An ecofeminist analysis of environmentally sensitive women using qualitative methodology: The emancipatory potential of an ecological life

Using depth interviews and observations, the authors empirically examine ma rket activities of women who care deeply about nature. Interpreted in the l ight of ecofeminist theory, the data suggest that these women are forging a n ecological self that affects their view of consumption and the marketplac e. Leading ecological lives, the women challenge traditional notions of fem inine consumption and are a force for change in their relationships with fa mily, friends, tire workplace, and the community. These data dispute conven tional notions of environmentalism and green consumption; they, support and extend an ecofeminist notion of the ecological self as a nondominating pat h of change. The authors outline implications for relevant stakeholders.