Construction of consumer choice in the market: Challenges for environmental policy

Johanna Moisander*, Annu Markkula, Kirsi Eräranta

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

38 Citations (Scopus)


Drawing from the literature on the analytics of government, the paper discusses marketing as a form of government, elaborating and illustrating the many ways in which consumer choice is shaped, modified and directed in the market through practices and techniques of consumer marketing. The aim is to critically reflect upon and render problematic the individualistic ideas of the green consumer as a powerful market force and to provoke discussion on the conceptualization – and construction – of consumer subjectivity and social problems in marketing. Taking examples particularly from the fashion and clothing industry, the paper discusses the ways in which marketing activities come to shape consumer conduct by operating through the choice of individuals who freely pursue their needs and desires, and by working on the environment within which this freedom of choice is exercised. The paper contributes to the literature on green consumerism by systematically interrogating and elaborating on the modes and practices of marketing thought and expertise through which consumers and consumption are rendered intelligible and actionable in the market.

Original languageEnglish
Pages (from-to)73-79
Number of pages7
Issue number1
Publication statusPublished - 1 Jan 2010
MoE publication typeA1 Journal article-refereed


  • Consumer behaviour
  • Consumer policy
  • Fashion and clothing industry
  • Government
  • Green consumerism
  • Marketing


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