Recycling: Yes but caring for my loved ones first! Exploring Identity Conflicts Amongst “Green” Working Mothers

Citation

Black I & Cherrier H (2011) Recycling: Yes but caring for my loved ones first! Exploring Identity Conflicts Amongst “Green” Working Mothers. Ahluwalia R (Editor), Chartrand TL (Editor) & Ratner RK (Editor) Advances in Consumer Research, 39, pp. 34-35. https://www.acrwebsite.org/volumes/1009316/volumes/v39/NA-39

Abstract
The study explores how working mothers modify their disposal practices - from heavy waste generation to limited waste and recycling. The analysis reveals that becoming a green consumer is related to new disposal practices and sustainable disposal is managed through assimilation, negotiation or rejection processes; each contingent upon social roles.