Going Green

'GOING GREEN'? Nomadic Consumer's Paradoxical Journey Towards Sustainability

This study shows how digital nomads navigate the paradoxes of liquid consumption—(de-)materialization, acceleration/deceleration, and (de-)consumption—in their pursuit of feeding the narrative of environmentally sensitive travelers.

Analysis of in-depth interviews and Instagram posts reveals that nomadic consumers reconcile these tensions by adopting rationalizing and fragmenting strategies.



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