Construction of consumer choice in the market: challenges for environmental policy

Johanna Moisander, Annu Markkula, Kirsi Eräranta
  • International Journal of Consumer Studies, January 2010, Wiley
  • DOI: 10.1111/j.1470-6431.2009.00821.x

How marketers shape consumer choice in the markets in ways that impede sustainable development

What is it about?

Drawing from the literature on the analytics of government, the paper discusses marketing as a form of government, elaborating and illustrating the many ways in which consumer choice is shaped, modified and directed in the market through practices and techniques of consumer marketing.

Why is it important?

The paper critically reflects upon and renders problematic the individualistic ideas of the green consumer as a powerful market force and to provoke discussion on the conceptualization – and construction – of consumer subjectivity and social problems in marketing. The paper also systematically interrogates and elaborates on the modes and practices of marketing thought and expertise through which consumers and consumption are rendered intelligible and actionable in the market.


Professor Johanna K. Moisander
Aalto University

Kirsi Eräranta and I wrote the first version of this paper in Finnish for a book edited by Ilmo Massa and Sanna Ahonen ( Eräranta, Kirsi, and Johanna Moisander (2006) "Miten kuluttajaa hallitaan markkinoilla ympäristöpoliittisena toimijana." In Massa, Ilmo & Sanna Ahonen (eds.): Arkielämän ympäristöpolitiikka, pp. 17-32.)

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The following have contributed to this page: Professor Johanna K. Moisander