From the bonds in the consumption to the consumption in the bonds: sociability analysis forms in the ecological consumption

Abstract

The paper proposes an analysis of the bonds developed in the context of ecological consumption. Within the debate about the bonds in consumption and in discussion with the postmodern thesis of community reconstruction through consumption, is committed to a hypothesis which recognizes the dynamic, multidimensional and ambivalent development of significant bonds in the contexts of consumption. In this paper are analyzed by qualitative methods focus groups and interviews) the bonds developed in ecological consumption practices. With the analysis distinguish contexts relevant bonds, the bond types that collect discourse (relations, links, “social bond”), and discursive differences that set ecological consumers in their consumption practices differ. Empirical evidence put us in the difficult field of ecological consumption in shaping global and inclusive social bonds, given their particular, fragmentary and differentiating meaningful contexts.