A Qualitative Deconstruction of Consumerism: The Case of Lost Community

Abstract

Effectively mitigating the destructive impact of overconsumption on the environment first requires the cultural and ideological structures underpinning Western consumerism to be recognised and understood. This research provided insight regarding these structures, through qualitatively deconstructing and analysing interview data. Analysis revealed the complex and deep-seated tension underlying overconsumption between individualistic conceptualisations of being, and the profound desire for meaningful human connection and community. The implications of this tension for sustainability and environmental policy are explored.