When people unite, in the environmental consumption fight - A netnographic study of the meaning creations within sustainable online communities

Abstract

This study explores three sustainable communities on Facebook and the social interactions between community members, in order to enhance an in-depth understanding of the meaning creations within these communities. A unique analytical model is created by merging the different studies that have been performed within the field of sustainable communities. The model acts as a theoretical framework and is used as an analytical tool, in order to offer a coherent analysis of the different themes of meanings that are detected. This research draws from a netnographic approach that was used in order to discern the meanings that are created within the communities and the connections between these. The findings mainly concern the co-existing of the meanings within the community and the connections between these. These findings both contributes to the theoretical field as connections between meaning have not been examined in a sustainable community context before. The practical implication is realizing the importance of these communities as a significant part in the sustainable consumer movement.