Zero Waste Social Media Influencers' Strategies

Zero waste lifestyle movement that aims to minimize household waste production has been gaining popularity in the recent decade, especially through social media influencers (aka cultural entrepreneurs). Its popularity presents an empirical puzzle as zero waste lifestyle is challenging in the dominant consumer culture where institutions, ideologies, and social life of consumers normalize consumption and waste. How do influencers popularize zero waste lifestyle practices that counter the dominant consumption norms? Are their strategies successful?

My peer-reviewed article in Environmental Sociology examines Instagram influencers’ zero waste lifestyle advocacy as social performance, focusing on their scripts and visual presentations to social media audience based on content analysis of 250 posts. Problematization of wasteful consumption norms and legitimization of zero waste alternatives through demonstrating its feasibility, attractiveness, and integration with socio-political concerns are four prominent strategies. Meanwhile, insufficient accountability of corporate waste culprits, limited representativeness of

the privileged influencers, and contradictory embeddedness in consumer culture still threaten the legitimacy of their performance. 

Thanks to Yale University's cultural sociology seminar colleagues, Dr. Phillip Smith, and Dr. Jeffrey Alexander for their guidance in this project.