Can our dollar Bills be green?: A study on the formation and negotiation of identities around green consumerism in Singapore

Abstract

With rising awareness of the importance and proactiveness of stakeholders (i.e., consumers, state, businesses, etc.) in environmental protection, it is crucial to explore and analyse the possible factors and processes that go into creating green identities. By using state-led ecological modernisation and processual theory of identity formation as a basic theoretical framework, the paper highlights an interrelated network of economic, technological, and social factors influencing individuals to make eco-friendly decisions. Through responses from an online survey form targeting green consumers and interviews conducted with green business owners, a multi-perspective approach is taken to understand the different outlooks these stakeholders have on the current efforts and initiatives towards environmental responsibility and sustainability. Despite recognising their role in sustainability, factors like financial limitations, regulations, and cultural norms (i.e., pragmatism) continue to act against effective collaboration and understanding between and within stakeholder groups. For example, while the majority of participants express the desire to be more eco-friendly, many are unable to incur additional financial costs to engage in green practices effectively. This research provides preliminary insights into green identities in Singapore.