Green consumerism refers to making consumption choices based, at least in part, on environmental criteria. It is evident that green consumerism is on the rise: more individuals are recycling, utilising reusable shopping bags and water containers, and purchasing hybrid vehicles. However, some critics argue that green consumerism is paradoxical, suggesting that the very culture of consumerism is fundamentally at odds with environmental sustainability.

Whether green consumerism is indeed a contradiction depends largely on how we define it. There are two primary categories of green consumerism:

1. “Shallow” green consumerism. This involves consumers opting for “eco-friendly” alternatives without significantly altering their overall consumption levels.

2. “Deep” green consumerism: This approach not only involves choosing eco-friendly products but, more importantly, emphasises a reduction in overall consumption.

For example, a person engaging in shallow green consumerism might choose to buy a hybrid car instead of a traditional gasoline vehicle or select a shirt made from organic cotton rather than one produced with chemical pesticides. Conversely, those who practice deep green consumerism would consider taking public transportation instead of purchasing a car and would reflect on whether they truly need another shirt. In essence, shallow green consumerism focuses on substitution, whereas deep green consumerism prioritises reducing consumption.

It is important to note that individuals who buy so-called eco-friendly products in a way that ultimately increases their overall consumption, or who view these items as status symbols, cannot genuinely be regarded as practising green consumerism.