Exploring the #zerowaste lifestyle trend on Instagram.

Abstract

Purpose This study explores the Zero Waste lifestyle trend through the lens of user-generated content posted on Instagram. The aim is to investigate consumer-driven activities and shared beliefs associated with the Zero Waste lifestyle movement from a consumer culture perspective. Methodology/approach Data was collected from 313 public posts associated with the #zerowaste hashtag from 313 individual users on Instagram. A textual analysis of user biographies and a thematic analysis of both visual and textual posts were carried out. Findings Findings suggest a female-led consumer lifestyle movement that seems to believe in the power of community to cause an environmentally significant impact. Zero Waste seems to be regarded as a long-term goal rather than an immediate radical action by members of the social media community. This study also identifies an emergence of Zero Waste product/brand influencers which could be categorized as follows: (1) Product promoters (2) Product critics (3) Sponsored brand promoters and (4) Non-sponsored brand admirers. Originality/value of paper This study provides a richer understanding of the Zero Waste lifestyle phenomenon which has grown in popularity through social media during recent years. In addition, findings allow for a better understanding of the role of consumer activists and social media influencers in promoting the Zero Waste lifestyle within online communities.