When people unite, in the environmental consumption fight - A netnographic study of the meaning creations within sustainable online communities

Abstract: This study explores three sustainable communities on Facebook and the social interactions between community members, in order to enhance an in-depth understanding of the meaning creations within these communities. A unique analytical model is created by merging the different studies that have been performed within the field of sustainable communities. The model acts as a theoretical framework and is used as an analytical tool, in order to offer a coherent analysis of the different themes of meanings that are detected. This research draws from a netnographic approach that was used in order to discern the meanings that are created within the communities and the connections between these. The findings mainly concern the co-existing of the meanings within the community and the connections between these. These findings both contributes to the theoretical field as connections between meaning have not been examined in a sustainable community context before. The practical implication is realizing the importance of these communities as a significant part in the sustainable consumer movement.