Eco-conscious consumption: Virtue signalling in the 21st century

Abstract

Eco-conscious consumption can be understood as a modern form of virtue signaling. This paper discusses the phenomenon using four examples: tote bags, paper straws, thrifted clothing, and sustainable clothing. Each section delves into each product’s history, modern relevancy, its general sustainability and eco-friendliness. When looking into the relative ecological impact each product has, it can be observed that each “sustainable” product has an even more sustainable alternative practice, that less consumers partake. From those examples, I conclude that the driving force behind the popularity of eco-conscious products today is fueled by virtue signaling, rather than a genuine concern for the environment.