecauseifIbuythisproduct,20washes,outofthesameamountof533

money.Andwhenyou’vegotalittlekid,andahusband,that’sa,there'salottowash.You534

now,there'sa,Idothreeloadsofwashingaday,forthreepeople,whichissomethingwrong535

there.That’salotofwashing.Letssaytwoloadsofwashingadayforahouseholdofthree536

people.Anditsfullloads,soI'mdoing,what'sthat,fourteenloads,Ineed,needabottleof537

laundryliquidtolastmeaweekIneedittogofromonesupermarket,shoptothenext.SoI538

amalittlemorevigilantabout,abouthowmuchIusebecauseitdoescostabitmore539

540

I:SoareyoustillusingEcostoreforlaundry?541

542

P:Wellno,uh,itkindadependsonwhatsortofstatemyconscienceisin.IthinkIhave543

committedtochangingtodowntoearthlaundryliquid,yeah.Andithas,doyouknowwhat,544

it’sactuallybeensomethingthatI'vereally,likeI'vereallyhadabitofa,crisisofconscience545

aboutit.LikeIreally,really…546

547

I:Youwerequiteattached?548

549

P:Yeah,I'vehadtoreallythinkaboutwhether,Iguess,thebiggestthingthatIhave,I've550

actuallysatdownandthoughtdoIreallyacceptandbelievethemessageofagreenproduct551

andfromDowntoEarthinthesamewaythatIhaveforEcostoreandIhavemadethe552

decisionthatIdoaccepttheirword.Iguess,itsnotthatI'veactuallygone,yeah,I'veactually553

Appendices

170

consciously,I'veactuallydecidedwhetherIbelievethesepeopleasmuchasIbelievethese554

people555

556

I:Sowhatwasthatbasedon?Wasthatpackaging,design?557

558

P:Wellyeah.Actuallydoyouknowwhatitwas?Itwasactuallyajustificationinmyown559

mindthatallowedmetobuyaproductthatI'mnot,thatIhavecheckedtheseproducts,that560

IhavecheckedtheselabelsgonetotheInternet,checkedtheingredients.Ononeproduct561

andthat’senoughfortherange.IdidnotdothatwithDowntoEarthbutIneededtomakea562

changetoadifferentproductbecauseIneededthejobdonebetter.SoIjusthavehadjusta563

littleinternalargumentaboutwhetherIcanbelievethemornotandconvincedmyselfIcan564

withoutactuallychecking,becauseI'mnotsureIwouldhavethesameresultsifIchecked565

thelabelbutIneed,needthejobdone.566

567

I:Couldyou,potentiallyjustconvinceyourselfbecauseyouwantedto?568

569

P:Yeah,totally.Ineedtobelieve,IneededtochangeproductsbecauseEcostorewasnot570

delivering.SoIhaveconvincedmyselfthatthereisanotherproductthatisjustasgreen,but571

somewhereinthebackofmymindthere'salittlevoicethatsays,don't,youknowverywell572

Laurenthatifitisdoingabetterjob,it’sisnotlikelytobeaskindtotheenvironment573

574

I:Sothereiskindofatradeoffbetweenecooritsgood[effectiveness]?575

576

P:Yeah.That's,that’swhatI'mgettingtonow.Iam,havingtobeenforcedintoasituation577

whereIwasusingecofriendlyproductsandtotallynotecofriendlyproductssidebysidein578

mydailylifeandyouknow,differentpeople’shousesbutyouknow,itreallygavemea579

majorwakeupcallasto,canIjustsay,oneoftheproblemsthathavecomeup,with580

Ecostoreproductsisthattheydon’thavegoodchildsafetycapsonsomeoftheirproducts.581

Someofthemhavechanged,buttheirtoiletcleaner,whichtraditionallytoiletcleanerisleft582

inthebathroom,usuallyatgroundlevel,doesn’thaveasafetylockonit.Havingsaidthat,583

thesmellofitissoawful,Ihatetheproductsomuch,andIwillneverbuyitagain584

585

I:TheEcostoretoiletcleaner?586

587

Appendices

171

P:Yeah,andmychildwouldtakeonewhiffofitandohmygod,I'mnotgoingtodrinkthatif588

hemanagedtogetitopen.Yeah,butohyeahthatcommenthascomebackfrommorethan589

oneofmyfriends.ThatI,Ithinktherewasone,thedishwasherpowderdidn’thaveachild590

proofcaponitbutthenitchangedatsomepoint,butyeah,theredefinitelyhasbeen,591

historically,alackofchildsafetycapsontheirproducts.Yeah,andIthinkthat’simportant592

becausethepeopleIknowwhohave,asIsaythatisonethingthatgoesalongwithhaving593

childrenisthatchangetoecofriendlyproducts.Soyeah,agoodportionofyourmarketis594

goingtoneedchildsafetycaps.595

596

I:Doyouthinkthat’sbecauseparentswanttolookafterkids,morethanthemselves?597

598

P:Ithink,asyougetolder,differentpeoplearepitchingtheirproductstoyou.Idon’tknow599

thatwemakethatmanydecisions,ourselvesbasedonwhatwebelieveoractuallywant.I600

thinkmostofourdecisions,aremadebasedoninformationthat’sfed,almosteveryone601

makingtheirnutritionaldecisionsbasedonadsontheTVandI'mastoundedbysomeofthe602

thingsIseeonTVandhowmuchthatpeopledon’tunderstandthatthisisnotscientific603

researchyou’regetting.Thisisablurbthatwaswrittenbysomeonewhoprobablyhasa604

marketingdegreeandhasbeengivenasalestargetthatweneedtoshiftthismanyunits,605

whatcanwetellourmarkettodothat606

607

I:Yup,soyou’reumquitecriticalofthat?608

609

P:It'squiteweird,don'tyouthinkgivenmyhusband'sjob[graphicdesigneratpromotional610

marketingagency].Ithinkaswegrowolder,youstartto,Idon’tknow,youstarttohavekids611

youstartreadingdifferentmagazines,insteadofpickingupaCleo,Cosmo,Vogue,whatever612

andbeingconfrontedwithallthesepagesandpagesofadsforlipsticksandfragrancesand613

[inaudible]whatever,youpickupaLittleTreasuresmagazineandyou'regettingadsfor614

breastpumpsandEcostorewashingliquidandwhatever,youjust,youjustmoveintoa615

differentdemographicandsuddenlyyourfocushasjustbeenshiftedontoawholenew616

rangeofproductsandwhoeverisstandingatthefrontwiththebestlook,istheonethat617

goingtogetmymoney.Well,maybenotmymoney,butsome,butthenagainhereIam,I'm618

stilltryingnewproducts619

620

I:Soyou'vegonethroughafewecostoreproducts?Haveyougonebacktoany?621

622

Appendices

172

P:HaveIgoneoffandbacktoany?We,IusetheshampooacoupleofyearsagoandIdidn’t623

likeit,butthenPhillipstartedusingit.SoIwentoffitbutthenhestartedusingitbecausehe624

doesn’tcare,he'sgotshorthair.Iusedtheshampooandconditionerandfoundthat,thatit625

didn’treallydothesameassomeofmynicerones.I'mnotsureifnicerisright,butyou626

know,youputthatnexttosomethingthat’sfromRedken,orIdon’tknowitdoesn’tmake627

myhairshinyinthesameway[laughs]itdoesn’tmakeitsmellbeautifulinthesameway.628

ButmaybeIwilltryitagain,whoknows?Imeanit'sinthehouse.Citrusfusion.It’sagreat629

name.Idon’tunderstandwhythere'sapictureofapineconeonthefrontofcitrusfusion630

631

I:Uh,Idon'tknoweither632

633

P:Maybewe'remissingsomething.Theyarequiteabstract.Imean,that’sapoppy,onthe634

patchouli635

636

I:Abstractandthensomewhatirrelevant637

638

P:Butyeahthat’snotuncommon.Forthepeople,themarketingpeoplearenotnecessarily639

talkingtotheproductpeopleandyeah,soit’saniceimage.Soyeah,theshampooIdidn’t640

likethatPhillipisnowusing,thedishwashingliquidcomesandgoesabit.That'stheother641

thing;Iwillalwaysmakeagreenerchoice,Phillipwillnotnecessarily.Soifhedoesthe642

shoppingyougetquiteadifferentshoptowhatIwouldget643

644

I:Butyoudon’tinfluence?645

646

P:Ohyeah,ImeanIdo.That'llbewhyheboughttheEcostoreshampoo,butthenhe’llstand647

thereinfrontofthedishwashingliquidandthengo,areyoukiddingme,Icanget500mlsor648

twolitresforthesamepriceandhe'llcomehomewiththetwolitres.UnlessIspecifically649

saytohimifyougototheshops,youbuythis,youmustbuyblahblahblah.Yeah,Ihavea650

realproblem,justgoingbacktothemeasuring,oneofthethingsthatIreallystrugglewithis651

thatthere'snomeasurementsofthe,actuallydotheyhave?652

653

I:Ohtheyhaveacup654

655

P:Ohyeah,theydo?Okay,sotheydointhat,butnothinginthat,inandintheirdishwashing656

powderaswellthere'snomeasureinthedishwashing,soIstartedusingaformula,ascoop657

Appendices

173

fromaformulacontainertoscoop,tolikemeasurehowIusedishwashingpowder.Itsquite658

abigdifferencebetweenwhatIfeellike,giveitashakeandthedishwasherpowder659

containerandthemachine,andgo,thatlooksrightandactuallyifyoumeasureitout,I660

wouldprobablyputin,Idon’tknow,oneandhalftotwiceasmuchifIfreepour,so…661

662

I:Sowouldyouhaveanissueifothercompaniesdidn’thavemeasurements?Orisitjust663

becauseit'sEcostore?664

665

P:Uh,no,itdoesn’t.Itdoesbothermegenerally,becauseIfeelthatcompaniesdothat666

deliberatelysoyouwilloveruseandrestockmoreregularly.Itparticularlybothersmewith667

EcostorestuffbecauseifIusetwiceasmuchIactually,IfeelthatIamnegatingeffortthat668

I'mputtinginbyusinganecofriendlyproductbecauseusingtwiceasmuchisalmostasbad669

asusingalessecofriendlyproduct670

671

I:SowhenyouuseEcostoreproductsyoualwaysmakesure?672

673

P:Itry.Butyouknow,who,hasenoughtime,really,intheirdaytospendthatmuchtime674

thinkingaboutsomethinglikethat.WhenIgotousesomething,Ijustwannago,done.I675

don’treallywannastandtheremeasuringitoutwithlittlecupsandthings676

677

I:DoyouendupdoingthatforEcostoreproducts?678

679

P:Ido.Ido.Butnotthisshampooandstuff,itsomethingwheretheygo,youshouldgetthis680

manywashes.IshouldbeabletoworkouthowmanywashesIgetoutofadishwasher681

powderoralaundrypowderwhereyou'reusingaspecificamount.Aspecificamount682

shoulddothejob.Iquiteoften,oneofthereasonsIsteerawayfromtheclotheswashing683

stuffis,well,becauseIfeltitwasn’tdoingitsjob,Iwasusingmoreandmoreofit684

685

I:Negatingthe…686

687

P:YeahandstillthenotgettingquitethejobIwantedoutifitanyway,sothatiskindofwhy688

Istartedtolookatthechange.‘CauseifI'musingtwiceasmuchandit’sstillnotdoingthe689

job,thenit’sjustnotdoingthejob.Ifitwasjustme,andIwassingle,andIwasjustwashing690

workshirtsorblouses,oryouknowjustthingsthatIwassittinginanofficewearingIwould691

happilyusetheirproducts,butIcan’tgetchocolateandmud[out],andIknowitsoundsso692

Appendices

174

cliché,youknow,it’saPersilad,isn’tit,inthemaking?Butyoucan'tgetthatstuffout,ina693

wash.WithoutsoakinginanEcostoreproductbutIcangetitoutwithotherproducts.IfI694

wentforsomethinglikePersil,itwouldbegone.EvensomethinglikeDowntoEarthisnot695

aseffectiveasthatbutyougottadrawthelinesomewhereotherwiseyouwon'tendup696

green.AndIfindmygreenlineisgettingfuzzierasIgetbusierandIdon'tlikethat.697

Appendices

175

Interview: Karen 1

I:Soifyou’djustliketostart,bytellingmeaboutyourfirstexperienceofanEcostore2

product?3

4

P:Firstexperiencewouldhavebeenthebodywash.AndI'vethinkwe’vedonesome,yes5

we'vedonetheliquidwashingliquidoneandwemovedontotheecoonebecausemy6

boyfriendlikesusingthatstuffandIstartedusingittoo.7

8

I:Sothebodywashonewasthefirstone?Doyourememberhowyouwentaboutbuyingit?9

10

P:Ithinkwe[normally]buyanotherproductandthenwesawthatoneontheshelf,‘cause11

there'sonlytwo,threebodywashproductsontheshelfatsupermarketsandIsawthatone12

andI’dthoughtI'dtryit.PlusIliketheflavours[laughs].Ithinkitwasvanilla,vanillaand13

somethingismyfavouritenow,butthisonesmellsgoodtoo.14

15

I:Sodidyousmellitatthesupermarket?16

17

P:Yup.18

19

I:Doyoudothatwithallyourshampoos?20

21

P:Ibuyallmyshampoosfromthehairdresser,sono.ButnormallyifIdidlikespraysand22

stufflikethatIwould.23

24

I:Soyousaidyourboyfriendlikedtheproduct?25

26

P:Yup,‘causehe’sgotlikequitesensitiveskin,I’mnotsurewhattheotheronehewas27

buying.QVorsomething,IthinkitwasQV?Andhewasusingthat,helikesusingtheloofah28

andthebodywashandsothatsideofthings,whichI’veneverdone.29

30

I:Andthatwasbecausehehadsensitiveskin?31

32

P:Yup,yup.33

34

Appendices

176

I:SowhatdidyouthinkoftheEcostoreone?35

36

P:Muchnicer,itsgotanicesilkyfeeltoit.Andyourskinfeelsniceandmoisturisedatthe37

endofit.Itfeelslikeitsactuallydoingsomeworkanditalwayssoaksup,likenormalsoap38

youalwayshavetorubonquiteabit,Iknowitdoesn’tmakesensetosaysoapup,butit39

feelsrighttosaysoapup[laughs].40

41

I:Sothatwasforthebodywash?You’restillusingit?42

43

P:Yes44

45

I:Soisthattheonlybodywashyoustilluse?46

47

P:That’stheonlyEcostoreproductwestilluse.Wewereusingthedishwashingliquidfora48

while,butIthinkthatwastheonewefoundwasn'tactuallywashingthatwell.49

50

I:Ohokay.Whatattractedyoutobuyitinthefirstplace?51

52

P:Afriendofourswastellingusabouthowit’sgoodfortheenvironment.Becauseit53

doesn’t,somethingaboutfish?Thatwewill,itdoesn’taffectthefishinthewaterandwe54

figured,wemightaswellgiveitago.Alwayslookingtotryandhelptheenvironmentalittle55

bit.Andthat'showwekindofgotontoit.56

57

I:Soyourfriend,theysoldyouintotheproduct?58

59

P:Nottheproductitself,justtheideaofdoingecoproducts.60

61

I:Wereyouusingthebodywashatthatstage?62

63

P:No.Iprobablyonly64

65

I:Sothedishwashingliquidwasyourfirst?66

67

P:Ican'trememberwhichcamefirstthough.Itriedanotherdishwashingliquid,whichwas68

anecoone;Ithinkthebodywashmayhavecomefromthefirst,ecostoreproductsline.69

Appendices

177

70

I:Soyoudidn’tlikethedishwashingliquid?71

72

P:No,wedidn’tquitelikeitanditwasquiteexpensivesowestoppedusingit.73

74

I:Sowasitprice?75

76

P:Yup,definitelyforthatone.I'dkeepgoingifitweren'tsoexpensive.77

78

I:Sodoyoufindthebodywashexpensive?79

80

P:Uh,yes.Butit’skindaworthit.One,causeIknowitgoodforhisskin.Andwemightas81

wellusethesameoneinsteadofhavingasoap,andliquidsoapthere.Andyoucanusually82

finditonspecialsoit’snottoobad.Itsquiteexpensive,butit’squiteworthit.83

84

I:Haveyoutriedanyotherecobodywashes?Notsureifthereareanyothersinthemarket.85

86

P:UhIthink,Idon’tthinkIdid.Ohlook;IdogototheEcostoredowninPonsonby,umby87

Newmarket…88

89

I:Freeman'sNay?90

91

P:Yupthatone.Hadalookinthere,therewasheapsofstuffintherethatIwouldhave92

broughtbutIjustdidn’thavethemoney,andknewIwasgoingtoAustralia[move93

permanentlyto]anywaysoIthoughtwhat’stheuseinbuyingit?‘Causethoseoneswerein94

biglots,thoseones.95

96

I:Sowhatwasyourmotivationforgoingintothestore?97

98

P:BecauseIsawtheEcostore[retailstore]andreallywantedto,causeIdon’treallylike,the99

onlythingIdon’tlikeabouttheproductisthebottleitcomesin.Idon’tknowifyouwere100

goingalongthatsideofthings.But,wealwayspourthisproductintoabottlewithapump101

onit.BecauseI,openingthisstuffallthetime,toputonmyloofahissoannoying.Sothat102

wastheonlythingIdidn’tlikeabouttheproduct.SoIwasgoingintotheEcostoretolookto103

Appendices

178

seeiftherewasanybiggerones,soIwaslikeI'mbuyingalittleone,whydon’tIbuyaone104

litreandhopethat’sgotapumponitorsomething.Thatwasmymaingripe.105

106

I:That’squitealotofeffort,forabodywash107

108

P:Itwasactually.Well,Ididn’tknowthestorewasthereuntilIwentpastitforwork.AndI109

sawit,andthoughtI'dstopin.so,itwasn’tlikeIspecificallywentintotheretodothat.ButI110

wasthinkingabouttryingtofindsomethingthathadapump,yeah.111

112

I:Ohthat'sinteresting.Sowhatdidyoumakeofthestore?113

114

P:Thestore'sreallygood.IthadheapsofstuffinitthatIdidn’trealisethattheymadeor115

thattheyincludedintheirthings,notjuststuffforthebathroombutkitchen,andgardening116

stuffeverything,so,butIdidn'treallyhavealookatthepricesbutknowtheywouldbe117

moreexpensive,andplusit’sinlikeFreeman'sBaysoyoukindacanguessit’sgonnabea118

littlebitmore.But,Ithink,canyougetthemonline?119

120

I:Yeahyoucangetthemonline.121

122

P:Yeah,cangetthemonline.Ahyes,Ihaveactuallylookedonlinetoo.123

124

I:Okay,um,anyparticularreason?125

126

P:Tolookonline?127

128

I:Yup129

130

P:Ijustthoughtitcouldmaybegetcheaper.Orgetbulk.131

132

I:Soum,youdefinitelywantedtobuytheproduct,butthepricewas?133

134

P:Yup135

136

I:Wasthatforthebodywashorjustanything?137

138

Appendices

179

P:Iwaslookingmainlyatthebodywash,butthenthatwaswhenIrealisedhowmanyother139

thingstheyactuallyhave,thatsupermarketsdon'thave.But,yeahIdidn’tbuyanything.140

Therewasn’tanythingweneededatthatstage.141

142

I:Sowhywereyouinterestedintheotherproducts?Didyoulikethebodywashand143

thoughttheothersoneswouldbe...144

145

P:Wellyeah,IthoughtthatifIcanbeasecoaspossibleIwouldgodownthattrack.Yeah146

anditwasreallyinterestingjusttoseewhattheyhad.Andhowmanydifferentthingscanbe147

eco[laughs]butyoukindadon’tthinkthatcan.148

149

I:Soyou'vethoughtaboutecolately?150

151

P:Soumm,youkindatryto,‘causeyouknowhowmuchstuffisoutthere.Anyway,little152

wayyoucanhelpIthinkisgoodlikeevendowntotryingtonotusetoomuchGladwrapand153

thosekindofthings.Recycleyourrubbishbinsandeverything.Imean,I'mnotcompletely154

eco,butifIlivedonafarmorsomethingIwouldbe,butthat’squitehardinurban[society],155

[laughs]tobeabletodothatso…156

157

I:Butyouwouldkeeptryingto?158

159

P:Yup,Idefinitelywould160

161

I:Soyouwouldbetryingtochangeotheraspectsofyourlife,thatyouwouldbetryingtobe162

greener?163

164

P:Yup,yup.ImeanifIhadawormfarm,Iwoulddefinitely,ImeanifIcouldhaveaworm165

farmshouldIsayIwoulddefinitelyhaveit?166

167

I:Butyoucan’tbecauseofwhereyouareliving,andthingslikethat?168

169

P:Yup,andtime[laughs].170

171

I:Justgoingbacktothebodywash,youalwaysbuyit?172

173

Appendices

180

P:Yup.174

175

P:Sodoyouwaitforittobeonspecialor?176

177

P:No,ifwerunoutofitIjustgoandbuyit.Butifit’sonspecial,Iwilllikebuyfourorfive178

bottlesatthesametime.179

180

I:Soyoustockup?181

182

P:Yup.183

184

I:Soisthatlikemainlybecauseyouknowyouwillwanttheproduct?185

186

P:Yup,wewillrunoutofit,becausethere'stwoofusthatuseit.Weuseitupquitequickly.187

188

I:Soyouhaven'ttriedtheshampoo?189

190

P:No,becauseIgetmystufffromthehairdressers.191

192

I:Anyparticularreason?193

194

P:BecausethekindofhairthatIhave,becausetheyrecommend,becauseI'vegotcurlyhair195

andIstraightenit,Igetthestuffthat'squitegoodformyhair.Ineverlookedattheecostuff.196

197

I:Haveyoutriednormalshampoos?198

199

P:Uhyeah,IhavebutI'drather…Ijustdon'tlikethem.Likeyoucanbuythecheapestone200

ontherackandthat'sprobablytheworstoneforyouintermsofshampoointermsof201

straighteningandstuff.SoIwouldtryandgofortheother,boutiquestuff,notthatIlike202

spendingtoomuchmoneyonthateither.203

204

I:Oh,sothat'squitefunny,likehowwhenitcomestobodywashyou'reokaywithbuying,205

cheap,relativelycheapone?206

207

Appendices

181

P:Uhno,becauseI,uh,okaybeforewewentontothis?ProbablybecauseI’vealwaysused208

cakesoapsoIjuststayedwiththat.Ineverliked,neverthoughtIwouldliketheideaof209

havingliquidsoap.AndthenI,‘causeIusedtojustuseitwithoutaloofah.AndnowthatI210

usealoofah,Ijustthinkoh,thisissomuchbetter.AndIusemaybefourtofivesquirtsofit211

whereaswithnormalsoapIuseheapskindofthing212

213

I:SowasEcostorethefirstonethatyouused?214

215

P:Bodysoap,no,becauseweusedQVatfirst.Andthenwemovedon.216

217

I:Andthatwasbecauseofhissensitiveskin?218

219

P:Yeah,yeahandQVIthinkfromthechemist,Ithinkonlyfromthechemist.Andthisone220

youcangetfromthesupermarket,andIthinkthat’sprettymuchanysupermarket,soyou221

know.222

223

[Intermission]224

225

I:Sowhathappenswhenyougethomewiththeproduct,doyouputit226

227

P:IfourpumpbottlesemptyIwillclearit.228

229

I:Oh,sorryjustbeforethat,likedoyoutakeinabagorplasticbag,ordoyoubringyourown230

bags?231

232

P:Oh,atthesupermarket?Iusuallyhave,causeIusuallygotoPaknSaveandtheydon’tdo,233

youhavetopayforplasticbags.SoIusuallyhavethegreenones,Idon’ttakeitintothe234

store,Ijusttakethetrolleytomycarandthenpackmygreenbags.Savesmetencents,well235

forty,fiftycentssometimes.Italladdsup236

237

I:Andthat'sthemainreasonbehindit?238

239

P:Um,yeah,andit’salso,thosegreenbags,areeasy,liketheecobagsareeasytocarryand240

stuffandtheyfill,youcanfillquiteupabitwiththem.ButsometimesIdo,ifIgotoastore241

Appendices

182

thatprovidethebagsforfree,Iwillgetthesupermarketbags‘causethenIwillusethemas242

rubbishbinliners.243

244

I:Yeah,‘causethenyoucanstillreuseit?245

246

P:Yeah.247

248

I:Sowhenyoutaketheproducthome,isthereanyparticularplaceyoustoreit?249

250

P:Justinthebathroom.251

252

I:Wouldyoujusttreatitlikeanyotherbodywash,wouldyouuseabitmoreor…253

254

P:NoIjusttreatitlikeanynormalbodywash.ImeanItrynottousetoomuchatonce.255

‘Causeit’squite,nowthatwe'vegotapumpbottle,youcanpumpquitea[inaudible]ata256

time,butIonlypumponceandthat'senough.257

258

I:Soyouputitintoapumpbottlebecause?259

260

P:It’sjusteasier.261

262

I:Couldyoumaybehavewantedtoaesthetically,or263

264

P:'Causeit’sjustsittinginourcontainer,thethingwehaveinourbathroom,tohavea265

shower,itsitsrightinit,youcan’tturnitsoit'slikeyougottatakeitout,putitonyour266

loofah,andthendoit,andthenputitbackinandthenthelidgetsmovedaroundandstuff267

likethat.SoIjustchuckitinthatstraightaway.268

269

I:Sodidyouenjoyusingthepumpcauseyoucancontroltheamount?270

271

P:Yup.Andit’sjusteasy.Youcanputyourhandandjustpumponit,insteadofhavingto272

openthatupandpouritout.273

274

I:Cool.Sothefirsttimeyouusedit,whatwereyourexpectationsoftheproduct?275

276

Appendices

183

P:Well,Ididn'tknowwhatitreallywouldbeliketohavealiquidone.SoIthinkIwasusing277

waytoomuch.Soovertime,I'verealisedthatyoudon’tneedsomuch.Iquiteenjoyusing278

theloofahnowtoobecauseitsreallyscrubstheskin,exfoliates,that'stheword.Exfoliates279

yourskinatthesametime.Anditjustfeltniceandsilky,kindasmoothfeeltoitandyour280

skindidn’tfeeldryoranythingafterwards,somecakessoapsdo,Iwasalwaysusingthe281

Protexcakesoap,soIwas,inthatwayIwasreallygoingdownsomethingalittlemoreI282

don’tknowifitseco,butit’salotbetterforyourskinthoseones.AndthenusingthatoneI283

quitelikeit,andthesmellisquitenicetoo.284

285

I:Sodoyoualwayssniffit?286

287

P:WellthevanillaoneIdo.WellthisoneIdon't.Theroseand[cardamom].288

289

I:Oh,sohaveyoutriedacoupledifferentones?290

291

P:Yeah,Ithinkthereisonlythisoneandthevanillaflavoured,welljusttheonesthatI292

usuallyfindinthesupermarketanyway293

294

I:Doyoustickwithonenow?295

296

P:Kevin[boyfriend]would,Ithinkhequitelikesthatone.Ijustbuyavariation,whatever's297

there,notreallyfussed.298

299

I:Um,soyouwouldn’tgobacktocakesoap?300

301

P:Nope,notnow.302

303

I:Soyouwould,youwouldn'tgotoanotherbodywash?304

305

P:Iprobablywould,ifIwouldn'tbeabletogetholdofit,likewhenwegotoAussie.Don't306

thinkIwillbeabletogetitthere,soIwillfindsomethingelse.Yup,butifIwasinNew307

ZealandIwoulddefinitelybuythatstuff.308

309

I:SoinAussie,whatkindofbodywashwouldyoubelookingfor?310

311

Appendices

184

P:Iwouldprobablylookforanecooneagain.Butifthere’snotone,butonesthatkindaof,312

wellfirstthingwouldbepriceandsmell,soifIdon’tlikeeitherthenitsecothenIwould313

probablylookatitatsomeotherbodywash.Butallthoseotheronesseemedtobe314

perfumedandyucky,youknow.315

316

I:Soyoudon’tlikeperfumed?317

318

P:No,becauseitcanreactwithmyskinalittlebit.Idon'thavearealsensitiveskinbutIcan319

getsensitive,especiallyonmyface,Idon'tuseitonmyface,butI'drathernotriskitifIcan.320

321

I:Sothat'swhyyoulookforeco?322

323

P:Yup324

325

I:Soisthatalso[thecase]inmakeupormoisturiser?326

327

P:YupcauseI'musinganothermoisturiserfromanotherecocompanycalledSkinfood,yup,328

sotheyputnophos,whatitisnopetrochemicals,Ithinkthereissomethingelse,thatthey329

don’thavealso?IonlygotontothembecauseatmylastworkIdidacampaignforthemand330

reallylikedtheirproductsanyway,andsampledalotofstuff[laughs].331

332

I:So,that'sgood.Soyou'vetriedtolookfortheecooptions?333

334

P:Ithinkso,Ididn’trealiseitformyfacestuff.335

336

I:Whataboutmaybefoodor?337

338

P:Wedid,thethingwereallydidwas,freerangeeggs.ButIdon'tknowifyoucancallthat339

eco,canyou?Inaway?340

341

I:Itsgotdifferentdimensions.Youknow,eventhewordeco,orgreenorsustainable,like342

whatdoyoumakeofallthose?343

344

Appendices

185

P:Idon’tthinkreallyofanythingelseonthefoodsideofthings.Itrynottouse,asIsaid345

Gladwrapasmuch,Itrytousecontainersmore.Itrytonottothrowplasticbagsaway,try346

torecycleeverything.347

348

I:Doyourememberwhatyoudowiththeemptybottles?349

350

P:Justthrowthemintotherecyclingbin.351

352

I:Butyoualwaysrecyclethem?353

354

P:Yup355

356

I:Butthatmaybe,youalwaysemptyitstraightintothepumpone?357

358

P:Yup359

360

I:Soisthereotherbodywashesinpumps?361

362

P:Yup,Icandoublechecktonightforyou,I'mprettysuretherearebecausetheQVone363

cameinapump.AndIthinkoneofthose[holdupEcostorebodywashbottle]fitsinoneof364

those.365

366

I:Soyouputthewholething367

368

P:Yup369

370

I:Sowhenitcomestoemptying,doyoutrytoscrapeupeverydrop?371

372

P:Yup,Ijusttipitupsidedownintotheotheroneandleaveitthereforacoupleofhours373

justtoletitdripout.374

375

I:‘Causeyouwanna?376

377

P:‘Causeyouwanna…becauseitwouldbethesameifyougottotheendofthatandusethat378

andtrytotipitupsidedowntogetasmuch[asyoucan].379

Appendices

186

380

I:SowhatdoyoumakeoftheEcostorebrand,ingeneral?381

382

P:Ithinkthey'redoingquitewellactually,they'restartingtogetinthesupermarketsquitea383

bitmore,andthere'sonlyacoupleofecoproductsontheshelvessoitseemsliketheyare384

infiltratingquitewell.Ithink,Ihave,'causeIknowtheproductnow,Iseeitallthetime,Ido385

notknowmuch386

387

I:Isthatforworkor?388

389

P:Uhno,justwhenIdosupermarketshoppingandsomething.Uh,Idon'tknowhowmuch390

advertisingorbrandexperiencingthey'redoing[laughs],butit’sgoodthattheyhaveastore391

openandwebsiteandstufflikethat.392

393

I:SoevenliketheEcostorebrand,isitlikegreenor?394

395

P:Thelookandthefeelforme?Yeah,Imeanevenlikethewaythey'vedonethenamequite396

simple,theydidn’treallyputtoomuchunfriendlystuffinitifyouknowwhatImean,trying397

totalkmarketingtalkhere,I'mnotreallymarketing.Itjustseemsquitenaturaltome,the398

bottlesareallquite,theyjustseemtolooklikequitenormalbottles,theyhaven'tseemedto399

dosomethingspecialwiththemandmostofthefrontsseemthesameandthingslikethat.400

Sostillshowingthatthey'rearen'tputtingtoomuchintoitandtryingtokeepitasnaturalas401

possible,Isuppose.402

403

I:Sowhenyouandyourboyfriendpurchasedthefirstone,didyoucheckoutthepackaging404

much?405

406

P:Yup,Icheckedontheback‘causeIdidn'tknowanything,Iusedsomeotherdishwashing407

liquidbeforeandthat'swhereIreadallthestuffonthebackaboutthechemicalsthatthey408

don’thaveinit,andthenwhenhewasbuyingtheQV,andIwenttothesupermarketand409

sawthisontheshelf,Ijustwantedto,IcomparedthattoQVandtheywereboththesame,410

andIthinkthisonewascheaperthantheQVatthatstage,sowetriedit.411

412

I:Sorrywasthatthedishwash?413

414

Appendices

187

P:Noitwasthebodywash.SoI'veusedsomeoftheirdishwashing,thenhewasusinga415

differenttypeofbodywash,Iwasjustusingcakesoapandthenhesaw.416

417

I:HaveyouevergiftedanEcostoreproduct?418

419

P:NoIhaven't.Imighthavetoldfamilyaboutit,Idon’tknow.420

421

I:Couldyourecallanyinstances,ofwhenyoumayhaverecommendit?Orifitcameupin422

discussion?423

424

P:Um,notreallythesoap.Iknowinouroldflatweusedtousetheothervariationof425

dishwashingliquid?AndItriedtogetthemalltousethatbuttheydecideditwouldcosttoo426

muchmoneyfortheflat.427

428

I:SoyouwantedthemtousetheEcostoreone?429

430

P:Yeah.431

432

I:Andthatwasbecause?433

434

P:Ijustthoughtitwouldbebetterfortheenvironment.435

436

I:Andyouwantedallyourflatmatestobe?437

438

P:Yup.AndIdidallthedishesmostlyanywayso[laughs].439

440

I:That'sawful.441

442

P:Yeah,that'swhyweleftthere.443

444

I:Butultimatelyitcamedowntothepriceforthem?445

446

P:Yup.Definitelyforthem.447

448

I:Oh,soyoufeltthatthedishwashingliquidwasbetterfortheenvironment.449

Appendices

188

450

P:Yup.451

452

I:‘Causeitwasn't453

454

P:Becauseofallthechemicalfreeagentsthatithadinit.455

456

I:SoIguess,forallthose,thetypesofpeoplethatyoutriedtogetthedishwasheron,wasn't,457

weren’tverygreenies?458

459

P:Umm,noIthinktheywere.ButIthinkitjustcamedowntopriceforusattheflat.460

461

I:Wasitquiteabigdifference?462

463

P:Yeah,‘causeyoucangetathingofdishwashingliquidforliketwobucks,andthatcostsat464

leastsevenoreight,orsometimesnine.Ican‘tbebotheredkeepingtrackofpricesanymore.465

Soyeah,it'squiteexpensive.Andyougetasmalleramountthanwhatyouwouldwitha466

regularbrand,andthenormaltypesofdishwashingliquids.467

468

I:Soum,bodywash,dishwashingliquid469

470

P:That'sit.471

472

I:Um,soyouhaven’ttriedofthelaundrypowders?473

474

P:Nope,haven’ttriedanyofthatstuff.475

476

I:Anyparticularreason?477

478

P:Probablycost.That’sprettymuchit.479

480

I:‘Causeifyourboyfrienddoeshavesensitiveskin,likedoeshehaveproblemswithhis481

washing?482

483

Appendices

189

P:Uhno.Heneverreallyseemstoactually,andI'veneverreallythoughtaboutit,no,Idon’t484

thinkso.485

486

I:Okay,sweet.Sojustlastly,doyouconsideryourselfagreenperson?487

488

P:AsgreenasIcanbe[laughs].Idon’tknowifI'mcompletelygreen,Istillkindahavethe489

odd,therecyclingandeverythinglikethat.LikeasIsaid,ifIhadafarmorsomethingI490

woulddefinitelydoasmuchasIcouldpleasemyself,butinurbansociety,Idon’tthinkIcan491

beasgreenasIwanttobe.Butideally,Iwouldliketobe.492

493

I:Sodoyoufeellikeyouwishyouwere?494

495

P:Yup,496

497

I:Butitcomesdownto?498

499

P:Time,priceandease.Thosearethethreethings,yeah.500

Appendices

190

Interview: David 1

2

I:Soifyou’djustliketostart,bywalkingmethroughyourfirstexperienceofanEcostore3

product?4

5

P:Ithinkitwasactuallyhereatwork.Isawitbeingusedasdishwashingliquid,inthe6

kitchenthere,andthoughtthat'sprettycool.Itsgoodtoseethatworkiskindabeinggreen7

beanandusingyouknow,ecofriendlyproducts.AndthenafterthatIsawitina8

supermarketandyeah,endedupbuyingit.9

10

I:Sowhatdidyoulikeabouttheproduct?11

12

P:Ilikethefactthatitdidn’tusenastychemicals[laughs]andthatitwas,Iguessan13

environmentallyfriendlyalternative,definitelyweshoulddoasmuchaswepossiblycan,to14

becarefulwiththeenvironmentandthisis,Iguessthisisasmallsteptowardsthat.15

16

I:Sowhatdidn’tyoulikeaboutthechemicals?17

18

P:Whatdidn’tIlikeaboutthechemicals?They,wellfirstofallarebadforhumans,there'sa19

lotofresearchthat,Idon’tthinkisparticularlyconclusivesayingthatthesethingsaresafe.20

Butthere'salotof,Iguessnothugelyscientificfindingsbutreasonably,substantialfindings21

thatsaychemicalsarebadforyou.Soifyoucanhaveaproductthatdoesthesamejob,that22

doesn’tusethem,Idefinitelythinkisgood.23

24

I:So,wheredidyougetthatimpressionfrom?25

26

P:Fromthepackagingwhichsaid,wellsothename,yousaidwhichimpression?27

28

I:Thatchemicalswerebad.29

30

P:WellIguess,probablyfrompeers,familyfriends,teachers.Icomefromaschool[Steiner]31

whereenvironmentalismwasalwaysakeypartofthingsandsoanythingthatwas32

unnatural,youalwayslookedforanalternative,ifpossible.33

34

Appendices

191

I:Soyoufeltyourschoolwasaninfluenceonyouasaperson?35

36

P:Yup,Ithinkso.School,parents,andyeahfriends.37

38

I:Sodoyouknowofanyfriends,parentsorfriendswhouseEcostoreproducts?39

40

P:Myparentsdo.Ihaveplentyoffriendsfromschool,whodo,yes.Friendsfromthekinda41

othersetsofpeersnotrelatedfromtheschool,notsomuch.42

43

I:Sohowyouknowtheyusedit?44

45

P:Seeingthemuseitintheirhouses.Soyeah,orseeingthemactuallysittinginthehouse.46

47

I:Didyoumakeanycommentorjustnoticeit?48

49

P:Uh.Notreally.Justnoticedit.50

51

I:Andthatwasbeforeyoupurchasedit?52

53

P:Probablysince.BeforeIpurchasedit,this[officeworkplace]wouldhavebeentheonly54

placeI'dseenit.55

56

I:Sodoyourememberwhatyoudidwhenyouwenttothesupermarketandboughtitfor57

thefirsttime?58

59

P:Itwascertainlywithageneralshoppingload,soIwasn'tgoingtothesupermarketto60

specificallybuytheproductbutIguessitwasonthelistofthingsthatIwaslooking,you61

know,cleaningproductsorwashingpowderorsomethinglikethat,soIwoulddefinitely62

havetakeninthepricesandontheshelvesandlookatallthedifferentalternatives,and63

thendecidedthattheadditionalcostwasworthpayingtogettheproduct.ButIdobelieve64

thatthefirsttimeIboughtitthatitwasonspecialanywayso,thatwouldhaveheavily65

influencedthefirstpurchase.66

67

I:Sodidyoutakeagoodlookatthepackagingatthestore?68

69

Appendices

192

P:Notreally.Iguessjustarelativelybrieflook.AsIsaidIwasn'tspecificallylookingforthat70

productsolelysoyouknowitwaspartofawidershop,sonoitwouldhavebeenarelatively71

brieflook,asIsaidIwouldhavereadthepackagingofanotherproduct,oneoftheproducts72

atworkfirst,soIhadagoodideaofwhatitwasaboutandandnoticedthatitwasplant‐73

basedandEcostoresothatwouldhave…74

75

I:Soyousaidyounoticeditatworkfirst.Sowhenyousawit,didyouhavealookatitwhen76

youwereatworkor?77

78

P:Ididnotinitially,butlikeIsawitquiteafewtimesobviouslyso.Ididhaveareadatthe79

packagingatonestage,yes.80

81

I:Andwerequiteconvincedthatyouwouldtryitifitwere,thatyou'dlookforitinthe82

supermarket.83

84

P:Uh,uhyes.Ithoughttomyself;ifitwasn'thideouslyexpensiveandnotworthit,Iwould85

definitelybuyit,definitelytryit.86

87

I:Andwhywasthat?Thatyouwouldwanttotryit,evenifitwasalittlemoreexpensive?88

89

P:BecauseItryanddolittlebitsandpiecesthatIguesshelptheenvironmentorhavethe90

lessdetrimentoreffectpossible.Allsmallsteps.91

92

I:SohowdoyoufeelwhenyouuseanEcostoreproduct?93

94

P:Um,goodIguess.Helpful,environmentallyfriendly,responsible,yeah.95

96

I:SowhichoftheEcostoreproductsareyouusing,orhaveusedinthepast?97

98

P:ObviouslyI'veusedthedishwashingliquid,therinseaid,I'veusedthedishwasher99

powder,havealsousedthewashingpowder,andIthinkIhaveactuallyusedoneofthe100

kitchenspraysaswell.101

102

I:Ohwow,that'squitealot.103

104

Appendices

193

P:Sobasically,whenthere'sanoptiontobuyifthere'srelativepriceparitybetweenwhat105

I'mbuyingandanEcostoreproduct,I'llpurchasetheEcostoreproducteverytime,overa106

conventionalchemical‐basedone.107

108

I:So,intermsofthoseproductsarethereanythatyoualwaysbuy?Ordoyouswitch109

betweendifferentbrandsattimes?110

111

P:Ialwaysbuytherinseaid,I'dsayIdoswitchbetweenthedifferentbrandsofother112

products,thekitchenspray,orthecleaningsprayinparticular,thereareaboutthreeorfour113

differentecovarietiesIguess,andIalwaysbuyoneofthem.114

115

I:DoyouseeEcostoreasbeingasequallygoodastheotherecobrands?116

117

P:Ah,yes.118

119

I:Sowhenyouusetheotherones…120

121

P:So,goodfromanenvironmentalperspectiveorfromaperformance,productperformance122

perspective?123

124

I:Um,bothIguess.125

126

P:Fromaproductperformanceperspective,yestheyallareaboutonparI'dsay.Andthey127

allworkverywell.FromanenvironmentalperspectiveI'dsay,they'reprobablyaboutthe128

sameaswell.129

130

I:SoIguesswhatwouldmakeyoupickEcostoreovertheotherbrands?131

132

P:Price133

134

I:Only?135

136

P:Prettymuch.Yup,asIsaid,I'llpayslightlymoretobuyanEcostoreproductoveraregular137

138

I:Non‐ecobrand?139

Appendices

194

140

P:Yes,that'sright.However,ifthereisanotherecobrandofthesameproductbutnot141

Ecostore,butagainthepriceissimilar,ifthepriceislowerthanEcostorethatI'llbuythat.142

SopriceisdefinitelyadeterminantbutIguessifit'swithinthatecobrandofproducts,I'll143

choosethelowestonewithinthat.144

145

I:Soyou'vetriedanEcostoreproductinquitealotofdifferentcategories?Isitbecause146

you'relookingforum,whywasthat?147

148

P:WhyhaveItrieditinalotofdifferentones?149

150

I:Uh,yeah.151

152

P:AsIsaid,basicallyifI'mbuyingacleaningproductoraproductwithinasetofora153

categorythathasEcostoreproductsIwill,ifpricesarereasonablyequal,I'llalwaystryto154

buyanecoproductandEcostorehasalotofproductsacrossthelotofthosedifferentareas,155

likeithasalotofthoseareascovered.Andwithinthosesetsit’softenthecheapest,soIwill156

thereforebuytheEcostore.Kindof,thereforethat'sthereasonItryalotofthemandifIam157

buyinganewproductandIseeanEcostore,youknow,anewEcostorerangeinthere,and158

againifthepriceisn’ttoobadI'lldefinitelybuythatoveranon‐ecoproduct.159

160

I:Oh,great.Doesthatextendtootherthings,notjustlaundrypowderlikecleaningproducts,161

butlikeotherthingsthatyoubuy?162

163

P:Yup.Absolutely,I'lltryandbuyorganicovernon‐organic,whereveragainthepriceis164

reasonable,sometimesit,organicseemstopriceitselfoutofthemarket,youmightpayten165

bucksforafivehundredgramblockofcheese,sointhosecasesIwon’tbuyorganicbutif166

thereisreasonablepriceparity,obviouslyoftenthereisn’t,thatit’snotexact,butI'mhappy167

topayslightlymoreforanorganic,orIguessaneco,agreeneralternativeasopposedto168

yourstandardstore.169

170

I:Andthatgoesbacktothefeelingofthatwhenyoubuytheseproducts,they…171

172

P:Yes,Iguessthefeelingisthatyeah,onebetterforyou,buttwo,havingasmallerimpact173

onthegreatergood.174

Appendices

195

175

I:Soyousaidyoualwaysusetherinseaid?What'sthereasoningbehindthat?176

177

P:Priceisreasonable.Andrinseaidisprettynastychemically.SoIguessit’sbetterthana178

badproduct[laughs].179

180

I:Sodoyouseesomeliketherinseaidagainstthelaundrypowderagainstthedishwasher,181

ischemicalsmoreimportanttosomeofthosecategories?182

183

P:Uh,yes.RinseaidIknowishorriblychemically.SoI'lltryandbuyanecochoice,pretty184

muchalwaysforthat.Laundrypowderisprettybad,soyouknowiftheecochoiceis185

availablethereandit’snottoomuchmorehideouslyexpensiveIwillbuyit,butIguess186

dishwashingliquidI'mnotquitesofussyon,butagain,ifthere'sareasonablepriceparity,187

I'llbuyanecoone.Butagainif,ifthepricedifferenceisbig,particularlywithdishwashing188

liquidforinstance,Iwillbuyanon‐greenproduct.189

190

I:Thismightbeatrickyquestion.Howwouldyousaythepriceparitybetweenaneco‐191

choiceandanon‐ecochoice,fordishwashingliquidorrinse?192

193

P:Rinseaid?Probablyadollar.Soifit’sadollarmoreexpensiveI’dbuyEcostore.Ifitwould194

besaytwobucksmoreexpensiveonitslikefouroffivebucksorsomethinglikethat,fiveor195

sixbucks.196

197

I:Sowouldtherebesomeproductsthatyouwouldbewillingtopaymore?Ifyoucankindof198

comparethedifferentproducts?199

200

P:Yes,Iguessso.TherinseaidIwouldbewillingtopaymore.ThekitchensprayIwouldbe201

willingtopaymore.Dishwashingliquid,Iwouldn’t,wouldn’tpaymore.202

203

I:Andthat'sbecause?204

205

P:BecauseIthinkit’sprobablyacloser,has,theeffectthatithasontheenvironmentfora206

dishwashingliquidhasnotquitesoharsh,hasforrinseaid.Orforwashingpowder.207

208

I:Somaybewe'lljustrunwithoneproduct?209

Appendices

196

210

P:Yup211

212

I:Somaybeyoucouldtellmewhathappenswhenyoutaketherinseaidhome?213

214

P:Okay,sweet.Ipurchaseit,putitintheshoppingtrolley215

216

I:Ohsorry,wheredoyoushop?217

218

P:PaknSave219

220

I:Doyoubringyourownbagsor?221

222

P:Um,no.[laughs].Putitinthetrolleycauseyoudon’tgetgivenplasticbagsyouhaveto223

purchasethem,Idon’tpurchaseplasticbagsbutweusecardboardboxes,sowetakethem224

tothecar,emptyit,takethestufffromtheshoppingtrolley,andtakeitouttothecarand225

putallthestuffinthecardboardboxes,whichwereuseforlikethreeorfouryearsbecause226

they'reprettygoodcardboardboxes.Andtakethemhome,soyeahwedefinitelydon’tuse227

disposablebags.WhenshoppingatPaknSaveandcertainlytrytoavoidthemasmuchas228

possible.Andwhenwedogetaplasticbagit'salwayskepttobereused.229

230

I:Soyourreasoningbehindthecardboardboxes,isthatbecause…231

232

P:They'repractical.They'regood,sturdycardboardboxes.Noreason,theonlyreasonis233

thatwedon’tlikebuyingplasticbagseverytime,andcanseeit’sdetrimentalsoifwecan234

kindofavoidbuyingthemanduseboxes,wemayaswell,there'snoreasonforthemtobe235

cardboard,ifthey’replasticboxesitwouldmakenodifference.236

237

I:Detrimentalintermsofeconomicorenvironmentalsense?238

239

P:Environmentalsense.240

241

I:Soyoudoseeplasticbagsasbeingkindaa…242

243

P:Terrible,terriblethings.Yup.244

Appendices

197

245

I:Butinotherstores,wheretheyarefreedoyou…246

247

P:Alwayswhenwe'redoingashopwetakethecardboardboxes.Ifwedon’thaveboxesor248

anythingtoputstuffintothecar,we'lluseplasticbags,butfillplasticbagsupasmuchas249

possible,sonottousetoomany.250

251

I:Sodoyoualwaysmakequiteanefforttobringacardboardbox?252

253

P:Um,yes,yup.Andwe'vegotreusableshoppingbagsinthecarasasecondoptionifwe254

don’thaveboxes.255

256

I:Ohokay,sweet.Ohsorryyouweretellingmewhathappenswhenyoutakeithome?257

258

P:Sochuckitinthecar[laughs],drivehome,unpackstuff,itwillgointhecupboard,andit'll259

basicallybeleftthereuntilthedishwasherrequiresrinseaidorwerunoutofthelastbottle.260

Andif[thedishwasher]requiresrinseaidthenjustputitinthedishwasher,fillitup,and261

thenreturntheremainderinthebottlebackintothecupboardandweleaveitthere.262

263

I:ArethereanyparticularwaysyoumightuseanEcostoreproductanydifferenttoanormal264

product?265

266

P:Uh,um,[pause]no.[pause]uh,noIdon'tthinkso.Fromarinseaidperspective,definitely267

not.268

269

I:SobeforeyouwereusingEcostore,whatproductwereyouusing?270

271

P:Whathavebeen,probablyFinishrinseaid.Dishwashingliquidwouldhavebeen,what's272

theoneinthelittlegreenbottles,uhsun…273

274

I:Sunlight?275

276

P:Sunlight,probably.Uh,noIdon’tthinkitwasSunlight,butsomethinglikethat.Itcomesin277

asmallbottle,concentrated.278

279

Appendices

198

I:SoundslikeyoumadeagradualchangetoEcostoreproductacrosscategories,acrossthe280

time?281

282

P:Umyes,asI'vesaidasthey’vebecomeavailableinthesupermarkets,acrossthe…it283

wasn'tifasifeverythingsuddenlyhadanEcostorealternative.Ithinktheyrolledoutinto284

PaknSaveprobablyrelativelygradually.Andobviouslywedon'tsuddenlybuyevery285

cleaningproductorproductwithinthattypeofatime,it'swhentheotheronesrunout.286

Yeah,replaceit,so,weneededtoreplaceit.287

288

I:DidyoukeepaneyeoutforEcostoreproducts,ordidyoujustnoticeit?289

290

P:Whenpurchasingsomethingwedefinitelyhadalookatallthealternatives.So,youknow,291

don’tsolelygothesinglebrandthatIalwaysbuy,alwayscheckaroundtoseewhatelseis292

there.Didn’tspecificallylookoutforEcostorebutifitwasinthesetthatyoulookedat,I'd293

definitelynoticeitandchecktheprice,certainly,specialsonthetagsatPaknSave,when294

theyarevisible,thatmakesahugedifferencetowardsnoticingitandyeah,decidingittobuy295

theproduct.296

297

I:Sointermsofperformance,youhaven't,comparedtothenot‐chemicalproducts,didyou298

findtheEcostoreproductstobe?299

300

P:Excellent.Thekitchenspraysthatwe'veusedhavebeenbetterthanthechemical301

productsthatwehaveused.I'vebeenvery,veryimpressedwiththem,withrinseaidI've302

noticednodifference.Youknow,certainlynoneoftheproductshaveperformedanyworse303

thantheirnon‐ecoalternatives,yeah.Sofromaproductperformancebase,extremely304

pleasedandnoreasonnottobuythemagainfromthatperspective.305

306

I:Aretheyquitevisibleinyourhousehold?307

308

P:Nope,they'reincupboards.309

310

I:Haveyoueverhadsomeonecomeinandmentionit?311

312

Appendices

199

P:Nopethey’reincupboards.Icertainlydon’t,don'tgooutofmywaytodisplaymy313

Ecostorecredentialstoanyone.No,it’sapersonaldecisionandnotsomethingthatIhave314

anydesiretopreachtootherpeopleor,toshowofftootherpeople.315

316

I:Why'sthat?317

318

P:[pause]I'mnotegotistical[laughs]no.They’vegottheirplaceandthey’reoutoftheway319

that'swherestuffgoesso,I'mnotgoingtomakeaspecificefforttonotputthem[not]where320

theygoes,toshowitofftootherpeople.321

322

I:Soit’sastrictlypersonalchoice,butyoufeelit'snotreallysomethingyouwouldtellother323

peopletobuy?324

325

P:No,Idon’thavea,yeahit'smypersonalchoice,Iwouldn'tmakepeoplebuyanything,I’d,326

I’drecommendthemfromaperformancepointofviewbecauseIthinkthey’regood,butI327

wouldn’tgooutofmywaytosaythatyouguysshouldbuythisstuff.Like,havealookat328

this;it'sproudlydisplayedonmywindowsillforeveryonetosee,ormytrophycabinet.329

330

I:Sohaveyouevergiftedorrecommendedittosomeone?331

332

P:Um,no.333

334

I:Butyoumentionedthatyourfamily,friendsandothersocialgroupsareusingit,Ecostore335

products?336

337

P:Yup.338

339

I:Isthatsomethingthathaveevercomeupindiscussionoristhatsomethingyou've340

noticed?341

342

P:JustsomethingI'venoticedthathasn’tcomeupinadiscussion.343

344

I:Right.SocouldtellmewhathappenswhenyoufinishoneoftheEcostoreproducts?345

346

Appendices

200

P:Rinsethebottle,forinstance,dishwashingliquid,whenit’semptyandyoucan’tpourany347

morein,youputsomemorewaterintothecontainer,shakeitaroundtogettheresidueout,348

putthatintothesinktofinishoffyourdishwashing,thenputthepacketintotherecycling.349

350

I:Yup,soyoualwaysrecyclethepackaging?351

352

P:Yes,fastidiousrecycler.353

354

I:Sorry?355

356

P:Ialwaysrecycle.Everything.Everythingrecyclable,prettymuch.Yup,anddefinitely357

plastic.358

359

I:Soyourdesiretogettheresidueout,what'sbehindthat?360

361

P:Useasmuchoftheproductaspossible.Getthemostoutofitpossible.Also,Ilikecleaning362

thestuffbeforeitgoesintorecyclingsoitdoesn’thaveallthehorriblesinitthatcankinda363

leechintoplaces.364

365

I:SoyoumentionedthatyousometimesgoofftheEcostoreproducts.Soeachtimeyoure‐366

evaluatebasedonthecurrentconditions?367

368

P:Basedoncost.I'd,ifthereweretwoalternativesanEcostoreandanon‐Ecostore,Ialways369

buytheEcostoreproductifthereisareasonablepriceparity.Ifthepriceishugelyoverthe370

top,I'llbuyanalternative.Butifyouknow,fromonetimetothenext,ifthecostisstillthe371

sameI'llalwaysbuytheEcostoreproduct.372

373

I:SowhatdoyoumakeoftheEcostorebrand,ingeneral?374

375

P:Makeofit,asinhowdoIfeelaboutit?376

377

I:Yup378

379

P:Well,Ireallylikeit.Ithinkthey'vegotacoollittlebrand.Ilikethepackaging,it'srealnice380

andplain.Andnotoverthetop.Ithinkthepackagingreflectsthebrandvaluesofbeing381

Appendices

201

environmentallyfriendlyandIthinkthename,ofthebrand,thebrandname,reflectsthat382

reallynicelyaswell.AndIhaveareallypositivefeelingtowardsthem.383

384

I:Soyoudobelieve,youfeelthattheirproductsarequite,doyoufeeltheirproductsare385

quitegreen.386

387

P:Ifeeltheyarerelativelygreen.Asalwayswiththesethings,unlessyouactuallygothrough388

everysingleproductandcheckyouknowchemicalbychemicalwhat'sinthem,youdon’t389

knowhowhundredpercentgreentheyare.ButIthinkfromtheclaimsmadeonthe390

packaging,itsprettyobviousthattheyarebetterthansomeofthesyntheticchemical‐based391

materials.Soyeah,I'mcertainlyalittlebitscepticalofhowgreenanyoftheseproductscan392

be.Rinseaid,forinstance,there'sso,therehastobesomethingintheretomakethestuff393

cleanandsparklyallthetime.ButIthinkit’s,Idefinitelyfeelit’sbetterthanthesynthetic394

alternatives.395

396

I:Yup.Soyousaidsomethingsonthepackagingmadeyouthinkitwasquitegood?397

398

P:Um,yes.Thefactthatitsaiditwasplant‐based.Definitelystuffthatcomesfromnatural,399

plantsandstuffis,hasatickinmybook,asyouknow,beingbetterenvironmentally.Skin400

friendlyandgardenfriendlyalsoaswellandthefactthatitsaysnonastychemicals,so…401

402

I:Soyoujustkindabelievewhattheyputonit,tosomedegree?403

404

P:Yes.Definitely.I'mnota,notachemist.SoifIturnaroundandlookatalltheingredients405

fromalotofthings,Idon’thavetimetodothat.AndIdon’thavetheknowledgetodothat406

andcomparethiswiththis,Ihavereasonabletrustinthe,IguessFairTradingAct,that407

peoplecan’tclaimtobesomethingthey’renot.Soyeah,soIcertainlythinktheircredentials408

arereasonable.409

410

I:Soum,haveyouevernoticedmuchofEcostore’sadvertisingor?411

412

P:No,can’tsayIhave.Imayhaveseenamagazineadonce,butIcan’treallyrememberit413

414

I:Soarethereanyproductcategoriesthatyoudobuychemicalproductsfor?415

416

Appendices

202

P:Obviously,Idon’tsolelybuyEcostorestuff,soyoumean,primarilyoralways?417

418

I:Justsometimes.SoifyouevermovedontosomethinglikeSunlight,orPersil?419

420

P:Certainly[for]washingpowder,yes.Iwouldoften,Iwouldoftenbuywashingpowderin421

bulk,soifI'mnotlookingtogointothesupermarketandpurchaseasmallbox,thenyesI422

willbuyabigchemicalalternativefromTheWarehouseorthehardware,andwhatyoubuy423

fiveortenkilogramsorsomethingtokeepthecostdown.424

425

I:Sothat'spurelytokeepthecostdown?426

427

P:Yup.428

429

I:Sodoyou…430

431

P:Again,iftheyhadEcostorewashingpowder,inbulk,andtherewasrelativepriceparity,432

I’ddefinitelybuythatinstead.Butitisamatterofcost.433

434

I:Haveyouevertakenalookattheirstore.Theydosellbulk.435

436

P:No,Ihaven't.Idon’tknowhowtofindtheirstore.437

438

I:It’sinFreeman'sBay439

440

P:Oh.Really?441

442

I:Ortheirwebsite?443

444

P:No,Ihaven'tlookedattheirwebsite,either.It'snotparticularlyobviousthattheyhavea445

physicalstoreorawebsite.446

447

I:Sowhatdoyoumakeofeco,environmental,orgreeningeneralinproducts?448

449

Appendices

203

P:Ithinkitisexcellentanditisatrendthatwillonlycontinueandgrow.Ipersonallywould450

muchprefertouseanecoproductthananon‐ecoproduct.Ifyoufactorintheavailability451

andnotcostingtoomuch.Ithinkit'sreallyanecessity.452

453

I:Doyouconsideryourselfquitegreen?454

455

P:Certainlyinsomeaspectsyes.ButIthinkinsomeaspectsIknowIshoulddobetterthanI456

do.457

458

I:Suchas?459

460

P:Suchasuseofmotorvehicle,youknowprettymuch461

462

I:Haveyoualwaysbeenquiteagreenpersonor?463

464

P:Yes,Ithinkithasalwaysbeenapartofmyfamily'svalues.Andalsomyschool’s[Steiner‐465

based]andpeers'valuesaswell.466

467

I:Yup,socouldyoujustdescribehowtheyinfluencedyouintermsofbeingagreenperson?468

Orhavinggreenvalues?469

470

P:Iguesspolitical,political,youknowwhichwayIpointIguess,forlackofbetterwords.471

Politicaldecisions,recycling,alwaysrecycle,alwayscompoststuffwhenavailable,tryand472

avoidusingplasticbags,whereverpossible.Tryandeatorganics,kindawhereverpossible473

andgrowyourownfoodwhenIcan.474

475

I:Sohowdoyoufeelwhenyou’redoingthesegreenthings?476

477

P:Umgood[laughs].Certainlyfeellikeitistherightthingtodo.Andapositivesteptowards478

kindaimprovingtheenvironmentalthings.Icertainlyunderstand,thatIprobablycoulddo479

more,andcouldbemoreproactive,butIthinkbyvirtueofdoingsomethingatall,isagood480

thing,everylittlebithelps.RecyclingforinstanceImakesureI,althoughsometimesyou481

wanttobelazy,youjustwannachuckyourtinofbakedbeanstininthebin.Imakesurethat482

Imaketheefforttowashitoutandputitintotherecycling.483

484

Appendices

204

I:Andthat'severytime?485

486

P:Yup487

488

I:Soyoudoputinquitealotofworkto…489

490

P:Yup,absolutely.Keepaneyeonrubbishoutputfromhome,soforinstanceIguessthe,we491

alwayshavemorerecyclingthanwedohaverubbishandIthinkthat'sapositivething.492

493

I:Yup,soyousaidyouitmadeyoufeelgood.Butlikegoodtowhom?Ifthat'snotatootricky494

question.495

496

P:Iguesspersonally,firstofall.Goodtoknowthatyou'redoingtherightthingfroma497

personalperspectivebutalsogoodtoknowthatI'mnot,againgoingbacktorecycling,498

becauseit'sagoodexample,goodtoknowthatI'mnotputtingplasticinalandfillthatwill499

beinthereforhundredsofyearsandwilldefinitelyimpactonsocietyfurtherdownthe500

track.501

502

I:Sointhefutureareyouplanningtobegreeneror?503

504

P:Ah,yesdefinitely.I'llusemoregreenproductsasfinancialabilityallowsmeto,when505

you’relookingatthecost,itdoesn’thavesomuchinfluenceonwhatyoupurchase.Ifideally506

Icouldeatorganic,affordtoeatallorganicfood,useonlygreencleaningproductsIwould507

dothat.508

509

I:Sodoyoufeelthatcostisoneoftheprimary,oroneofthemainconstraints?510

511

P:Costistheprimaryconstraint.Costandavailability.Ifitsavailablebutit’stooexpensive,I512

won’tbuyit.Ifit’snotavailable,Ican'tbuyit.Ifit’savailableandthepriceisreasonable,I'll513

alwaysbuyit.514

515

I:Solikewhatkindof,whereisitnotavailable,inyouropinion?516

517

P:Umnot,wellthere'snotproductsforeverycategoryofstuffthatyouneed.518

519

Appendices

205

I:Isthereaspecificcategoryyou'velookedat,thatyouwishhadanecoalternative?520

521

P:Notreally,Imeanthinkingaboutthingsmaybeovencleaner?Idon’tknowifthere'san522

Ecostoreovencleaner,Ihaven'teverseenit[laughs].YeahI’mtryingtothinkwhatelse,you523

usetocleanstuff,yeah,no,that'sprettymuchall.524

525

I:Um,soyoumentionedthatyoudon’tlikeimposingyourgreenvaluesonotherpeople,but526

isyourfamilyandfriendsallquitegreen?527

528

P:Relatively,yes.529

530

I:Andthat'sbasedonwhatyouseeortalkabout?531

532

P:Uh,whatIsee,myexperience,ofdealingwiththem,livingwiththem,stayingwiththem.533

534

I:Butyoupersonallynevertrytoinfluence,theirchoices?535

536

P:No.Theonlyinfluencewouldbeifwewerespecificallyshoppingtogetherandwewere537

lookingataspecificproductandIcouldsay,yes,I'vehadagoodexperiencewiththis,I538

knowitworks,Ireckonweshouldbuyit.Otherthanthat,no,Idon’tgooutandpromote,539

youguysshouldbuythatandit’sreallygood.Yeah,uhnope.540

Appendices

206

Interview: Sylvia 1

2

I:IfyoucouldjuststartbywalkingmethroughyourfirstexperiencewithanEcostore3

product?4

5

P:Ecostore.Oh,thatwouldhavebeenalongtimeago.Probablyfirstnoticedthestoredown6

inFreeman'sBay,whichlooksquiteexciting,doesn'tit?Soyougoalongandgointhereand7

havealook,soIcan’timaginehowlong,wheneveritprobablyfirstopen,itprobablywould8

havebeenyears.9

10

I:Sohowdidyounoticeit?11

12

P:Drivingpast.Andit’sanicelittlebuilding,itwasallnicelyrenovatedso13

14

I:Anddidyougointhestore?Atthattime?15

16

P:Yes.17

18

I:Soyourfirstexperiencewaswiththestore?19

20

P:Yes.Yes,definitely.21

22

I:So,whatdidyoumakeofthestorewhenyouwentinside?23

24

P:Ilikedit.Itsgotquiteanicefeeltoit,itfeelsveryecoIthink.Withnicewoodenshelves25

anditsfeelsveryearthy,butnotinadirtyway[laughs]26

27

I:Doyouthinksomepeoplecanthinkthatecoissometimesdirty?28

29

P:Yeah,Ithinkso.Peoplekindaalwaysassociatethatsortofthingwithsomekindof,you30

know,dodgybackyardstorewithyouknow.Itdoesn’t,itlooksprofessional.It'salways31

lookedprofessional.32

33

I:Sohowdoyoumakeofecoyourself?34

Appendices

207

35

P:HowdoImakeofit?36

37

I:Whatdoyoumakeofeco?Whatcomestomind?38

39

P:Eco?Um,natural,healthy,nottestedonanimals.Chemical‐free,goodfortheplanet.40

41

I:SodidyoubuyanythingwhenyoufirstwenttotheEcostore?42

43

P:Yes44

45

I:Doyourememberwhatitwas,perchance?46

47

P:Itwouldhavebeenspraycleaner,probably,that'swhatIwouldhavestartedwith,48

somethingsimpletoseeifitworks.Somethinguseful,somethingyoucanusealotaround49

thehouse.50

51

I:Andhowdidyoufeelaboutusingtheproduct?52

53

P:Yeah,itwasgood.54

55

I:Didyouuseitthesamewayyouwouldofwithanormalproduct?56

57

P:Yeah,yes,absolutely.58

59

I:Andareyoustillusingitnow?60

61

P:No,actuallyIdon'tusethespraycleaneranymore.Iuseadifferentbrandofecoproduct62

[laughs],notfromtheEcostore.Yeah.63

64

I:Sowhatwasthereasoningbehindthat?65

66

P:TheEcostoresprayandwipeisnotoneofthestrongestonesavailableonthemarket.So67

itdoesn’tgetthekitchensuperclean,it’snotthebestforfightingoilsandcleaningup.So,68

well,originallyitwasjustabouttheonlyproductyoucouldbuy,fromtheEcostore,butsince69

Appendices

208

thenalotofdifferentbrandshavecomealonglikeGreenworks,andBeautyEngineered,70

there'ssomanymoreinthemarketnowsoyousortahavethatoptiontotestoutother71

brandsthatareinthesamevein.72

73

I:Sohowwouldyoucomparethedifferentbrands?74

75

P:IreallylikeEcostore.CausetheyarealittleKiwicompany,andtheB_E_Eproductsare76

alsoreallygood.ButItendtogototheEcostoresoIcanbuylotsofdifferentthings.Whilst77

withB_E_Eproductsyou'rereallylimitedastheyareinsupermarketsandsupermarkets78

obviouslyhavenowhereneartherange79

80

I:DoyoualwaysbuyfromtheEcostoreofthesupermarket?81

82

P:Mostlyfromthesupermarket.83

84

I:Ohreally.Andthereasoningbehindthatis?85

86

P:[laughs]‘CauseIlikeshopping.Soyougetthewholeexperience,andyouseethings,87

you'renotgoingtogetthatmuchatthesupermarket.Youknow,sometimesatthe88

supermarketthey'vegottwoorthreeproductssoatEcostoreandyoucanseethenewitems89

andchopandchangeandtrysomethingnew.90

91

I:SohowoftenwouldyoubegoingtotheEcostore?92

93

P:[laughs]Probablywouldbeatleastonceamonth94

95

I:Ohokay.Sodoyoudojustoneshopor?96

97

P:Yes,yup.AndIgetmyrefills.98

99

I:Ohokay.Wouldyoumindjustwalkingmethroughatypicaltimewhenyougothe100

Ecostoreandwhatyoudo?101

102

Appendices

209

P:Oh,yeah.ItwouldusuallybeaSaturdayafternoon.AndIwouldtakemyrefillbottles,and103

goinandhavethemrefilled.Andwanderaroundthestoreandlookateverything,andlook104

forthenewproducts.105

106

I:Andwouldyoubuyanynewproducts?107

108

P:Yeah,definitely.109

110

I:Soyoumentionedthatyougetrefilled,whataretheproductsthatyougetrefilled?111

112

P:Laundryliquid,andthemulti‐purposecleaner.Andthefloorcleaner.113

114

I:I'mactuallyquitenewtotherefillingthing,howdoesitactuallywork?115

116

P:Oh,sowhenyoubuytheproduct,youcanjusttakethecontainerandthey'llfillitupfor117

you.They'vegotmassivebigtankstherefulloftheproductandthey'llfillitupforyou.It’sa118

littlebitcheaper.Butmorethanthat,itssavinghavingtoconstantlybuyplasticbottlesisn’t119

it?120

121

I:Sowhat'sthemainreasonthatyoulikerefillingit?122

123

P:Itwasabitcheaper[laughs],attheendoftheday.124

125

I:Sothebottlesthatyouactuallyusearelikethesesize[pointingto500mlbottle]?126

127

P:No,they’rebigger.Iusuallybuylitres.128

129

I:Sohowdoyoufindactuallyusingit,ifthebottlesthatbig?130

131

P:Itdoesn’tbotherme.Infact,inthehandwashIbuythemassiveone,itsfivelitresIthink.I132

gothroughsomuchsoaplikeyouwouldn’tbelieveit[laughs].133

134

I:Soathome,wheredoyouputthehandwash?135

136

Appendices

210

P:Irefillitintobottlesthatsitinthesink.Orintheshower.ButIkeepthetwenty‐litrething137

inthegarage.AndthenIgodownandrefillthem.138

139

I:Why’sitinthegarage?140

141

P:‘Causeit’senormous.It’snotveryattractive;it’snotdesignedtobeupforshow.Ithink142

it’sprobablyforcommercialuse.It’sreally,reallybig.SoI'mlike,hey,canyouhelpmeput143

thisintothecar?[laughs]144

145

I:Soitmustbequiteexpensive,tobuythatmuchatatime.146

147

P:Yeah,it’sheaps.It’sseventyoreightydollarsorsomething?148

149

I:Butyougothroughit150

151

P:Igothroughsomuch.IifIhadtheselittle500mlsIwouldhaveto,Iwouldbegoing152

throughtwoaweekitwouldbecrazy,so…153

154

I:Butthebottlesthatyoudoputinitin?Didyoubuythem?155

156

P:Yeah,youknow,they’rejustprettyonesfromLivingandGiving,orsomething.157

158

I:Sowhatwasthereasoningbehindputtinginintothesmallerbottles?159

160

P:‘CauseIcan'tusethebigone.It'sjustabigmassiverefill.Yeah,it’sabigdrum.Yeah,I161

would,youknowbecauseforbathroomsandsoforthyouwouldn’treallyhavethemout162

becauseit'splastickyandnotsopretty.163

164

I:SowhataresomeofthemainEcostoreproductsthatyouuse,orhaveusedinthepast?165

166

P:Thespraycleaner,thefloorcleaner,thehandsoap,thebodywash,laundryliquidandI167

diduselaundrypowderaswell,butImovedoffthatandIrecentlytriedthedishwasher168

tabletsandtheshampooandconditionerand[laughs]whatelse?I'vegotthemulti‐purpose169

cleaner,verygoodproduct.AndIthinkI'vehadglasscleaneraswell.170

171

Appendices

211

I:Sowhat’sthestorybehindwhyyouuseEcostoreproductsacrosssomanydifferent172

things?173

174

P:Oh,becauseIuseproductsthataren’ttestedonanimals.Andso,almosteverythinginthe175

supermarketisanimaltested.SoIhavetobuyeverythingfromaplacelikeEcostore.176

177

I:Sowhat'syourbeliefonanimaltesting,testingonanimals?178

179

P:Idon’tbelieveinit.Anti‐vivisection[laughs].SoIwouldn'tbuyanythingthatwastested180

onanimals.181

182

I:Andthatextendstoeverythinginyourlife?183

184

P:Yeah.everything.185

186

I:Sohowdidthatcomeabout?Haveyoualwaysbeenlikethator?187

188

P:Yeah,prettymuchso.189

190

I:So,youwerelikegrowingupinyourfamily.191

192

P:Uh,no.Myfamilywas,likecompleteopposites.Theywere,likemydadwouldhavebeen,193

useanimalsforwhateveryouwant[laughs]butno,IwaslikeaboutthirteenwhenIdecided194

tobecomeavegetarianandthenfromthereitjustprogressedandthenmovedintothose195

sortofareas.Sortofanaturalflowreally,onceyoumakethosechoicesinyourlifeyoucan196

endupgoingdowntheroad[laughs]youtryto,youknow,encouragefree‐rangeand197

organicandnottestedonanimals.198

199

I:SobeforeyouusedEcostore,whatwereyouusing?200

201

P:Iprobablywouldhaveusedsomethinglikefromthechemicalrange.202

203

I:Andhowdidyoufeelaboutthoseproducts?204

205

Appendices

212

P:Fine,butwhensomething,butwhensomethingthatcamealongandtookallthataway,in206

thebeginningtherewasn'tanEcostore.LikewhenIwasyounger,noonecared.Itis207

relativelynew,thewhole,thebeingeco.208

209

I:SowhenyoufirstwentintheEcostore,whenitwasrelativelynew,couldyouremember210

whatyoudidinthestore?211

212

P:Uh,no.Itwouldhavebeenalongtimeago.213

214

I:Solikeuh,checkingouttheproductsor?215

216

P:Yeah,wellit’sexciting‘causeitwouldhavebeen;it’sastorefullofexcitingthings.Likea217

gardensection,abeautysectionandthehouseholdcleaningsection.Itsortofcovers218

everything.Youcangointhereandbuyyourmakeup.It'sgreatthateverything'sthere.219

220

I:Sohowdidyouknowwhatitwasallabout?Wasthatthroughjustdrivingpastor?221

222

P:Ithinkwouldhavebeenquitewellpublicisedbackthen.Soyouknow,whenitwas223

originally,Ithinkmaybethecoupleusedtosellitfromhomeorsomething,ortheyusedto224

sellitsomeotherwaybeforetheEcostoreturnedupdownbyVictoriaParkmarkets.There225

wouldhavebeenpublicityaroundit,atthetime.226

227

I:SooftheEcostoreproductsthatyouhaveusedinthepast.Howmanyofthemdoyoustill228

usenow?229

230

P:Mostofthemapartfromthespraycleaner,thesprayandwipe.Iuseeverythingelseinthe231

houseisEcostore.232

233

I:Um,haveyoutriedanyotheronesor?234

235

P:Otherbrands?236

237

I:Otherecobrands,orchemicalbrands?238

239

Appendices

213

P:Yeahyup,wellI'vetriedtheotherecobrands,B_E_EandSimpleGreen.NotSimpleGreen,240

it’sthatonethatSynergy[SynergyBrandExperience,experientialmarketingcompany]241

werepromoting,somethinggreen.NotSimpleGreen.242

243

I:Greenworks?244

245

P:Yeah,itwasGreenworks.246

247

I:Sowhydidyoutrytotrythoseones?248

249

P:Justtoseeiftheywerebetter,mmm.250

251

I:Andwerethey?252

253

P:Yeah,thespraycleanerwasfromtheGreenworks.Unfortunately,sorryEcostore[laughs].254

Thespraycleanerwasreallygood,itwasjustlikeoneofthechemicalones,ofcoursethey're255

reallygood,they'vebeenbuiltinsomegreatscientificfactoryhaven’tthey?256

257

I:Sohaveyoutriedquitealotofalternatives,acrosstheEcostoreranges?Likethefloor258

cleaner,orthebodywashor?259

260

P:Yes.261

262

I:Butyouhaven’tfoundthosealternatives?263

264

P:No,stillgobacktoEcostore.Ecostoreisactuallyquitewellpricedaswell.265

266

I:Andyoualwaysbuyfromtheactualstore?267

268

P:Yup.IfIwasinthesupermarketandI'drunoutoflaundrydetergentImightbuyoneifit's269

anemergency,butgenerallyIamgoingtorefill.270

271

I:Sowerethereanyoccurrenceswhereyoujusthappenedtorunoutofaproduct?272

273

P:No,notreally.274

Appendices

214

275

I:Soyou’realwaysquitewellstockedup?276

277

P:Yeah.278

279

I:Soyoumentionedthatyougoonamonthlybasis?Andyoustockuponquiteafewthings?280

281

P:Yup.282

283

I:Sowhatarethekindathingsthatyoutypicallystockuponwhenyougothere?284

285

P:Thelaundryliquidandmulti‐purposecleaner.Theywouldbethetwomainproducts.286

Sometimessoap,ifIwanttobuyabarsoap.Just‘causeit'sniceforachangeinsteadof287

liquid.288

289

I:SohowdoyoufeelwhenyouusetheEcostoreproduct?Somaybewe'lljusttakethefloor290

cleaneroristhereanytimewhereyou'veusedchemicalproducts,ever?291

292

P:Likesprayandwipeorwhatever?293

294

I:Yeah.SohowwouldcomparetheEcostoreproductcomparedtothechemicalones?295

296

P:They'rejustasgood.Justasgood,yeah.297

298

I:Andisthatacrosseverythingor?299

300

P:Yeah.301

302

I:Soyoualwaysfeelthatitgetsthejobdone?303

304

P:Yeah,absolutely.305

306

I:Andyou'lldefinitelystickwithit?307

308

P:Yeah,definitely.309

Appendices

215

310

I:Cool.So,whathappenswhenyougobackhomefromtheEcostore?Justatypicaltime311

312

P:Well,Iputthestuffaway.313

314

I:Ohwellwasthereanyparticularplaceyouputthemaway.Youmentionedyouputthebig315

oneinthegarage316

317

P:Ohyeah,thegiantone.318

319

I:Isthereanythingelsethatisstoredinanunusualplace?320

321

P:No,they'rejustintherightcupboards,youknow.Ifit’sforthekitchenit’sinthekitchen322

cupboard.Bathroom,cleaningsuppliesgointothebathroomcupboard.Soeverythingisin323

itsrightroom.324

325

I:Soisthereanythingelse,whatdoyouputintothelittlebottles?326

327

P:Handsoap,andbodywash.328

329

I:Andanythingelseyoubuyinbulk?330

331

P:Nah,justrefill.332

333

I:Doyoufindthatyoukeepyourbottlesquitecleanthen?334

335

P:Yeah.336

337

I:‘Causeitmightgetalittledirtyoveruse.338

339

P:Whattheyquiteoftendoiswhenyoutakeitinforarefill,theyhavegotsomealready340

refilled,sotheytendto,theycantakeyours,andyoudon’tactuallygetyoursback.They’llgo341

backandwashitforthenextpersonsoit'skindalikegettingthegasbottleatthegasstation.342

Youdon’trefillyours;sometimesyougetafreshone.343

344

Appendices

216

I:Oh,doyougetadiscountwhenyoudothat?345

346

P:Yup.347

348

I:Oh,isitkindalikeacouple,orisitmuch[laughs]?349

350

P:Yeah,Ithinkitisliketenpercentorsomething.Butthenagainthey’vealsogottheloyalty351

card,whichisexciting.352

353

I:Andthatreallyappealstoyou?354

355

P:Yeah.Stamp,stamp,ooh,freecalicobag[laughs].356

357

I:Andyou'redefinitelyplanningtocontinueusetheEcostore?358

359

P:Yeah,definitely.360

361

I:SohowoftenwouldyouuseEcostoreproductsathome?362

363

P:Everyday.364

365

I:Solike,bodywashandshampoointhemorning?366

367

P:Yeahandhandwash.368

369

I:SowhatwereyourfirstexpectationswhenyouusedtheEcostoreproduct?370

371

P:WellIdidn’tthinkitwasgoingtobetoogreat.BecauseIthoughtitmightbehardwhen372

youtakeallthechemicalsout.Andyouhaven'tgotthefilthygreatColgatelaboratorytotest373

everythingin,thenmaybeitwouldn'tworkthatwell.Thatmaybe,itwouldn'tbeasgoodas374

chemical.Itschangedovertheyearsthough,liketheformulashavechangedandtheyquite375

oftensaynewandimprovedandtheyreallyare.They'reobviouslyinvestinginitstillasit376

goesalong.Itemsarenotthesameingredientsorthesameformulasastheyweretenyears377

ago.378

379

Appendices

217

I:Andhowdidyounoticethat?380

381

P:Quiteoftentheywouldhavechangedthepackagingandyouwouldhavenoticedthatthe382

packaginghadchanged.Anditwouldsaynewimprovedoritwouldhave,thelaundryliquid383

hasjustcomeoutanditgotlikeanewstickeronitthatsaystwentyeightwashesfromthis384

container,it’smoreconcentrated.Andyoureallynoticeit,likewhenIwenttouseitIputfar385

toomuchin,IputinanormalquantityanditwasbubbleseverywhereandIwaslike,uhno.386

387

I:Andthatwasthefirsttimeyouusedit? 388

389

P:Yeah,yeahthatwasthenewconcentratedoneandIwaslikeyeah,thatoneisdefinitely390

stronger.Soyeah,it’sgoodthatthey,youknowalothaschangedintheyearsso,it’sgood391

thattheydidn'tthinkthattheycouldjustmakewhattheydidtenyearsagoandkeep392

makingit.They'vegottokeepchangingtheformulaandkeepupwiththemarket,otherwise393

someoneelsewilljustcomein,won’tthey?394

395

I:Soyou’requitepositiveofthechangesthey'remaking?396

397

P:Yeah,definitely.398

399

I:Andyou'vetakennoteofthem?400

401

P:Mm,yeah.402

403

I:Doyoutakemuchnoticeofthepackaging,generally?404

405

P:Yup,it’spretty.It'salwaysgotnicepicturesonit.406

407

I:Sofornewproductsyoubuy,oreventheoldones,doyouevercheckthebackofthepack?408

409

P:Makesureit'sgotalittlerabbitontheback,um[laughs]?410

411

I:Doyou?412

413

Appendices

218

P:Probablynotsomuchthesedays.Ididnoticewiththeirlaundrydetergentbecauseyou414

know,it’squitenoticeable.ItsaidnewandimprovedsoI,Iwouldn'tordinarilylookatit,I415

wouldjustgooh,that'swhatIbuy.416

417

I:Isthatbecauseyouknowit’stheEcostore?418

419

P:Yeah,yup.420

421

I:Soyouquitetrustthemasabrand?422

423

P:Yes,definitely.424

425

I:Andthat'sbasedonyourperceptionsofthem?426

427

P:Yup.428

429

I:Asyoulookedfortherabbitandanythingelse?430

431

P:Everything.432

433

I:Likewhatotherthings?434

435

P:Likewhatotherthings.[Pause].IfIwenttoFarmerstobuybeautyproducts,ormakeup,436

oranythinglikethat,yeah.437

438

I:Wouldthatbeadealbreakerifitdidn’thaveit?439

440

P:Yeah,absolutely.Ifithadn'tgotit,I'dgoandresearchitbeforeIboughtit.441

442

I:HaveyoueverdonemuchresearchonEcostore?443

444

P:Notreally.IwentontheirwebsiteonceandIthoughtmaybeIshouldorderonline,but445

thenagainI'mnotmuchofanonlineordererasIquiteliketheshoppingexperience.446

447

I:Sowhatdoyoufeeltheshoppingexperiencegivesyou?448

Appendices

219

449

P:YeahIjustlikeshopping.Ilikebeing,goingsomewhereandtalkingtosomeone.450

451

I:DoyouoftentalkaboutbeinggreenorsustainableattheEcostore?Justseemslikea452

naturalthingtodo.453

454

P:No,Idon’tactually.Yeah,normallyIwouldaskabouttheproductsor,butno,Idon’ttalk455

aboutthegreen.Thegreeneryofit[laughs].456

457

I:Idon'tknowwhatthestafftherearelike.458

459

P:Yeah,they'rereallynice.460

461

I:Aretheyquitegreen?462

463

P:Yeah,yeah.464

465

I:Butthey'renotpushyingreenvalues?466

467

P:No,notatall.Notatall.Buttheylookit.Theydon’tlookliketheywouldworkatSmith468

andCaugheys[laughs].Theylooklikeearthypeople.469

470

I:Sooftheproductsyoucan’trefill,whathappenswiththepackagingwhenyoufinishit?471

472

P:Oh,Irecycleit;Iputitintotherecyclebin.473

474

I:Always?475

476

P:Yeah.477

478

I:Doyoueverhaveanyotherusesforthepackaging?479

480

P:Uh,no.Inthebin[laughs]butthenagain,itjustgoestolandfill,doesn'tit?[laughs]481

482

I:Sohaveyoueverputitinthebin,oryoujustrecycle?483

Appendices

220

484

P:Ialwaysrecycle,mybinsalwaysfullwitheverythingelse.So,Ihavetousetherightbin.485

486

I:Yourrubbishbin?487

488

P:Yeah[laughs].489

490

I:Sodoyoubuythesetobesustainableortobeeco?491

492

P:No,yeahnot,Idon’tthinktobesustainabletobehonest,Idon'tthinkI'mdoingitbecause493

I'mworriedaboutlandfill,I'mnotworriedaboutsavingtheplanetsomuchasIamabout494

notusingchemicalsmyself,soIguessataselfishleveltotryandprotectmyselffromwhat495

potentiallycouldbedangerousIsuppose,andmoretoprotectmyselfreally,andthe496

animals.497

498

I:Soifyoufeelthatyou’reusingchemicalproducts,howdoesthatmakeyoufeel?499

500

P:I'mjustabitworriedabout,youhearallthebadpressaboutitandyougo,maybetheydo501

causecancer,maybeitiswhatwe'vedonewrongthatwe've,whoops,sosicklynowthere'sa502

race,somaybethatwhatwe'vedonetoourselveslivingwiththechemicalswebathe503

ourselvesonadailybasis.Soyougo,wellifit’ssomethingyoucantakeoutofyoulife,then504

whynot?505

506

I:Asacommitment,didyoumakethatcommitmentlikequiteawhileago?507

508

P:Yupalongtimeago.509

510

I:Andwastherekindofatippingpointwhenyoudid?511

512

P:Yeah,Ithinkso,Ithinkyoujustreadjustalotinthemagazinesandyousortastudyitand513

thenpeoplearoundyougetsickandyoutendtoresearchdon’tyouandyoutrytoworkout,514

what'shappeningonaglobalscaleandthenyousortagoalotoftheevidenceshows515

chemicalsarereallybadforus.Soyeahyougothat'sit,nomorechemicals.516

517

I:Yup.sothat'sacommitmentyou'vemadetoeveryaspectofyourlife?518

Appendices

221

519

P:Yeah.520

521

I:Hasitbeenquitehard?522

523

P:Um,nonotreally.524

525

I:‘Causethere'salwaysbeenoptionsavailable?526

527

P:Yeah,we'reprettyluckyinNewZealand,aren’twe?Lotsof,there'slotsofthingstobuy,528

thataren’tchemically,yup.529

530

I:Haveyoueverbeenoverseasforabit?531

532

P:Mm‐hmm533

534

I:Andyouhavehadtouseotherchemicalproducts?535

536

P:Yeahyouknow.Uh,actuallyno.WhenIgoonholiday,Itakemystuffwithme[laughs].So,537

I'llbefine.Idon’tevenusetheshowerand,thesoapfromthehotel.I’lljusttakemyown538

stuff;I'lljusttakeitfrommyrefillbottles.Lifestaysthesameforme.539

540

I:Sowhat'sthereasoningbehindusingyourownproducts?541

542

P:Ijustdon’t,Idon’tknowwhattheyaresupplyingyouwithandit’sboundtobechemically543

inhotels,they'reaboutwhatever'scheapest.544

545

I:Soyoujustleaveitthere?546

547

P:Yeah,Idon’ttouchit.Idon’tstealit[laughs].Youknow,thosepeoplewhofilluptheir548

suitcases.WhatamIgoingtodowithit,itslikenah,itsjustgotta,Ialwaystakeeverything549

withme.550

551

I:Cool.Sohaveyoueverdoneanyresearch?Youmentionedthatatthattimeyouhadalook552

around.553

Appendices

222

554

P:Yup.555

556

I:SowasthatontheInternet?557

558

P:Yeah,andmagazines,youjustreadarticles.559

560

I:‘Causeyouwereworriedaboutthewholechemicalsthing?561

562

P:Mm,yup.563

564

I:SohowdoyouseeEcostoreasdifferenttootherecobrands?565

566

P:Umm567

568

I:SoyoumentionedthatyouusetheGreenworksbrand?569

570

P:Yeah,butIdon’tthinkGreenworksareaNewZealand[company].571

572

I:No,Ithinkit'sownedbyClorox.573

574

P:Yeah.Thoughit’snotas,IkindofthinkofitthisasbeingquiteKiwi.575

576

I:Andyou’requitekeentosupportlocalstuff?577

578

P:Yeah,definitely.579

580

I:Isthereanyparticularreasonwhy?581

582

P:ForNewZealand?IsupporteverythingNewZealand.It'sveryimportant,itmakes583

everythingbetter.Itmakesitbetterifit'smadehere,itgivespeoplejobs.584

585

I:Soyoufinditnottoopricey?586

587

P:Uh,no,nottoobad.588

Appendices

223

589

I:Comparedto?It’sobviouslyabitmoreexpensivecomparedtothechemicalones.590

591

P:Yeahdefinitely.Thechemicalstuffisreallyreasonable.Youseeitatthesupermarketand592

yougogod,that'salotcheaper.Thepricedoesn'tevencomeintoit,Iwouldn’teven,it593

wouldn’tstopmebuyingit.Ithinkitprobablyisabitmoreexpensive.That'swhatKelly594

[colleague]saidwhenImentionedittoher.Shegoesyouknow,that'sreallyexpensiveandI595

was,likereally?596

597

I:Butyou’rehappytopaythatamount?598

599

P:Yeahdefinitely.600

601

I:Soevenifitwaslike,hypothetically,likethreetimestheprice,you'rehappytopaythe602

pricebecause?603

604

P:It’swell,becauseit’sasmallmarketandit’sapremiumproductandyou’repaying605

becauseitisonsuchasmallerscalethentheotherbrandsandanythingyou’rebuyinginthe606

supermarketisbeingmadeinthezillions,isn'tit?Youhavetopaypremiumforallthat.So607

it'sfine.608

609

I:Andyou’rehappytodoso?610

611

P:Yeah,absolutely.612

613

I:Oh,whenyoudogodowntotheEcostore,doyoubringyourownbagsor?614

615

P:No,Iquiteliketheirs,‘causetheygiveyoutheirnicebrownpaperbagsandIreallylike616

them,it'slikeAmerica.617

618

I:Oh,whatdoyoudowiththem,onceyou'veusedthemtotakestuffhome?619

620

P:Oh,Iuseitforarubbishbinandthenchuckitout.621

622

I:Soyoujustfindthatithasothervaluesand…623

Appendices

224

624

P:Yeah.625

626

I:Oh,whydoyoulikeusingbrownpaperbags?627

628

P:Ijustlikeit.It'sreally,youknowit'svery,itsquiteunusual,isn’tit.Youknow,yougothe629

supermarketandthey'reallstupidplasticbags.ButIjustlikethebrownpaperbag,itfeels630

likeyouknow,it’sanicelittle,itslikeagift,gettingawrappedpaperbag,itslikeapresent.631

632

I:IsitquiteplainordoesithaveEcostoreonit?633

634

P:No,it'sgotnothingonit.It’sjustplain.635

636

I:Ohreally?637

638

P:Mmm.Justabsolutelyplain.639

640

I:Sodoyouevertakemuchnoticeoftheiradvertising?641

642

P:Yes.Idon’tthinktheyareonTVatall.643

644

I:No,Idon’tthinkanythinglately.645

646

P:No,haven’tseenthemforages.Seetheminthemagazinesandthat’sprobablyaboutall,647

that'swhereI'veseenthemmostly.648

649

I:Doyourecallanyoftheads?650

651

P:Nah,I'veseenthemmostlyinthemagazineswheretheyputtheminlikegiveaways.And652

thecompetitionsandthesendinonthebackofanenvelopeandyoucangetthreeEcostore653

products.I'veseenalotofthatlately.654

655

I:Doesitevermakeyoudoanything?656

657

P:No,Idon’twanttodothat[laughs].658

Appendices

225

659

I:Soyou’rejusthappygoingthere,soyou'vegonethereeverymonth?660

661

P:Yup.662

663

I:Sohowlonghasthatbeengoingonfor?664

665

P:Forever,aslongasthey'vebeenthere.666

667

I:Wellthat'squiteacommitment.668

669

P:Ilikeit.Ilikeitinthere.670

671

I:Soyoumustbeoneoftheirregulars?672

673

P:Yeah.674

675

I:Dotheyrecogniseyou?676

677

P:Yeahsometimestheydo.Sometimestheygivemediscount[laughs].678

679

I:Ohreally?680

681

P:Yeah.Theygoohhi,it’syou.Uh,ohhavetenpercent.682

683

I:Ohreally?684

685

P:ButthenIdon’tgetmycardstamped.I'lltakethetenpercentinstead.686

687

I:Sowhathappenswhenyougetthecardstamped?Isitlikeacoffeecard?688

689

P:Hmm.Yeah,yougetuptoyourthirdpurchaseandyougetafreebag.Yougetuptoyour690

sixpurchaseandyougetabarofsoap.AndIthinkwhenyougetuptoyourtenth,oreighth691

purchaseyouget20%offyourwholenextbuy.Whichishugediscount.692

693

Appendices

226

I:Sohaveyougonethroughafewofthosecards?694

695

P:Yup.696

697

I:Andtheirloyaltyprogrammesbeenonforawhile?698

699

P:Yeah,it’sagoodidea.Peopleliketheloyaltycards.Well,iftheygointostores.Idon’t700

knowiftheydoitonline.701

702

I:Um,I'mnotsure.HaveyouevershowntheEcostoreproducttoanyoneelse?Isitinyour703

homeor?704

705

P:Yup,Ishowedittomymum,andsheusesallEcostoreproductsnowtoo.706

707

I:Ohokay,soshewasinfluencedbyyou?708

709

P:Yup.710

711

I:Howdidyoudothat?712

713

P:Ijusttoldher,Isaidyoushouldstartusingthisandstopusingthechemicals.714

715

I:Becauseyousaidtheyweren'tverygreengrowingup?716

717

P:Yeah.Notverygreenatall.Butmumisnow,mumisveryaware,she'sreallycarefultotry718

andbehealthy.719

720

I:Andthatwasallbecauseofyourinfluence?721

722

P:Yeah,I'dsayso.Yeah,yeah.723

724

I:Sowhatwasthethingthatyousaidthat[cut‐off]725

726

Appendices

227

P:Ijusttoldherthatyou'vegottotryandavoidchemicalsinyourlifeandyou'vegottotry,727

butsheknowsthatItellheroffallthetime,don’tbuyanythingthat'stestedonanimalsand728

so,she'sreallyawarenow.729

730

I:Sowhenyougotoherhomedoyoupointthingsoutand…731

732

P:No,it’sallsortednow.BecauseIgoshoppingwithherso…733

734

I:Sohowdidshegoabutmakingthechange?Wasitgradualor735

736

P:No,itwasinstant.Shejustchuckedeverythingout.737

738

I:Really?739

740

P:Yeah.ShejustwentIdon’tknow,Idon’twantthisinmyhouseanymoreit'sallpoisoned.741

742

I:That’squiteagoodpoint.743

744

P:Yeah,yeahshewasjustlikenuh,IbelieveyouandItrustyou,andIwaslikegood.745

746

I:Sosheactuallychuckedouttheproductorfinishitfirst?747

748

P:No,shefullychuckedeverythingout,shewentright,Iwanteverythingnew.749

750

I:Andthenshewentoutthereandbuyitall?751

752

P:Yeah.753

754

I:YouwenttotheEcostore?755

756

P:Yeah757

758

I:Andboughteverything?759

760

Appendices

228

P:Yeah.Shewasamaniacinthere.Sheloveditinthere,soitwaslikeyeah,youjustmake761

thatimmediatechangeIguess,forsomepeople.762

763

I:Itwasquitedramatic.Butshe’squitehappybeing;shehasn'tnoticedanydifferencesat764

all?765

766

P:Nahno,shejustfeelsgreat.767

768

I:Isitsomethingthatevercomesupwhenyoutalktoher?769

770

P:Nopenotanymore.Justlife,it’sourlivesnow;wedon’tthinkanythingofit.771

772

I:Butatthattime,youwerelikeonhercasebecauseshewasusingchemicals?773

774

P:Yeah,Yeah,yeah.I'llstillbecareful,likeifshewasgoingtobuymakeupIsay,yoube775

carefulwhatbrandyoubuy.776

777

I:Eventhoughshe'smadethechange?778

779

P:Yup.Wellsometimessheforgetsyouknow.She'llbelike,uhL'Oreal'sokayisn’tit?No!780

[laughs]781

782

I:HaveyouevergiftedanEcostoreproducttosomeoneelse?783

784

P:No,no.785

786

I:Butyouhaverecommendedit,toyourmotheratleast.787

788

R;Yup.789

790

I:Anyoneelse?791

792

P:No,notreally.Idon’tknowmanygreenpeopletobehonest.793

794

I:Soyou’donlyrecommendittoagreenperson?795

Appendices

229

796

P:SomeonewhoIthoughtwouldbealongthoselines.I’dhavetohavesomeinklingthat797

theywerevaguelyinterestedinit.798

799

I:SoIguessyouweren’treallyfortheenvironmentalangleyourself,itwasaboutthe800

chemicals?801

802

P:Mmmm.803

804

I:Sowerethereotherpeoplekindalikethat,inyourlife?805

806

P:Nah,notreally,no.807

808

I:Butyouwouldn’tjustrecommendittooneofyourfriends?Whoarejustabitmore809

typical.810

811

P:No,itjustprobablywouldnevercomeupinaconversation.812

813

I:Sowhenyougootherpeople'shomes,doyoueverusetheirhandwashes?814

815

P:Idon’treallygo,ifIwenttosomeoneelse'shome,Idon’tgootherpeople'shomesvery816

often.AndIdon’thavepeoplearoundtomyhouseveryoften.AndIwouldn'tprobablygoto817

someoneelse'shousewhereIneededtowashmyhands[laughs].818

819

I:Whataboutyourplaceofemployment?DotheysupplyEcostorehandwash?820

821

P:No,regrettably,theydonot.It'sverydisappointing.822

823

I:Sodoyouwashyourhandswhile…824

825

P:Yup.Withthebadstuffinthetoilet.826

827

I:Oh,andhowdoesthatmakeyoufeel?828

829

P:It'syuck,isn'tit?Itmakesyourskinfeeldryandhorribleaswell,yeah.830

Appendices

230

831

I:Butyouwouldn't,you’rehappytoputupwithit?832

833

P:Well,wedon’tactuallypayforit;thelandlorddoes,sowedon’tactuallyhaveanychoice.834

ButwhenIwasinchargeoftheorderingofthecompany,IdidbuytheEcostore835

dishwashingpowderandthesprayandwipestuffbutIdon’tdothatanymore.836

837

I:Ohreally?Sowhatwasbehindyourdecisiontochoosethoseproducts?838

839

P:BecauseIwantedtobuyecostuff.BecauseIwantedtobuynaturalproductstotryand840

helpmyworkfriends.841

842

I:Doyouknowifyourworkfriendstookmuchnoticeofit?843

844

P:No,don’tthinkso.845

846

I:Ohokay.Isitabitweirdusingchemicalproductshereandthengoinghomeandonly847

usingeco?848

849

P:Umyeah.I'mnotreallyhappyaboutitbutthenagainIcan'tbringinmyowncontainerof850

handwash.It’skindalikeifyou'rearoundintheweekendandyouhavetogotoapublic851

toiletwhatcanyoudo,youcan’t,itsnottransportableso852

853

I:Soyoufeltthatthechemicalone,physicallymadeyourhandsalittledrier?854

855

P:Yeah,nasty.856

857

I:Yeah,andintermsofhowyoufeelaboutusingthechemicalones,itdoesn't,doyoufeel858

thatit’snotasgood?859

860

P:No,Idon’tthinkit'snotasgood,it'sprobablyfine.It'sjust;it'snotnaturalisit.Idon’t861

thinkaboutitanymorefortoolong,andyou'vegotenoughworriesinyourlife.862

863

I:Arethereanyothersituationswhereyou’reforcedtousesomethingwithchemicalsinit?864

865

Appendices

231

P:Wellprobablyonlyifyou'reoutandabout.866

867

I:Butyouwouldn’tavoidnotbeingoutandaboutjustsoyoucould…868

869

P:No,no.870

871

I:Sojustthinking,likerestaurants,cafes…872

873

P:Yeah,soifI'matarestaurantorcaféIjustusewhatever'sthere.There'snotmuchyoucan874

reallydoaboutit.It'sonlyoccasional.875

876

I:Um,soofthelistoftheEcostoreproductsyoutoldmeyouwereusing,youusesomeof877

themregularlyandsomeofthemnot?878

879

P:AllregularlyI'dsay.880

881

I:Butyou'vesometimesswitchedoffit?882

883

P:Yup.884

885

I:Butyou'vealwaysgonebacktosomeofthem?886

887

P:I'lltrysomeotherbrands,andifthey'rebetter,I’llswap.Sosayforexample,spray888

cleaner,Idon’tusetheEcostoreoneanymorebecausetheotheronewasreallygoodso,you889

stillhavetousewhat'sbestforthejob.890

891

I:Soyourthinkingbehindtryingitoutfirstwastoseeifitwasbetter?892

893

P:Uhno,Ionlytrieditoutbecause,theGreenworksone,becauseitwasafreesample.894

895

I:Soyouwouldn'thavetrieditotherwise?896

897

P:No,don’tthinkso.No,thenItriedit,itwasreallygood.898

899

I:Andyoualsofeltthatbecauseitwaseco,itstillhadthenochemicalsthing?900

Appendices

232

901

P:Yeahyup.902

903

I:Butyouwouldn’tnormallygooutofyourwaytotryanotherproduct?904

905

P:No.906

907

I:Becauseyou’rehappywiththewayallyourEcostoreonesareworking?908

909

P:Yeah,yup.Iwouldn’tbothershoppingaround.910

911

I:Sowhatdoyoumakeof,ingeneral,oftheecoorgreeninproductsthesedays?912

913

P:WhatdoImakeofthem.They,Idon’tknow,thinkalotofpeoplehavegotonthe914

bandwagonofitforsure,alotofpeopleareyouknow,throwaroundthewordecoaround915

willynilly,andyoucanactuallyseethingsthatsortaclaimtobeeco,youknowjustlikehow916

theythroworganicaround,lotsofproductsyouseethesedayssaythey’reorganicand917

naturalandthey’rehealthyandthenyouactuallyreadtheingredientsandthey'renotatall.918

Whichisreallydisappointingthatit'sbeenabletobeusedsofreely,soIguessthat’sanother919

reasonnottoshoparoundbecause,inEcostorewetrust[laughs].920

921

I:Sohaveyouevercheckedtheingredientsor922

923

P:Mmm.Yup924

925

I:Allthetime,or?926

927

P:OnEcostore?928

929

I:Yeah.930

931

P:ProbablynotsomuchonEcostorebecauseIthinkthey'reatthatpointwherethey'renot932

goingtoslipsomechemicalsintherebecauseitwouldbesodetrimentalforthebusinessit933

wouldn’tbeworthit.ButforanyotherproductIbuy,Ireadeverything,Ireadallthe934

Appendices

233

ingredients.It'swhenyourealisethatsomethingthatsaysorganicdoesn'tmeananything935

[laughs].936

937

I:Sowhenyoureadtheingredients,thesethingscanbequitescientific,aretherethingsthat938

are,notlookingfor?939

940

P:Yeah,I'mlookingmorefortheparabensandthesodiumlaurethsulphates.Andso,I'm941

lookingforcertainchemicalsthatshouldn’tbeinthere,ratherthanwhat'sinthere,whatI942

don’twanttobeinthere.943

944

I:Sohowdoyouknowaboutparabensandsodiumlaurethsulphates?945

946

P:UhIdon’tknow,fromjustprobablyresearch[laughs]yeah,so.947

948

I:Soifithadjustlikeoneofthose,absolutelynodeal?949

950

P:Yup.Absolutely.Buttheywouldn’tputthoseinEcostorewouldthey?Theyshouldknow951

better.952

953

I:Soasabrandyouquitetrust,isthereanyotherecobrandsthatyoufeelthatway?954

955

P:Uminthecleaningproductssortavein?956

957

I:Umm,inthecleaningproducts,likeisthatthesamewithGreenworks?958

959

P:YupGreenworksthey’vegotareallysmallrange.Soandthat'syeahwith,they’reowned960

byasupermarketsothere'sprobablythreeproductsIthink.961

962

I:‘CauselikeCloroxownsGreenworks.963

964

P:Yeah.965

966

I:Whichisthesamecompany,whichmakessomeoftheotherones.967

968

Appendices

234

P:Um,butCloroxarenoanimaltesting.Yeah,theydomakechemicalproducts,yeah.Ithink969

theymakeSunlightsoapandallthosethings,don’tthey?Soyeah,soyup.970

971

I:SobutyoustilltrustGreenworksasmuchasyoudoEcostore?972

973

P:Well,yeah,theystill,wellprobablynotasmuchasEcostorebecauseoftheholding974

company,butitstill,Iguessit’sgoodthattheyaretryingtodiptheirtoesinthewatertosee975

ifthemarket'sthere,it’snevergoingtobeahugemarket,notinmylifetimeso…976

977

I:Soareyouquiteonthegreenbandwagon?Yousaidsomepeopleare,areyouoneofthem?978

979

P:No,Idon’tthinkso.No.980

981

I:Andwhy'sthat?982

983

P:Ijustdon’thavetimeforthat.984

985

I:Doyoufeelthatsomeofthegreenoptionsthesedaysaretootimeconsuming?986

987

P:Umno,it’sprobablyjustnotreallymyscene.It’sprobablynotreallymywholebag,that988

scene,probablyforpeoplewhohavegotdifferentfutureplans,I'dsay.989

990

I:Whatkindoffutureplanswereyoumeaning?991

992

P:WellIguesspeople,whohavegotbigfamilies,andthey’vegotkidsandthey'retryingto993

savetheplanetforfuturegenerationsandsoforth,andIdon’thavetimeforthat.994

995

I:Soyou'renottryingtosaveitforanyone?996

997

P:Uhno,whowouldIbesavingitfor?[laughs]998

999

I:Sodoyoufeelabitselfishintryingtosaveitforyourselfor?1000

1001

P:Yeah,wellprobablythewholepurposeofusingitisalittleselfish.Yeah,isn'titreally?Itis1002

totrytohopefully,Iwon'tbeexposedtochemicalssoIdon’tgetsomehideouscancerand1003

Appendices

235

die.Soit'sprobablytotallyselfishasopposedtopeoplewhoaredoing,youknow,tryingto1004

dumplessplastic,havelesslandfill,lesspollution.1005

1006

I:ButIguessyoudorecycle,butnotsomeoftheotherthings?1007

1008

P:Nah.Butit'sgoodthatthey'renotputtingalltheirchemicalsintothesea.Butontheother1009

handyouknowwhatpercentageofthepopulationyouareandyouknowyou'renotever1010

goingtomakeadifference,that'stheotherthingisn'tit?1011

1012

I:Soathome,youlivewithyourpartner?1013

1014

P:Mmm‐hmm.1015

1016

I:Sohe'squitesimilar,ishequiteonthesameviewsasEcostore?1017

1018

P:Yeahexactly.Thesame,yup.1019

1020

I:Ohthat'sgreat.Soisthatsomethingyouinfluencedhimonor?1021

1022

P:Noweprobablyhadthesameidealsfromthebeginning.1023

1024

I:Ohokay,[I’m]notsure,whichcamefirst,Ecostoreoryourpartner?1025

1026

P:Thepartner.Thepartner,butIguesswejustdevelopedalongtheway,andyouknow,1027

some,orsomethingwhenyou’rewithapersonyouhavetohavethosesimilarvaluesorit1028

probablywon’twork[laughs]soitkindofjust,isjustbecamethesamevalues,sameideals1029

1030

I:Sohejustabsolutelyfollowedyourleadandagreedtoeverything?1031

1032

P:Yup.1033

1034

I:Doesheevergowithyoutothestore?1035

1036

P:Yeah,hegoesthereallthetime.1037

1038

Appendices

236

I:Andhe'squiteinterestedintheproductstoo?1039

1040

P:Yeah,helikesit.1041

1042

I:Ishequitegreenorecoinotheraspectsofhislife?1043

1044

P:Yeah,definitely.1045

1046

I:Evencomparedtoyou?1047

1048

P:Yeah,he'spretty,he'sreallygood.Hewasguttedtheotherdaywhenheboughtsome1049

DovedeodorantandthenfoundoutitwasanimaltestingandDoveandhewaslike"I'm1050

sorry",hewassoupsetaboutit.1051

1052

I:Didheuseit?1053

1054

P:No,hewon’tuseit.I'mlikewell;you’veboughtitnowsoyoumightaswelluseitup.It's1055

difficult,youdon’trealisehowbadeverythingis,butdeodorantsareabigpileofchemicals1056

anyway.NotEcostore.1057

1058

I:Sojusthadaslipupatthesupermarket?1059

1060

P:Didn’trealise.Dove,itsoundsveryreminiscent.1061

1062

I:Ohbutifitwasyou,youwouldcheckallthepackaging?1063

1064

P:Uh,no,butIknowallthebrands.1065

1066

I:Howdoyouwhichbrandsaregood?1067

1068

P:Well,therearenotmanythataregood.Soyourlistofsafeoneswouldbereallyminimal.1069

1070

I:Solikewhatotherbrandsaregoodjustforourownknowledge?1071

1072

Appendices

237

P:Wellatthesupermarket,atthesupermarketalmostnothingwouldbe.Iwouldn’tbuy1073

JohnsonandJohnson,anythingmadebyUnilever,allofthoseones,sotherewouldn’tbe1074

muchthatIwouldbuyatthesupermarket.Iguess,Ium,what’sleft.I’mthinkingallthe1075

ColgatePalmolive,they'reallbad.TheonlygoodonesareBeiersdorf,whomakeNivea.1076

1077

I:Ohyeah?1078

1079

P:Yeah,they’regood.They'reamassiveone.1080

1081

I:Ithoughttheywereprettybig.1082

1083

P:Yeah,Europeancompany.1084

1085

I:Sotheywayyoushopatsupermarkets,haveyoueverbroughtEcostoreproductsthere?1086

1087

P:Yeah,IthinkIboughtthelaundryliquid,whenIranoutonce.1088

1089

I:Isit,likeifyou’rebuyingthesmallproducts,isitcheapertobuyatthesupermarket?1090

1091

P:No,it'saboutthesame.1092

1093

I:Oh,okay.Butwhenyougotothesupermarket,youdon’tbuyyourdishwashingor1094

toiletriesorhouseholdcleanersthere?1095

1096

P:Nah.1097

1098

I:SoIguessyourshoppingatthesupermarketisquitedifferenttotheshoppingatthe1099

Ecostore?1100

1101

P:Yeah,‘causeIgotheEcostore,it’sspecificallytobuyprobablycleaningproducts.1102

1103

I:That'sprettyinterestingthatyougoonamonthlybasistoo.1104

1105

P:Yeah.1106

1107

Appendices

238

I:Hasthereeverbeenachancetimewhenyou'vemissedoneout?1108

1109

P:Nope,don’tthinkI'veeverrunout.1110

1111

I:Idunno,maybelikeinaDecember?1112

1113

P:Nope,nope.Gotherealot.They’vealwaysgotlotsofnewproducts,soit'sgoodtocallin1114

thereaswell.1115

1116

I:Doyoutrytheirnewproducts?1117

1118

P:Mmm‐hhmm1119

1120

I:So,what'slikeanewonetheyhave?1121

1122

P:Theyhavedishwashingtabletsthatarenew.1123

1124

I:Areyoustillusingthose?1125

1126

P:Yeah,they’refine,yup.1127

1128

I:Sowhatwereyouusingbeforethat?1129

1130

P:Oh,Finishorsomething.BecauseIdon’tthinkEcostore,theydidn’thavedishwashing1131

tabletsuntilrecently,theyhadthepowder,whichwaskindamessy,andtheneveryonesorta1132

movedintotablets,‘causeyouknow,itsniceandneatandtidytouseinadishwasher.So1133

theyonlyjusthavestartedthedishwashertablets.1134

1135

I:Ohokay,sowhenyousawthattheyhadit,didyouthrowtheFinishout?1136

1137

P:No,IfinishedtheFinish.1138

1139

I:FinishtheFinish?1140

1141

Appendices

239

P:IfinishedtheFinish[laughs]andIthenboughttheEcostoretablets,whicharemade1142

somewhereexciting.They'renotmadehere.They’remadesomewherestrange.InSweden1143

orsomething,kindaweird.1144

1145

I:SohowdidyoufeelusingtheFinishone?Didyouhaveanyapprehensionaboutthat?1146

1147

P:No.1148

1149

I:Becauseisn’tthatquitechemically?1150

1151

P:Ohyeah,butthentherewasnooptionfordishwashing,dishwashermachines.Nooneelse1152

makesanything.ThereisnoGreenworksorB_E_Eoranyofthosemakeanydishwasher1153

tabletsso…1154

1155

I:Butyoudidn'tfeelbadforusingthedishwashertabletsor?1156

1157

P:Uh,no.1158

1159

I:Uh,butaftertheEcostoreone,youwerelike;IhavetousetheEcostoreonenow?1160

1161

P:Well,yeah,no,Itestedit.Youknowtoseeifitworked,putitin,yup,it’sallgood,it’s1162

insidewellthereyougo,there'saneasychange.1163

1164

I:andyoufindthatyouuseitthesame,astheFinish?1165

1166

P:Yeah.1167

1168

I:Andgivesthesameresults?1169

1170

P:Yeah,good.1171

1172

I:Sojustlastly,soyoudon'tconsideryourselfaverygreenperson,youaremoreoftheless1173

chemicalsandnoanimaltesting?1174

1175

P:Yeah,yeahIsuppose.What'sagreenperson,isthatapersonwhodoestreeplantingor?1176

Appendices

240

1177

I:Well,that’squiteacloudyquestion.1178

1179

P:Yeah,Iknow,‘causethat'swhyI'mgoingIdon’tknowifI'mgreenornot.Howgreenare1180

green?I'mmoregreenthanalotofpeopleatwork[laughs],butIguesstherearedifferent1181

levelsofgreen.1182

1183

I:Yeah,andbylevelyoumean?1184

1185

P:Justinthemiddlelevel,yeah.1186

Appendices

241

Interview: Tanya 1

2

I:Soifyou’djustliketostartbywalkingmethroughatypicaltimewhenyoubuyan3

Ecostoreproduct?4

5

P:Okay,generallyitmostlyappearsinmyhousebecauseIliveinasharedflatsituationand6

weareveryfocusedonbuyingproducts,whicharegoodfortheenvironment.Icantalk7

aboutthelasttimeIpurchasedEcostoreproductsandIwentintotheshopinahurry8

becauseIdidn’thaveanyshampooandconditioneranditwasonspecial,forsixninetynine9

andIthoughtIwouldtryit,yeah.10

11

I:Sowhydidyoupickthatoneovertheotherbrands?12

13

P:IpickeditbecauseIbelieveinthevaluesthatIthinktheEcostorehas.Ithinktheyhave14

similarvaluestomyownpersonalones.AndalsoIquitelikethedesignandthepackaging.I15

thinkit’sreallysimplisticandthenIguessthethirdthingthatgotmewastheprice.Sothe16

firstthingwasthatitwasethicalvalues,thesecondthingwouldbeitsdesignandthethird17

thingwasitsprice18

19

I:Great.Sointermsofethicalvalues,howdoyouseetheEcostoreasbeingethical?20

21

P:Ibelievethattheyareethicalinthattheydon’tdoanimaltesting.Theirproductsare22

derivedfromplants.Andtheydon’tusechemicals,sotheybelieveinputtingnatural23

goodnessintoyourbody,andnotexposingyourbodytoharmfulsubstancesorchemicals.I24

alsothinkthey,itseemsliketheycareabouttheenvironment.25

26

I:isthatstuffthatyoupickedupafterbuyingitorbefore?27

28

P:That’sgenerallybefore.Andwherethatcamefromwas,Iactuallyhaven’tseenany29

advertisingsowherethatideaobviouslycomesfrom,mymum’sreallyintoorganicthings,30

andshe’sreallyinto,justlookingafterthebodyandlookingafterthesurroundings.AndI31

thinkbecausesheusedthoseproductsIbelievedthattheywerereputableinthatway.32

33

I:SosheintroducedtheEcostoreproductstoyou?34

Appendices

242

35

P:Yes.Throughmymum,sheusesthetoiletcleanerandthedishwashingdetergents;it’s36

mostlytheircleaningproducts.Justfromusingthecleaningproductstheyseemlike,Ithink37

somepeoplewhentheyuseacreamcleanserlikeif,can’tfindsomethingthatcompares.I38

believethatitdoes,oh;weusethesprayonaswell.Ibelievethattheyarejustasgood.39

40

I:SowhatwasyourfirstexperienceofanEcostoreproduct?41

42

P:Firstexperiencewasprobablythecleaningproductsatmymum’shouse.Sowewould43

use,probablythefirstonewouldbethespraybottle,Ithinkthatmight’veevencomeout44

firstI’mnotsure.It’slikethesprayandwipe,andI’venoticedlatelythatthey’vebeen45

puttinghigherlevelsofvinegarinit,whichisinteresting.46

47

I:Oh,howdidyounoticethat?48

49

P:‘CauseIcanreallysmellit.Unlessmysenseofsmellismiraculouslyimproved,but,yeah,50

itwasthespraybottle.51

52

I:Sowhenyouuseditasyourmum’shouse,didshetellyouaboutit.Doyouknowifa53

conversationoccurred?54

55

P:Wegenerallyhavediscussionsaboutthatsortofthingwithourfamily,Idon’tremember56

itexactlybutwhatIdorememberisthebranding.Ithinksimplyfromthename,Ecostore,57

andI’mprettysureonthefrontofthespraybottleitactuallyhaslikeblockwritingabout58

whatitdoesn’tcontain.Soitwouldhavebeenavisualthingbutalsoaconversation.59

60

I:Andthatpoint,whatconvincedyoutotryit?61

62

P:Totryit?Justhavingthebeliefthatmymother’srightineverything.Soitwassortof63

unquestionable,thatIwoulduseit.64

65

I:Soyoudefinitelyfeltyoutakeheradviceonanything?66

67

P:Yeah,yes.Absolutely,becauseIseeherasapersonofintegrity,andwithgoodmorals,and68

also,yeahIjustthinkifshetoldmetojumpoffabridgeIprobablywould[laughs].69

Appendices

243

70

I:Butyouknowshewouldn’tdothat?71

72

P:No,shewouldn’tdothat.Exactly,soyeah,Ijust,Ireally,ourfamily,ourwholefamily,has73

thosesamevaluesintermsoftheenvironmentandcaringfortheEarthandcaringforother74

people.75

76

I:Haveyoueverknownhowthatcameabout.Havetheyalwaysbeenlikethat?77

78

P:Um,yupIthinkso.Mymothercamefromareallytraditionalfamilywhoprobablydidn’t79

carethatmuchabouttheenvironment.Sowhenshegrewup,she,herhusband,whoshe80

met,theyweretogetherwhentheywerefourteen,hisfamilywasveryeccentricandquite81

reallyintodifferentthings.Ithinkshewasintroducedtoeatingwellthroughhisfamily.And82

alsolivingalifethatiskindtothingsaroundyou,sothat’showshewasintroducedtoitand83

Ithinkshejustwantedtobedifferentfromherparents.Yeah,andIguessbothmyparents84

were,ImeanIknowit’snotaverygoodwordnowbut,hippies.Itsoundsalittle85

judgementalbutthatiskindofthebestwordthatIcandescribethem.86

87

I:Sowouldyoudescribeyourselfasahippie?88

89

P:Um,youknowwhat,Iprobablywouldn’t.Ifeellikethattermisreallydated.Ifeellikea90

hippie,thedefinitionofthatissomethingthatwasintheseventies,inthesexualrevolution91

andthewholeworldwaschanging.Idon’tfeelthatitreallyappliestonow,butIdefinitely92

thinkIhaveagreenfocus.AndIreallycareaboutnatureandIcareaboutkeeping,having93

respectfortheplacethatweliveandkeepingitbeautiful.94

95

I:Isthatsomethingthatyouencourageotherstodo?96

97

P:Yeah.Ireally,Ithinkthatmostpeoplewhomeetme,wellit’sinterestingitgoestwo98

ways.Mostpeoplewhomeetmeinmyordinaryworldwouldsay,yeahTanyathat’swhat99

she’slike.Butthen,forthepeoplewhoarereallypassionateaboutit,theywouldseemeas100

notthatinvolved.Sointhecontinuum,Iwouldprobablysitjustalittlemoreabovethe101

average.102

103

I:Soyou’rethinkingofsomereallyradicalpeoplewho…104

Appendices

244

105

P:Yeah,forexamplemysistersabitmoreradicalthenIam.She’savegetarianandI’mnot.106

ButIwouldsay,shewoulddefinitelylookatmeandsayI’mdon’treallyseeherasthat107

muchofahippie108

109

I:Soit’sinterestingthatyourparentstriedtorevokeagainsttheirparentsand…110

111

P:Iknow.112

113

I:Butyoucarriedonthesame…114

115

P:Valuesasthem.Ifindthatreallyinterestingaswell.Ithinkit’squitestrangethatwe116

haven’tgonetheopposite,butIthinkmyparentshavealwaysbeenveryincrediblyopen117

andthey’vejustbroughtusuptobeindependentwhereasIguessformymum’sexperience118

Ithinkthatshefelttheenvironmentthatshegrewupinwasquiteclosed,andquitenarrow119

minded.Sochangedtobeopenmindedandthereforeuskidshavemadeourownchoices.120

121

I:Wouldyoualsosaythatmostofyourothersiblingsarequitegreen?122

123

P:Green.Definitely,mysisterwhoIlivewith.She’sthemostradicalandprobablymoreofa,124

likeproactiveinspeakingit.Shelikepassesontheword,likeadvocate.125

126

I:So,haveyoueverhadaconversationwithEcostoreproductswithher?Soyoushopwith127

her?128

129

P:Oneofusdoestheshop.Wehaveaturn.Likewehavearoster,likeonepersondoesthe130

shopeachweek.Butwebuyourownproductsseparately.Iprobablywouldhavehada131

conversation,wedefinitelyhadaconversationaboutthecreamcleanser,weactuallyhad132

thatconversationabouttwoweeksago.Andsoshewassaying,Iwassaying,letsgetsome133

creamcleanserforthebathandIwaslikemaybeweshouldgetsomeChemicotheywere134

likeuh,youknowwe’drathernotgetsomethingwithchemicals.Wecouldgetthe[Ecostore]135

creamcleanser,wethinkit'sjustasgood.136

137

I:Soyoudidn’tthinkEcostoreimmediately?138

139

Appendices

245

P:Uh,noIdidn’t‘causeIdidn’tactuallyknowthattheydidone.ButthereasonwhyIsaid140

ChemicoisbecausemymotherusesChemicoaswellsoIwasimmediatelygoingbackto141

that.142

143

I:Soifyouknewtheyhadacreamcleanser,wouldyouhavejustboughtthatone?144

145

P:Yup.146

147

I:Becauseyouknowyoursister’sabit?148

149

P:Wellyouknow,whenIbuyproductsIgenerallyliketobuyproductsfromthesame150

brand.LikeformyskincarebrandIonlybuyTrilogy.AndIwanttobuythesame,soIliketo151

keepitkindofsimilarandliketousethesame.152

153

I:Anyparticularreasonwhy?154

155

P:No.JustalittlebitOCD[laughs].No,justyeahandIliketocommittoonebrand,itfeels156

likeacommitment,youknow,yeah.157

158

I:SohaveyouevergoneofftheEcostore.Oronceyoumadethedecisionhaveyoualways159

purchasedit?160

161

P:Well,I’vedefinitelygoneofftheirshampooandconditioner.AndIwouldneverbuyit162

again.163

164

I:Ohokay.Well,tellmeaboutthat.165

166

P:WellIusedtheshampoo;thatwaswell,okay.Itmademyhairfeellikeaclumpofadead167

bird’snest.Andthen,butshampoosalwayslikethat.AndthenIusedtheconditionerandit168

justdidn’tconditionmyhairatall.IthinkithadaloeveraextractanditactuallyfeltlikeI169

hadallaloeverathroughoutmyhair.Anditjust,itreallydidn’tconditionit.AndI’mnotsure170

ifthereasonwhyitwassocheapwasbecauseitwaspasseditsusedbydate,Ididn’tcheck.171

Yeah,sono,itwasn’tagoodexperience.Ifeltlikeyouknowwhat,withsomethinglikehair,I172

wouldreallyliketopaymoreandhavemyhairbereallywelllookedafter.173

174

Appendices

246

I:Isthatbecauseit’smore[about]appearance?Um,youknowlikeeveryoneseesyourhair?175

176

177

P:Yeahsure,myhairissomethingthatI;I’mluckytohavenicehair.AndIwantittokindof178

staythatway.Andum,Idowanttotreatitas;I’venevertreatedmyhairwell,asofthelast,179

exceptforthelastyearandahalf.AndIwanttogiveitlovewhereasnormallyIwouldn’t180

careandIwouldjustbuythecheapestone.181

182

I:Soyoudon’tfeelanythingaboutusingchemicalproductsinyourhair?183

184

P:I’mmore,Ileanmoretowards,liketheproductsthatIuse,Akin,whichisanorganichair185

product,soofcourseIleantowardsmoreorganicbutifthequalityisnotgood,thenthere’s186

nopoint.Isupposethatthere’skindofanargumenttothat,soIdouseanorganiconeatthe187

momentbutIalsouseanormal,likeahairsalonleave‐inmask,soI’mquite,asIsaid,I’mnot188

radical,I’mjust…189

190

I:Butyoulookedforanorganicoption?191

192

P:Yup,yup.Absolutely,andIuseoneatthemomentandit’sdoingfine.193

194

I:SowhenyouusedtheEcostoreone,youwerelike,whatdidyoudoattheshelves?195

196

P:Iwenttothepharmacyandlikepricedoesfactorintoittoo,butlikequalitydoescome197

first.AndIsaw,IlookedatalltheirorganicrangesandIthought,IthinkIwilluseAkin,I198

thinkit’sthenextbest,it’sthebestwithouthavingtogolikeTrilogy,butmaybenexttimeI199

getTrilogy[inaudible]butyeahitisreallyimportanttome.200

201

I:Sowhatdidyouendupdoingwiththeproduct?202

203

P:It'sinthebathroom.AndI'mgoingtouseitasabackupwheneverIrunout,‘causeIwas204

thinkinglikeastudent,wellokay,whenAkinrunsoutI’lljustusethisoneifIdon’thave,like205

asabackupalways.ButIobviouslydon’thaveanythingtoworryabout[inaudible].206

207

I:Butyou’renotgoingtochuckitout?208

209

Appendices

247

P:No,Idon’tbelieveinwastage.Ican’tdothatwithanything.210

211

I:Soyouwouldratheruseupabadproduct?212

213

P:Yup,yeah.214

215

I:Good.216

217

P:Fun[laughs].218

219

I:SoyoumentionedthatthepeopleyouflatwithalsochoosetobuyEcostore?220

221

P:Yes.222

223

I:So,otherthanyoursisteristhereanyoneelse?224

225

P:Yes,Amberistheotherflatmate.Andwe’resoontohaveanewpersoncalledRacheland226

shekindofhastofitinwiththehousehold,Iguess,valuesaswell.227

228

I:Isthatsomethingyoulookedatwhensheapplied?229

230

P:Yes.Yup,notas,itwasn’tas,wellno,itwaskindofimportantformebutnotasimportant,231

soitwasimportantformysisterthatshewaslike,weliveinasemi‐vegetarianhousewhich232

meansweonlycookfish,there’snoredmeattobecookedinthehouse.Orwhitemeatreally233

either,exceptforfish.234

235

I:Howdoesthataffectyou?236

237

P:Atfirstitwascool.ThenIstartedgettingreally,reallyweak[laughs].SoIbroughtitup238

andsaidcanwepleasegetmoremeatandtheyagreed,buttherewas,ifIwanttoeatred239

meatIhavetoeatitout.240

241

I:Anyotherflatvalues?242

243

Appendices

248

P:Tobeconsiderableandtobelike,independentandalsotohaveasenseofhumour.244

Laughterisreallyimportanttous,musicisreallyimportanttous,foodsreallyimportant.So245

itslikelaughter,music,food.They’rethethreemainthingsinourhouseandweallwork246

reallyhardsoit’ssomeonewho’sreallyrespectfulwiththat.247

248

I:SowhenyoubuyEcostoreisthatfortheflat,oryourown?249

250

P:Fortheflat.Yup,butI'veboughtitpersonallyformeaswellbecauseof…251

252

I:Sohowdoyoucometoanagreementtobuyitfortheflat?253

254

P:Itjustgoeswithoutsaying.255

256

I:Really?257

258

P:Yup.259

260

I:Itisabitmorepricierinsomecategories.261

262

P:Yeahitis,ifsomeoneboughthomesomethingthatwasn’t,whatwouldprobablyhappen263

wouldbewhenwesatdowntosaytoaddourthingstothe,becausewesitdownandhavea264

chataboutwhateachpersonwantstoaddtotheshoppinglistwewouldprobablysay,265

someonewouldbringupthefactthatitwasn’tanorganicproductthathadbeen[added],266

thathadnotbeennaturallyderivedandcouldwepleasegetsomethingdifferentnexttime.267

Soitwouldn’tstartanargumentoritwouldn’tleadtoaconfrontationitwouldjustbelike268

hey,nexttimecanweget[somethingelse?]269

270

I:Hasthateverhappenedtoyourknowledge?271

272

P:No,no,it’sjustoneofthethings.Thatpeoplejust,it'sliketheunspokenrule.273

274

I:SoifsomeonecamebackwithGreenworks,orwhat’sanother,orjustadifferentgreen275

brand,wouldtherebeany[incident]276

277

Appendices

249

P:No,butIthinktherewouldbearecognitionofthefactthatitwasdifferent.Thatitwasn’t278

thebrandthatwehadnormallyboughtbutnoonewouldvocaliseit,Idon’tthinkitwould279

beanissue.280

281

I:Butthathasn’thappenedbefore?282

283

P:IdorememberseeingaGreenworksdetergentIthink,butthatwaslike,that’swhere284

thoseurgescamefrombecauseIrecogniseditbutIdidn’tfeeltheneedtosayanything.Ido285

preferEcostore,Ithinkit’sprobablyjustbecauseofthebranding286

287

I:Sowhowasthefirstpersonthatsaidoh,wehavetogetEcostore?288

289

P:Idon’tknow,becauseIdidn’t,Imovedintotheflat.290

291

I:Okay,andthat’ssomethingyounoticedwhenyoucamein?292

293

P:Yeah.Justwasmadeawareofandwhenyoumoveinto,wellwhenImoveintoanew294

spacewhetheritbework,whetheritbeathome,whetheritbeinasocialenvironment,I295

observetoseewhatisthenormbehaviourinthatenvironmentandthenadapttoit.296

297

I:Youdon’teverchallengeit?298

299

P:WellinthissituationIchallengedthefood.ImentionedthatthiswassomethingIneeded300

butmysisterstuckbyhervalueofbeingvegetarian,whichisreallycool.IfeltpleasedthatI301

hadchallengedthatbutgenerallyIreallyjustliketogowiththeflow.Idon’t,Iliketolookat302

thingsonthebigpictureandthescaleofthingsandhowimportantisthistome,andhow303

likeitistakinganythingawayfrommyself.304

305

I:Sowhathappenswhenyougohomefromthesupermarket?Orwhathappensatthe306

supermarketwhenyoubuyit,doyouuseplasticbags,doyoupickitstraightupofftheshelf,307

doyouwaitforadiscount,thosekindsofthings?308

309

P:WhatwouldhappenisIwouldlooktoseewhatproductsareonspecialandifnone,I310

wouldobviouslystillbuywhateveritisthatIranoutof.311

312

Appendices

250

I:IguessthiswouldbespecificallyforEcostore?313

314

P:Yeah,yeahsure.SoIwouldchecktoseewhichonehadadiscountandthenIwouldjust,315

butthenIwouldonlybelookingatthattypeofbrand.YeahandthenIwouldputitstraight316

inandthen,wewouldhaveourowncarrierbagsfromhomethatweusebutIactually317

forgotthemthelasttimeweshopped.318

319

I:Sowhathappensbeforetheshop,doyouguysgettogether,doyoudosomething?320

321

P:Sobeforetheshop,itusuallyhappensatdinnertime,we’dbesittingaroundandwe’llsay322

oh,we’lljusttalkaboutwhosedoingthefoodshopthisisjustareminder.Youknow,just323

naturallycomesupintheconversation.Andthenwe’lltalkaboutwhatisimportantforusto324

beonthatshopfortheweekandsowellobviouslyproteinsveryimportantinourhouse.So325

thatwecomeupandpeoplewilltalkaboutwhatisnecessaryforthemandwe’llalmostlike326

haveamutualdiscussion.Likelastweekweweredrivingbackfromaroadtripandwewere327

allinthecar,Iwasdoingtheshopandeveryonewasthrowingoutideasaboutwhatthey328

wantedandIwaswritingitdown.329

330

I:Solikecleaningproducts,isthatsomethingdiscussed?331

332

P:CleaningproductshavecomeupveryrecentlybecauseIunderspentsowehaveanextra333

thirtydollarsandwe’regettinglowoncleaningproductsandmysisterwaslike,wereally,334

wejustneedtostockuponcleaningproducts,wewanttogetsomereallygoodonesandI335

waslikeyeah,ahundredpercent,I’mtherewithyou.Sothisconversationhappened336

yesterday.337

338

I:Ohokay,that’sinteresting.Soshewaslikedefinitely,didshesaysomethingaboutwhich339

onesyoushouldget?340

341

P:Wedidn’tspeak;we’veneverspokenaboutthebrand.It’sjustoneofthosethingsthat342

willbeokay,youknow.343

344

I:Sowhenyougethomefromtheshopdoyouhavetounpackandlike345

346

Appendices

251

P:Yeah,gethome,theshopsdoneintheweekend,whoeverisontheshopisalsooncleaning347

aswellinthehousethatweek.Justonceontheweekend.Soitjustdependsonwhatorder348

youwanttodoitinbutgenerallyit’sdonelaterintheday.349

350

I:Sodoyouhavetounpackthingsinfrontofotherpeopleor351

352

P:Generallyyou’reonlytherebyyourself.‘Causeotherpeoplewilljustgetoutofyourway,353

whileyou’redoingthecleaningandthat.ButIsupposeyoujusthavetounpackitby354

yourself.355

356

I:SowheredoyoustoreyourEcostoreproducts?357

358

P:Sothedetergentlivesonthewindowsill.Orinthecupboardbelowthesink,prettymuch359

thesameplace.Thetoiletcleanerlivesinthebathroom,inthetoiletsorry.Andtheshampoo360

andconditionerareonaledgeintheshower.361

362

I:Isthereanyparticularreasonwhyyouputitonthewindowsill?363

364

P:Wellactually,theothersputitonthewindowsillandIputitinthecupboardbecauseI365

likethingstobesimplisticandIjustdon’tlikelookingatthings,butIdon’tknow.Because366

formysister,she’squitewellknowninthecommunityandalotofherfriendsareverylike367

staunchandmaybeforhershewouldmakeastatementbyhavingitonthewindowsillto368

say,itwouldjustreiterateorreaffirmthisiswhoIam,IassociatemyselfwithEcostore.369

370

I:Doyouthinkthat?371

372

P:Idon’tknow.Ihavenoidea.373

374

I:Whataboutanythingelseinthehouse.Thatmightbeabit375

376

P:Ourhouseisvery,it’sacottageandwehavejarsoflentilsandriceandeverything,that’s377

exposedbutit’ssimplyastoragething.Butwhenyouwalkintoourhouseitdefinitely378

speakstopeopleastowhoweare.Likewehaveapiano.Wehavetwobowlsoffresh,weget379

anorganicvegeboxeveryweekdeliveredtoourdoorandwe’vegottwomassivebowls,one380

Appendices

252

ofvegetables,likerootvegetablesandoneoffruit.Soyoucanwalkinandinstantly[clicks381

fingers]getafeelofwhoweare,it’slikethewholepackage.382

383

I:Doyouthinkthatrepresentsyou? 384

385

P:Ithinkitrepresentsapartofme.Itdoesn’trepresentallofme.386

387

I:Ordoyouthinkitrepresentsacollective?388

389

P:Yeahdefinitely,itrepresentsacollective.That’sexactlyrightandthat’sexactlywhatour390

flatis.We’retotallycollective,we’reaminicollectivesocietyandthat’sthewaywetreatit.391

Youknow,democratickindofthing.392

393

I:Doyouthinkyoursister…394

395

P:She’sthe,nottheleader,but,sheistheleaseholderandsheisthepersonwhofoundthe396

houseandmovedininitiallybyherselffirst.Andthat’sthe,shecamefromareallybad397

environmentlastyearandshegotreallysadbecauseofit,soshewasadamantwhenshe398

movedintothishousethatitwasonlygoingtobefilledwithloveanditwasgoingtobe399

respectfulandeveryone’svoicesweregoingtobeheard.Sothat’sthewaythatshe’smadeit.400

401

I:Sowhenyoudohavepeoplecomingindotheyeverremarkon,yourhouseisquite402

403

P:Yeah,we’vehadpeople,myfriendscameonSundayjustforawalkandJacinta.myfriend,404

justwere,theywerebothlike,thishouseisamazing.Iloveit,Iloveit.Shesat,we’vegot405

about,wedon’thaveacouchbutwe’vegotatablewithfourchairs,we’vegottwomore406

chairs,andwe’vejustgotarmchairseveryoneandshejustsatineverysinglechair.Shesaid407

oh,Ijusthavetositineverysinglechair,sittingonthefloorandshewasjustalmostkindof408

absorbingit,itwasquitestrange.Butpeoplearejustlike,acoupleofpeoplecomeoverand409

oh,Tanya*thishouseissoyou.I’mlikeohthat’sinteresting.410

411

I:Solikewhatpartsofyoudoyouthinkarereflectedinit?412

413

P:Yeah,yeah.414

415

Appendices

253

I:Dotheygetagreen[vibe]or…416

417

P:Iwouldsaytheygetarealsenseofjust,naturalfeel,it’sjustnatural,Ifeellikeit’sawarm418

spaceandit’sahappyspace.419

420

I:SoIguesswhenyousaidyoursister’sgotquiteradicalfriends,dotheyeverremarkon421

thingslikethatwhenthey’reover?422

423

P:No,wouldn’teven,itwouldjustbethenormtothem.424

425

I:Wouldthey?426

427

P:They’renoteventhatradicalbutImeansomeonefrom,Idon’tknow,thisworld428

[referringtoofficeworkplace]wouldthinktheywouldberadical.429

430

I:Soonthewayyouusetheproducts.Sojustoffthetopoffyourheadwouldyouusethem431

anydifferentlytoanormalproduct?Solikebeforeyoumovedintothishome,didyoujust432

thenormalones?433

434

P:Likenormalsprayandwipe?435

436

I:Likenormalsprayandwipe,Sunlight?437

438

P:I’djustuselike,it’skindararethatIwouldmakeashoppingdecisiononmyown.Because439

I’vealwayslivedinashared,publicsituation.AndsoI’vealwaysmovedintoflats,andI440

movedalotandtheproductshavealreadybeenthere.441

442

I:SoIguessinyourlastflat,didtheyuseEcostore?443

444

P:Idon’tevenrememberwhereIusedtolive.SoIhavehonestlymoved,ridiculousamounts445

oftime.Yeahhandwashes,yup.ButlikeIwouldbuythosemyself.Andsoap.446

447

I:Doyouthinkyouwouldusethem,thespray?448

449

Appendices

254

P:Ijusttendtousewhateverisinthathousebutifitcomestimetobuyanotheroneandit450

wasmyturnthat’stheoneIwouldgofor.ButI’mnotaversetopickingupasprayandwipe451

bottleandsprayingacounterandeverything.452

453

I:SoyouwoulduseEcostoreinexactlythesameway,doyouthink?454

455

P:Yeah,Ithinkso.Oh,youknowwhat,thisisgoingtobeinteresting.ThetoiletcleanerI456

thinkIusemore,yeah.Reallylike.Itsactuallyreallyclearandit’shardtoseesowhenyou’re457

usinganormaltoiletcleanerit’susuallyapurplecolourorit’sabrightthickcreamywhite,458

butthisoneisactuallyreallyclearandyoucan’tactuallyseeitonthebowl.SowhenI’m459

doingit,Idoitprobablyaboutfourtimesaround.SoIprobablyendupusingmorethan460

what’snecessary.461

462

I:Sowhy’sthat,isitbecauseit’sjustclear?463

464

P:Clear,yeah.465

466

I:Doyoufeelthatitdoesthesamejob?467

468

P:YeahIdo,butbecauseit'sclearyouthinktheamountthatisnotenoughtobecleaningit.469

SoIwillputmoreinandwillbelikeoh,oh,that’sthicknow,yeah.Notwiththe[Ecostore]470

sprayandwipeIdon’tthinkIwouldspraymore.Theconditioner,Idefinitelywoulduselike471

threetimestotryconditionmyhair.472

473

I:Iguess,tellmeaboutthefirsttimeyouusedtheshampooandconditioner.Doyoujust474

treatitlikeanormalshampooandconditioner?475

476

P:Yeah.Ididnothingmore.477

478

I:Butthenyoufound…479

480

P:WhenIrinsedoutmyhairwiththeconditionerIwaslike,myhairfeelslikestraw.I’m481

goingtohavetousethatagain.482

483

I:Andwouldyouuseitdifferentlyifyouhadtouseitanothertime?484

Appendices

255

485

P:I’djustusewaymoreconditioner.AndmaybemixitwithanotherconditionerI’dhaveto486

487

I:Sooverallhowdoyouratetheperformanceoftheproducts?488

489

P:Doesthatencompass[allproductcategories]?490

491

I:Iguess.492

493

P:BecauseI’mreallynotimpressedwiththecosmeticproductsbutIdon’tfeellikethat’s494

theirforte,Ifeellikethat’snotreallytheirmarket,butImightbewrong.Ifeelliketheir495

cleaningproductsarewhattheyinitiallystartedwith,andthentheirbeautyproductsgrew496

fromthat.SotheircleaningproductsIwouldratethemas,shouldIrateitoutoften?497

498

I:Um,orjustcompareittoanormalbrand?Ifthat‘spossible.499

500

P:Ohokay.Ithinkitbeatsnormalbrandsinitsappearance,Ithinkitbeatsnormalbrandsin501

itsvalues,Ithinkitbeatsnormalbrandsinthejobthatitdoes,simplybecauseitdoesthe502

jobandit’sgoodatcaringforourenvironmentaswell.Itdoesn’tbeatnormalbrandsin503

price.504

505

I:Butpriceisn’tahugefactor?506

507

P:Mmm[agrees].‘Causeifyoulivethatwayitsnotevennegotiable,youdon’tevenreally508

thinkaboutit.509

510

I:Doyoulivethatway?511

512

P:Yes.513

514

I:Haveyoueverusedtheirlaundryproducts?515

516

P:Yes,Iusetheirwashingpowder,yup.Andtheirsoapandtheirhandwash.517

518

I:Ithinkeveryoneusesquiteafew.519

Appendices

256

520

P:Ijustforget.521

522

I:Anyreasonwhyyou’veboughtsomanyacrosstherange,isthatbecauseoftheflat?523

524

P:Itis,it’sjustbeenoverarealperiodoftime.Intheflat,likethethreeI’vetalkedaboutare525

theonesinthereatthemomentbutinthepastI’veusedtheirsoap‘causeIjustwantedto526

tryitoutaswell,andtheirhandwashisdinky,it[has]gotacutelittlepackaging.527

528

I:Youlikeit?529

530

P:YeahIlikeit,it’sgotalittleround,thetopofitismoreroundthananormalsquigee.531

532

I:Soyou’vesaidyouwantedtotrythem.Sowhatconvincedyoutowanttotrythem?533

534

P:Probably,justwantingtodotherightthing.535

536

I:Soyoufeltyouweredoing…537

538

P:Agoodthing.Bybuyingthisproduct.539

540

I:Youhaven’tboughtthemonaregularbasissince?541

542

P:Well,theonlyreasonwhyisbecauseI’vemovedintoflatswhereit’salreadybeen,543

everywhereI’velivedin,theproductsarealreadythere.SoIguessthat’swhatImean,I’m544

notlikepassionateenoughtobe“theydonothaveEcostore,I’mgoingtogooutandbuyit”545

becausefinanciallythathasn’treallybeen[thecase],yeah.546

547

I:That’ssomethingyouthinkyoursisterwoulddo?548

549

P:Umno,Idon’tthinkso.550

551

I:Youdon’tthinkshewould?552

553

Appendices

257

P:Oh,I’mjustthinkingofourmum’shouse,butumno,probablyifshelivedinaflatand554

theyweren’tbuyingEcostoreshewouldprobablysay,guys,Ifeellikeweneedtobuy555

Ecostore,howdoyoufeelaboutspendingalittlebitmoremoney.Soshewouldbringitup.556

WhereasI’mlike,I’lljustmakeeveryonehappy,gowiththeflowdon’twanttorockany557

boats.That’smy,itactuallysumsupbothofusreallywell.558

559

I:Um,whydothinkshe’slikethat?560

561

P:I’dhavetocheckaboutthat.Fromdayone,itsimportanttospeakout,umbecauseIthink562

it’sintegraltowhosheis,Ithinkshewasalsobornthatway[laughs]563

564

I:Likewhendidshedecidetobecomeavegetarian,forexample?565

566

P:Idon’tactuallyreallyknow.Shewasalwaysveryfreespiritedfromtheageof,god,just567

[laughs]fromdayone.568

569

I:Soitwasn’tsomespecific[time]?570

571

P:No,we’veallbeenbroughtupquitesimilarbutshe’sjustabitmoreoutspokenlikein572

termsofthat,what’sthat,Idon’twanttosayadvocateagain,it’ssomeonewhois,almostlike573

apioneer,youknow,likeI’mgoingtobethepioneerandI’mgoingtobe,justquite,not574

argumentative,butshe’sacriticalthinker,yeah.575

576

I:Wouldyousayshe’smoreaboutgreen,orsustainable,ororganic?Iguessthere’salotof577

differentwords,whichonesdoyouthinkdescribeher?578

579

P:Sheis,it’slikelabellingpeople,it’shard.580

581

I:Peopledoitforlotsofdifferentreasons.582

583

P:She’sdoingitbecauseshebelievesIguessthatonthescaleofthings,thisispartofmy584

beliefaswell,it’saprivilegeforustobeonthisearth,webelieve,there’sacommonbelief585

thatpeopleownit,butlikewedon’t.We’rekindoflikejustvisitinghere[laughs]inaway,so586

Ithink,yeah.Idon’tknowshe,whatisshe,likewebelieveinnature,yeah,andmotherearth.587

AndIthinkthatthat’s,yeah.588

Appendices

258

589

I:Isthatsomethingyoutrytogetyourfriendstodo?590

591

P:Idon’tliketomakeanyonedoanything[laughs]thattheydon’twanttodoandIthink592

thatpeoplewillhavetheirownsetof,Idon’tbelievethatmywayistherightway,it’sthe593

rightwayforme,it’snottherightwayforsomebodyelse.Yeah,that’swhatImean,I’mnot,594

likeasstaunch.Butyeah,IthinkthatIwouldtrytoinfluencepeoplebutnotinthe[purchase595

ofcleaningproducts].596

597

I:SoIguessinyouroldflatsyoujustwentwiththeproducts?598

599

P:Yeah,itdidn’tfeellikeitwasthatcrucialtomethatreally,Idon’tfeelthatwehadtomake600

abigmovementforustoallchange.Likeitreallydidn’t,ButthenI’vechangedalotinthe601

lastyearfromwhatIusedtobelike,so…602

603

I:Howso?604

605

P:I’vejustbecomemore,Icaremoreaboutdifferentthings,I’verealisedthatotherthings606

don’tactuallymeansomuchtomeanymore.Andjusttrytobereallytruetomyself.So607

whereasbefore,Ithink,itcomeswithage,withbeforeIdidn’treallyknowwhoIwas.And608

I’malotmore,Iknowmoreabout,yeahI’mmorecomfortablewithwhoIam.609

610

I:Wastherelikeaspecificmomentwhereyoujust[realised]?611

612

P:Yeahkindof,yeahwhenIwasinFrance.AndIwasonmyown,Ispentalotoftimeby613

myselflastyear,sothatwasoverayearagoandIjusthadalot,alotoftimealonewritingso614

Ireceiveda,Ididn’thavetechnologyor,andIwaslivingwithnotmuchelectricityor615

anythingsoIdidn’thaveanyin,it’samazingwhathappenswhenyoudon’thaveany616

influencessurroundingyoulikemedia,friends,parents,youjustdiscoverwhoyouare,617

simplyonyourown.Andthatwasadefiningmomentformeandthenit’sreallybeen618

nurturedthroughoutmycounsellingdegreebecausetheyteachyoualotaboutwho[you619

are],youhavetodiscoverwhoyouareandyeah,it’sanamazingprocess,butit’sthehardest620

thingthathaseverhadhappenedtomeinmylife,‘causeit’sreally,youhavetochallenge621

yourself.Andit’sreally,reallyhard.Yeah,andchangethethingsaboutyourselfthatyou622

don’tlikeandadmitthemaswell.623

Appendices

259

624

I:It’sreallyinteresting.625

626

P:Mm,itis,Iloveit.627

628

I:SowhathappenswhenyourunoutofanEcostoreproduct?629

630

P:Buysomemore.631

632

I:Soit’sjustthedefaultthingtodo?633

634

P:Yeah.635

636

I:Sowhenyougothroughyourlist,doyoujustsayEcostoreproductordoyousaykitchen637

wipe?638

639

P:Iwouldsaywewouldput,writedowndetergentandthenwewouldhaveadiscussion640

anditwouldbemadeclearthatit’stobuy.641

642

I:Ohreally,sosomethingdetergentitwouldbe?643

644

P:Itwouldbewrittendetergentandthenwe’llalltalkaboutit.Andthen,Idon’tknowfor645

sureifsomeonewouldsayEcostore,itwouldjustsimplybethatthenotiontobuyan646

organicbrand,butwouldn’tneedtobewrittendownaswell.It’sthegiven,andifitwasmeI647

wouldbuyEcostore.648

649

I:Andwhy’sthat?650

651

P:BecauseIbelievethatthatbrandisthebestoutofallthebrands.652

653

I:Sodoyouseeanyother,youcanthinkofanyothersoffthetopofyourhead,ofbrands654

thatfitinthatcategory?655

656

P:Um,wellthere’sGreenworksisn’tthere.And[pauses]Ireallycan’t,that’swhytheir657

branding’sreallygood.658

Appendices

260

659

I:Nothat’sfine.660

661

P:NoIcan’t.Soyeah,that’sprettygood,marketleader.662

663

I:Inyoureyes?664

665

P:Yeah,Ithink.666

667

I:Doesyourflat,orsisterthinkthatEcostoreisalsotheleaderintermsof…668

669

P:Youwouldhavetoaskher,yeah,butI’dsayso.Thatwouldbemyassumption.670

671

I:Yeah,IguessifyouwenthomewithGreenworksinsteadofEcostorenoonewouldsay672

anything?673

674

P:Don’tthinkso.675

676

I:Sowhathappenswiththepackagingwhenyoufinishwithit?677

678

P:Um,werecycle.679

680

I:Everything?681

682

P:Yup.683

684

I:Isthatsomethingyoualwaysdo?685

686

P:Yup.Always,we’vegotthreeseparatebinsinthreeseparateplaces,wehavearecyclebin687

outsideourfrontdoor,outsidethe,there'sadoorbythekitchen;Frenchdoorsandthenwe688

haveacompost.We’vegotacompost[bin],we’vegotavegetablegarden.Andthenwehave689

anormalbin,whichis,Ithenwehaveafire,whichisforpaper.690

691

I:Yup,that’squitealotofwork.692

693

Appendices

261

P:[laughs]694

695

I:Sowouldsayyouputalotofeffortintobeinggreenorsustainableor…696

697

P:Ithinkinourhousewedo.WellIgenerally,IjusttryanddowhatIbelieveisright.AndI698

coulddefinitelybegreener,IthinkIusetoomuchpaper,IthinkIthrowtoomanythings699

away.700

701

I:Isthatsomethingyou’relookingtochange?702

703

P:Yeahit’ssomethingthatI’mawareofandI’llthinkI’lldefinitelybecomemorewitheach704

dayasIgetolder,I’llbecomemore,I’llbecomemorepassionate.BecauseI’mstillonthis705

journeyoffiguringoutthingsaboutmyself,yeah.706

707

I:SohowdidyouknowoftheEcostorebrand?708

709

P:Throughmymum.710

711

I:Throughyourmum,yea.Sowhatwerethekindsofthingsshesaidaboutthebrandwhen712

youfirstlookedat[it]?713

714

P:Ihonestlycan’trememberthediscussionbecauseit’sbeeninourhouseforaslongasI715

canremember.716

717

I:Wasthatgrowinguporeven…718

719

P:Yeah.720

721

I:SoIguessevenwhenitwasfirstlaunched?722

723

P:Whenitwaslaunched,that’swhenI’mprettysureIrememberwegotthespray,andthen724

thelaundrypowderthat’swhatIcanremember.Definitelythesprayfirst,yeah.725

726

I:Couldyoupossiblerecallwhatyourmotherthoughtwhenshefirstboughtthem?727

728

Appendices

262

P:I’dsayshe,whensheboughtthem,shewouldhavethoughtitwasgood.But…729

730

I:Can’trecall?Noworries,allgood.731

732

P:Yeah,it’sunfortunatethatI’mnotolderandthedecisionmakerinthehouse.733

734

I:Haveyouevergiftedor,[been]giftedanEcostoreproducttoorfromanyoneelse?735

736

P:No.737

738

I:Orshared?Orrecommended?Evenjusttofriends?739

740

P:Iprobablyrecommendedthebodywash,coconutandvanilla.Itsmellsreallybeautiful.741

Anduh,whatisthat?Vanillabean,oneofthings,ohithasgottobethehandwash[laughs],742

yeah,probablythat,Iprobablyrecommendedthebodywash,coconutandvanilla.Itsmells743

reallybeautiful.744

745

I:Sowhenyourfriendsvisityouathome,dotheyevernotice,ohwowthere’sEcostore746

productseverywhere?747

748

P:No,itwouldn'tbe,it’snotlikethat.It'snotthatinyourface.749

750

I:SoIguessit’sneverbeenmentionedorSoIguessI’lljustfinishwith,whatdoyoumakeof751

ecoorgreen?Doyou,‘causeobviouslytherearealotofwordsthatpeoplecanuse,howdo752

youseethemintermsofEcostore?753

754

P:Um,whattheystandfor?755

756

I:Um,yeah.757

758

P:Isthatwhatyoumean?759

760

I:Yeah.761

762

P:Sowhat’sEcostorevalues,aretheyecoorgreen?763

Appendices

263

764

I:Yup,Ibelievethattheyareethical,Ibelievethattheyhaveintegrityasabrand,Ibelieve765

thattheycareabouttheenvironmentandanimalsandpeopleandthewellbeingofallof766

thosethreethings.Ibelievethatthey’reholdingthemselvesaccountabletotheirpersonal767

values.Becausewhentheydidthis,whentheybroughtthisstuffout,thiswholegreen768

movementwasn’tinfashion.Itwasalongtimeago,likeIdon’tbelievethey’vedoneit769

commerciallytomakemoney.Ithinkthey’vedoneitbecausetheyhadavision.770

771

P:Haveyoueverlookedthemupordoneanyresearch?772

773

I:NoIhaven’t,butI’mactuallygoingtonow.774

775

I:Why?776

777

P:‘CauseI’minterested.I’mtalking,becauseI’msayingallthesethingsthatIthinktheyare,778

butwheredoesthatcomefrom?Likeit’smyownthing.779

780

I:Somethingyougotfromtheirpackagingand781

782

P:Yeah.Mymum,probablymymum.783

784

I:Butyoutrustyourmum?785

786

P:Wellthat’sthesortofthingsIthinkaboutfrommymumsoI’lljustbeprojectingitfrom787

hertothat.788

789

I:Eventhough,we’renotsureifyourmumdidanyresearchor790

791

P:Yeah,sheprobablyjustpickeditupofftheshelf[laughs].792

793

I:Sodoyouconsideryourselfaverygreenperson?Iguessyousaidyouweresortofinthe794

middle.795

796

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264

P:Um.Wellthere’sthecontinuumfromheretohere,fromthereuptothere,Ican’tdohand797

movements,I’mslightlyaboveaverage.Wouldyouagree,amIallowedtoaskyoua798

question?799

800

I:It’shardbecauseIdon’tknowyourlife.801

802

P:ButIjusttoldyouaboutmylife.803

804

I:Iguessit’showyoudefinegreen.Toyou,isEcostoregreen,isitsustainable,oritnatural,805

howdoyouseeallthoseconceptsworkingtogether?806

807

P:Yeah,Ibelieveit’sallofthosethings.Youcan,everyone’sperceptionofthosewordsis808

different.Ithinkit’sallofthose,someonesaiddoyouthinkEcostore’sgreen?Iwouldsay809

yes.Intermsoflike,greenIjustthinkofplanet.Youthinkit’snatural,yes.Whatistheother810

wordyousaid?811

812

I:Sustainable.813

814

P:Sustainable.I’dbelike,well,that’sahardone‘causethey’reusingplantsbut,yeah,815

insteadofusingchemicals.816

817

I:SoevenifyoursisterhadtogiveonejustificationforlikingEcostore,whichonewouldit818

be?819

820

P:Probablybeabouttheenvironment.Yeah,likenothavingharshchemicals,basically.821

822

I:Sodoyouseeitasorganicaswell?823

824

P:Yes.825

826

I:That’sbecause827

828

P:Becausewecareaboutourbodies,yeah.829

830

I:Soyoudefinitelyfeelthatavoidingchemicalsasmuchaspossible831

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265

832

P:Yeah,myhealthisincrediblyimportanttomeandit’sprettyamazingtothinkofwhat833

yourbodycanabsorbfromfood,yeah.I’mhavingthisrealepiphanywhilewe’retalking.834

835

I:That’sgood.Soyou’rereallycommittedtonotusingchemicals?836

837

P:Yup.838

839

I:Wereyoulikethatbefore?840

841

P:Notassuch.Notasmuch,notassuch.Mysisterhas,IadapttowhateverenvironmentI’m842

in,asIsaidbefore,whetherI’matwork,Iobservetoseewhatisappropriatebehaviourand843

I’dsaythatmyenvironmentthatsurroundsmeatthemomentisverymuchnatural,Ilivein844

thebush,Ilivebythesea,Ilivewithareasonablypassionatepersonabouttheenvironment845

soit’s;andsheisthepersonthatIrespectandwhoI’mclosesttomostintheworld.846

847

I:Soifyouhypotheticallyhadtomove,doyouthinkyouwouldcarryanyofthosevaluesor848

behaviours?849

850

P:Absolutely.Yeah,yeah,yeah.IfeltitisintegraltowhoIam.It’salwaysbeenthere.851

852

I:Sohowyou’vealwaysgonewiththeflow,sonowyouwouldbeabitmore853

854

P:It’sjustanagething,I’venever,I’ve[always]livedinflats,withlikerandoms,astheyget855

olderornotwe’renotgoingtodothatanymore.Thenextstepwillbebuyingmyownhome,856

soIwillbethedecisionmaker.Anditjustcomeswithage,youdiscover,wellIhave857

discoveredwhatisimportanttome,yeahandthatiscrucial,towhoIamnow.858

859

I:Soyoudefinitely,forEcostoreyouwoulddefinitelybuyEcostore?860

861

P:Absolutely.Alltheircleaningproducts,yup.Ifeellike,yeahIamanadultnow.862

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266

Interview: Jennifer 1

2

I:Soifyou’djusttoliketostartbywalkingmethroughyourfirstexperienceofanEcostore3

product?4

5

P:It’sfunny,IwasactuallytryingtothinktodaybutIcouldn’tremember.I,whenthatwas,6

I’vebeensortofusingthemnowforseveralyears,threeorfouryears.Idon’tknowifImay7

havereadaboutitorifImayhavereadaboutitorjusthaveseenitinthesupermarket.8

9

I:Sodoyourecallthefirsttimeyoupurchaseit?10

11

P:Honestly,Idon’tknow.12

13

I:HowaboutyoutalkmethroughatypicaltimeyoubuyanEcostoreproduct?14

15

P:LikeIsaid,we’vebeengoingthereforafewyears,andwenormallygotheshopbecause16

they do refill stuff for you, like laundry detergent and dishwashing liquid and stuff so I17

would saywemakemost of our purchases at their storewhenwe go and get our things18

refilled.19

20

I:Haveyoualwaysbeenrefilling?21

22

P:Prettymuch.Assoonaswefoundouttheydidthat,itwaslike,good.Gooddeal.23

24

I:Sowhat’syourthinkingaboutbuyingitinthestoreinsteadofthesupermarket?25

26

P: I kinda think I’d rather cut out themiddleman and not give Foodtownmymoney. I’d27

rathergiveitstraighttothoseguys.28

29

I:SowhatdoyoudotypicallywhenyouvisittheEcostore?30

31

P:Wellwejustgetourbottlesrefilled.Haveabrowsearoundandbuyotherbitsandpieces32

thatwemightneed.33

34

I:Aretherethingsyoulookoutfor?35

Appendices

267

36

P:Um,no.Ijustliketohaveabrowseandseewhat’sinthere,soshopping’sgood[laughs].37

38

I:Sohowoftendoyougo?39

40

P:Iguessitwouldonlybeeverytwoorthreemonths,that’swhenthingstendtorunout.We41

needtogetourtopup,yeah.42

43

I:Sodoyoupurchasequitealoteachtime?44

45

P:Wellwehadsomeofourbagsquitefulltheotherdaywhenyouwerethere.46

47

I:Aretherethingsthatyoutypicallygeteachtime?48

49

P:Wealwaysgetlaundrydetergent,dishwashingliquid,soap,webuysortoftheircleaning50

productsaswell,likethere'ssortofaspray‐oncleaner.Andlikeacreamcleansingproduct.51

Whatelse?Shampoo,Idon’tusetheshampoo,Geoffrey[husband]usestheshampoo.Weget52

itfromthereaswell.53

54

I:Anyparticularreasonwhyyoudon’tuseit?55

56

P: I don’t think it’s actually quite as good as the stuff I buy from the hair place. I haven’t57

reallytrieditproperlytobehonest.Imightfindmyselfusingitoneday.58

59

I:Whatabouttherestoftheproducts,howdoyouthinktheycompare?60

61

P:Yeah,they’regreat. Imeanthere’ssortof like,I likethefactthat,they’reobviouslylike62

non‐toxicandyouknow,asfarascleaningproductsandstufflikethatgoes.Iactuallysuffer63

fromallergiessosomethinglikethatisreallygood.Thatissortofoneofthemainreasons64

whyweusetheirstuff.65

66

I:Doyouthinkthatwasoneofthethingsthatattractedyoutoitmost?67

68

P:Yeah,definitely.69

70

Appendices

268

I:Sobeforethat,wereyouusingjustthestandard?71

72

P:Ithinkso,Ithinkwemay,Ihaveafeelingweprobablyuseotherecobrandsaswell.The73

oddonehereandthere.74

75

I:SothereasonyouusesomanyEcostoreones?76

77

P: Justbasically it’s thehabitwe’vegot into. I liketheirrefillsystemsandstuff. I liketheir78

products.Andit’sgoodvalueformoneytojustgoandgetthatstuffrefilled.Doitallinone79

hitthenit’salldoneforafewmonths,youdon’thavetothinkaboutitagainforawhile.80

81

I:Iguessthereareonlyacoupleproductsthattheyrefill?82

83

P:Yeah,asfarasI’mconcerned.84

85

I:Sowhathappenswhenyougethomewithallyourproducts?86

87

P:Putthemallawayandusethem.88

89

I:Isthereanyparticularplacesyouputthemaway?90

91

P:[laughs]no.92

93

I:Oranybigcontainers?94

95

P:No,just...96

97

I:Justtheregularplaces?98

99

P:Mm‐hmm100

101

I:Sothewayyouusethem.Doyouseeanyparticulardifferencestothewayyouwoulduse102

normalones?103

104

Appendices

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P:Ithinkasfarasthelaundryliquidanddishwashingstuff,Iwould.It’squiteconcentrated.105

Youdon’tneedtousetoomuchofit.Soitgoesalongway.106

107

I:Isthatsomethingyoufoundoutafterusingit?108

109

P:Yeah,yeah.110

111

I:Withanynewproduct,doyouhavealookattheinstructionsandpackaging?112

113

P: Yeah, I like their packaging as well. I’m someonewho always looks at packaging. And114

yeah,it’scool.Iliketheirbranding,theirpackaging.115

116

I:Sowhatkindofmessagedoyouthinktheywanttosaytotheircustomers?117

118

P:It’squite,it’skindacleananddowntoearth.Verydowntoearth,italwaysgotpicturesof119

peopleandkidsandstuffontheirpackaging.It’squite,it’swelldesigned;Ilikethedesignof120

theirbrand.121

122

I:Doyouthinktherearequitetruthfulbehindwhattheysayaswell?123

124

P: I’msure theyappear tobe, I’ve lookedat theirwebsiteand things in thepast.Theydo125

definitely seemquite genuine.There’s something, therewas somethingabout them in the126

newsafewmonthsago,youprobablyknowbetterthanme.127

128

I:ItwasaboutthepHlevels.129

130

P: Yeah. But she sorta seemed to defend herself quite well. And state her case, I can’t131

rememberexactlywhatshesaid.132

133

I:Whowasshesorry?134

135

P:Idon’tknow.Theowner,thereyougo.136

137

I:Soyou’vesaidyou’vebeentotheirwebsite?Sowhatwasyourthinkingbehindthat.Were138

youlookingforsomething?139

Appendices

270

140

P:IthinkImighthavebeen.Ithinkthat’sactuallywhatalertedmetothefactthatthere’sa141

shopwherewegogetstuffrefilled.Ithinkthat’swhereIfoundoutaboutit,onthewebsite.142

143

I:Didyoubuyitfromsomewhereelsebeforethat?144

145

P:Yeah,probably.ProbablyIwouldsaythesupermarket.146

147

I:Sowhatattractedyoutothestorethefirsttime?148

149

P:Like I said itwas justhandy, I like the ideaof just refilling things.Nothaving to throw150

yourbottlesawayandgetanotherone.Sortahadoursforyearsnow[laughs]. 151

152

I:Soyou’vealwaysrefilledtheproducts?153

154

P:Yeah.Notalways,therewillbeatimewhenwejustrunoutandhavetobuyanotherone155

fromthesupermarket.Butmostofthetimewerefillthem.156

157

I:Sowhatdoyoudowiththepackagingofstuffthatyoudon’trefill?158

159

P:Youmeanjustgeneralstuff?160

161

I:Yeah,justgeneralstuff.162

163

P:Itgoesintherecyclingifitcan.164

165

I:Soyoualwaysrecycleeverything?166

167

P:Tryto.Yeah,yup.168

169

I:Sowhatdidyouthinkoftheproductsbeforeyoubuythem?170

171

P:BeforeIboughtthem?172

173

I:Likemaybethenewproducts?DoyoutakealookandsayI’mgoingtotrythis?174

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271

175

P:YeahIdo,orImightreadaboutthemsomewhere,theyseemtogetalittlebitofpress.For176

exampleIusethehandwash,andafewyearsagoIrememberreadingaboutitinquiteafew177

placesbuttrieditanyway.178

179

I:Sohowdoyouseethemasbeingdifferentfromotherproducts,whetherregularorother180

onesorothergreenbrandsaswell?181

182

P:That’s agoodquestion. Imeanobviously, thegreen things themainpointofdifference183

betweenthemandotherthings.Asfarasothergreenbrandsgo,there’snotmanyIcanthink184

ofthatencompasssuchabigrangeofitemsinthiscountry.185

186

I:Anythingencompassingalargerangeisagoodthing?187

188

P:Yeahofcourseitis.Imean,Idon’tknow.Iguessthere’sabitofbrandloyaltycomingout189

therewithoutmeevenrealisingnowthatI’msittingheretalkingtoyou.190

191

I:Yeah,thereseemstobequiteabitofbrandloyalty.Anyideawhatmakesyousoloyalto192

thatbrand?193

194

P:Idon’tknow,justbeenusingthemforsuchalongtime.Theyseemtobegoodvaluefor195

money and their products are just really nice. Imean their soap are really nice and their196

handcleansersandthatsortofstuffactuallysmeltreallyniceandthey’reniceproducts.197

198

I:Haveyouevergoneoffthem?199

200

P:No.201

202

I:Youmentionedyoutriedsomeothergreenbrands?203

204

P:YeahIhave,honestly,Idon’tknow.Wejustalwayscomebacktousingthoseonesagain.205

ButtherewillbetheoddtimeinthesupermarketwhenI’ll tryotherones.Butweendup206

justusingthem[Ecostore].207

208

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272

I:Hasthereeverbeenanoccasionwhereyouhaven’thadanEcostoreproductandjustend209

upgoingforanotherone?210

211

P:Yeah,yeah.Occasionally.Notveryoften.212

213

I:Butthat’ssomethingyoutryandavoid?214

215

P:YeahIguessso.Ifit’sthereandonspecialI’llbuyit.216

217

I:SowhatdoyouthinktheEcostoreproductsstandfor?218

219

P:Iguesssustainability,sortofecofriendly,green.Non‐toxicsoyouknownotsoharmful.I220

guess especiallynowbeingpregnant and stuff, I’m just consciousofwhat’s going intomy221

body, Ialwayshavebeen[likethat]but that’squite important tomerightnow. I’mpretty222

suretheydon’ttestonanimals,andthingslikethataswell.223

224

I:Doyouthinkgettingpregnantchangedyouroutlookonlife?225

226

P:Um,ofcourseitdoes,yeah.Butasfaraslikethewayweeatandtheproductsweuseand227

have,andsortofour lifestyle, itreallyhasn’tchangeda lotbecauseI’mconsciousof those228

sortsofthingsanyways.229

230

I:Soforthenextgeneration,youwouldliketokeepagreenlifestyle?231

232

P:Yeah,definitely.233

234

I:Sowhatmotivatesyoutobeagreenperson?235

236

P: Iguessyousortofreadthingsand lookat thingsonTVand it’s justhorrifyingandyou237

sortofthinkifyoucandosomesmallthingsandhelpwhat’sgoingon,youcandoyourlittle238

bitandyourpart,andifeveryonedidthatthenhopefullyitmightmakeadifference,because239

yup.240

241

I:DoyouthinkusingEcostoreproductsmakesmuchofadifference?242

243

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273

P:Oh,I’dliketothinkso,yeah.244

245

I:Butyoudon’t?246

247

P:Iguessinsomesmallway,I’msureitdoes,yeah.I’msuretheirmanufacturingprocesses248

andstufflikethatarenotasbadaswhatothercompanieswhoproducesimilaritemswould249

be.Iwouldliketothinkso,yeah.250

251

I:HaveyouevergiftedanEcostoreproducttoanyone?252

253

P: Yes.WhenGeoffrey’s brother had a baby last yearwe gave him a gift package of baby254

stuff.255

256

I:Sowhatwasyourthinkingbehindthatgift?257

258

P:Hisbaby’smotherisalsoveryeco‐consciousandstuff.AndIdefinitelythoughtthatwould259

besomethingthatshewouldlikeforherchildaswell.260

261

I:Howdidyouknowshewaseco‐conscious?262

263

P: She lives in the UK, but whenever she’s visited, the foods all organic and everything’s264

naturalandyup.265

266

I:I’mguessingshelikedthegift?267

268

P:Yeah,apparentlyitwasgood,yup.269

270

I:Ohyeah,Iguessthey’rebasedintheU.K.Iwonderwhatkindofgreenoptionstheyhave271

overthere?272

273

P:Well,ohyeah.Just,Idon’tknow.I’msureitwouldcostafortunetobuyoverthere.274

275

I:Andanyotherpersonyou’vegifteditto?276

277

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P: I don’t think so, no. Oh, actually no. We also brought a gardening set for Geoffrey’s278

[husband]mum.Shelovedit.Itwasgreat,yeah.279

280

I:Ishismumquitegreen?281

282

P:She’sgreen fingered.So itwasactuallysortof likea little thing forweeding. Itwas like283

someIthinksomesoapandhandcreamsortofthing.284

285

I:WouldyousayGeoffreyisquitegreen?286

287

P:Ohyeah[laughs].288

289

I:Wouldthatbefromyourinfluence?290

291

P:Idon’tknow,youwouldhavetoaskhim[laughs]292

293

I:Noworries;willmove toaquestionyoucananswer.Haveyouever recommended it to294

yourfriendsandfamily?295

296

P:Um,no,can’tsayIhavereally.Isupposegiftingit isrecommendingit inaway.It is, it’s297

sortofintroducingittopeople.298

299

I:Aretheyquitenoticeableinyourhouse?I’mjustwonderingifanyonehaseverbroughtit300

upinaconversation.301

302

P:IdoactuallyrememberthatGeoffrey’ssistercametostayandwow,thatsoapsreallynice,303

whatisit.304

305

I:Ohitwasn’tbecauseitwasEcostore;itwasbecauseshelikedthis?306

307

P:Becauseshelikedthesoap.308

309

I:Sowhatdoyoumakeofjustthegreenorecoinproducts?310

311

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P:It’ssortaaminefield.Yousortofreadthingsandyouthinkthatpeoplearejustputtinga312

labelonsomethingtosell itbut is itreallygreen?Toknowwhat isgreenandwhat isn’t. I313

haveafeelingthattheseguysarequitegenuineaboutwhattheydo,though.314

315

I:Isthereanyparticularreasonwhyyouthinktheyaremoregenuinethen?316

317

P:Uh,Idon’tknow.Idon’tknow,I’mprettysurethey’vegotalittlelamblabelsandstamps318

onthebackoftheirpackaging,whichsaystheyare.Ihaven’treallythoughtalotaboutthem.319

320

I:Butyoujusttrustthem?321

322

P:Yeah.323

324

I:Sowhataretheothergreenthingsthatyoudoathome?Doyouconsideryourselfavery325

greenperson?326

327

P:[pauses][laughs]Um,lookaveragelyIsuppose.I’mconsciousofitbutnotovertlygreen.328

Weareguiltyofconspicuousconsumptionaswellso[laughs]329

330

I:WellI’dsayusingallEcostoreproductsisquiteagreenthingtodo.331

332

P:OhyeahIguessitis.333

334

I:Youdon’tseeyourselfassomeonelikeGeoffrey’ssister?335

336

P:Um,inaway,sister‐in‐law.Imean,I’mconsciousofthesethings.Iguesswecanaffordto337

be now, with these things cost a bit of money, take a bit more time and effort so I’d be338

interestedtoknowhowthatchangesoncewehaveachildandthatsortofthinggoes.339

340

I:Doyouexpectitto?341

342

P:Ihopenot.ImeanthatisthegoodthingaboutEcostorestuff,itisn’tpricey,alotofnatural343

skinproductscanbequiteexpensive.344

345

I:Wouldyoubequitedisappointedifyoucouldn’tusethemanymore?346

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276

347

P:YeahIwould,yup.348

349

I:Howwouldthatmakeyoufeel?350

351

P:Uh,Idon’tknow.Ihopethatsituationwouldn’tariseyeah.352