Konstruksi Identitas Naratif Konsumen Hijau dalam Gaya Hidup Nol Sampah
DOI:
https://doi.org/10.22219/satwika.v8i2.33163Keywords:
consumer culture, identity, narrative, zero waste lifestyleAbstract
Di tatanan masyarakat kontemporer, aktivitas konsumsi hijau dalam gaya hidup nol sampah berimplikasi pada pembentukan identitas konsumen. Menurut teori budaya konsumen, hal ini disebabkan nilai simbolis dan nilai kultural dari aktivitas konsumsi. Artikel ini bertujuan menjelaskan konstruksi identitas konsumen hijau di Kota Bandung dalam penerapan gaya hidup nol sampah di kehidupan sehari-hari. Untuk memahami konstruksi tersebut, artikel ini menggunakan metode wawancara life story yang akan dianalisis berlandaskan konsep identitas naratif dan teori processual identity. Informan terdiri dari lima pelanggan Toko Organis YPBB—suatu toko curah yang berfokus pada edukasi prinsip nol sampah. Penelitian ini menemukan dua dimensi dalam proses konstruksi identitas konsumen hijau. Pertama adalah dimensi refleksi yang menjelaskan afirmasi diri sebagai bentuk peneguhan identitas yang ditempuh lewat aktivitas konsumsi hijau. Kedua adalah dimensi interaksi sosial yang menampilkan negosiasi identitas di arena sosial informan. Artikel ini berargumen bahwa pola konsumsi dalam gaya hidup dapat menegaskan identitas seseorang melalui apa yang orang lain persepsikan dan yang orang itu refleksikan tentang dirinya sendiri.
In contemporary society, green consumption activities on zero waste lifestyle imply consumer identity construction. Based on consumer culture theory, it happens due to the symbolic and cultural values from the consumption act. This article aims to explain the construction of a green consumer identity in Bandung on zero waste lifestyle implemented in everyday life. This article uses life story interview method and then will be analyzed by narrative identity concept and processual identity theory. The informants consist of five YPBB Toko Organis customers—it is a bulk store where people can learn about the zero waste principle. This research finds two dimensions of the green consumer identity construction process. First, the reflection dimension explains self-affirmation as a form of identity assertion through green consumption activities. Second, the social interaction aspect which displays identity negotiation processes in one social arena. This article argues that consumption schemes in a lifestyle affirms one’s identity through what others perceive and what one reflects about oneself.
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