Eco-Consciousness of Celebrities: A Theoretical Exploration into how Celebrities Affect Sustainable Consumption

Celebrities have become spokespeople for the environment. They have raised people’s interest and awareness of sustainability. However, this has also depoliticised and individualised sustainability. Celebritisation has also deradicalised the cries for anti-materialism and together these developments have led to an emphasis on various eco-products. These commodified solutions are the antithesis of what many commentators argue is the real answer to environmental problems. Theoretical contributions include bringing celebrity influence, status and the symbolic meanings of celebrities into the realm of sustainable consumption research. This means directing the discussion of celebritisation of global issues to sustainable consumption and exploring what are the processes by which celebrities affect sustainable consumption behaviour.