Hidden Mountain

  title={Hidden Mountain},
  author={Edd de Coverly and Pierre McDonagh and Lisa O’Malley and Maurice Patterson},
  journal={Journal of Macromarketing},
  pages={289 - 303}
This article considers the neglected area of disposition, the nature of our relationship with waste. Marketing tactics are complicit in a throwaway culture, so how can we better theorize our relationship to waste? The authors submit that to maintain control, we are encouraged to keep waste in its place—out of sight and out of mind. This is achieved through systemic smoothing mechanisms such as our socialization against waste, the role of trash cans, and the work of garbage collectors. By… 

"They were built to last": Anti-consumption and the materiality of waste in obsolete buildings

Previous consumer research on waste has prioritized disposable and low-involvement possessions. The authors extend scholarship into the context of obsolete buildings as a means to better engage with

Excessive ... but not wasteful? : exploring young people's material consumption through the lens of divestment

Recent decades have been marked by growing awareness of the need for more sustainable consumption across society. Young people have been identified as well-placed to drive new (sustainable) modes of

Waste, Art, and Social Change

Films and documentaries can be highly useful pedagogic and research tools. They take complex topics that are theoretically and empirically rich and distill them into vehicles having the potential to

Laying Waste Together: The Shared Creation and Disposal of Refuse in a Social Context

This article examines how a shared object—trash—is managed through a field study of its generation and disposal within a public setting. Collaboration around trash, examining ownership,

Characterising elements of practice: the contours of altruistic material divestment

This paper seeks to further contribute to the existing body of literature on social practice theory, by discussing the designed divestment practices of charitable donation of clothing and durable

“They Were Built to Last”: Anticonsumption and the Materiality of Waste in Obsolete Buildings

Previous consumer research on waste has prioritized disposable and low-involvement possessions. The authors extend scholarship into the context of obsolete buildings to better engage with the complex

Politicising the study of sustainable living practices

ABSTRACT In studies of consumption, social theories of practice foreground the purchasing and use of resources not for intrinsic pleasure but rather in the routine accomplishment of “normal” ways of

Is it food or is it waste? The materiality and relational agency of food waste across the value chain

ABSTRACT Food waste has serious economic and environmental repercussions, and there is growing policy attention to this issue in Canada. This study investigates how the material characteristics of

Trash Talk: Fee Evasion and Techniques of Neutralization by Older Women in Response to Rising Garbage Collection Fees

Trash and crime are not ordinarily mentioned in the same breath, but rising costs to dispose of rubbish are leading some to engage in criminal behavior. Costs for rubbish disposal have become much

Constructively Engaging Exploitive Waste Management in India: The Case of Paryavaran Mitra and its Justice Motivated Effort at Empowering Rag-Picking Women

Constructive Engagement (CE) aims at developing sustainable and equitable marketing systems that ensure collective well-being. This paper reflects on an initiative that constructively engages with



The Sustainability of “Sustainable Consumption”

This article examines the limitations of the concept of sustainable consumption in terms of the inadequate attention given to the social, cultural, and historical contextualization of consumption.

Rubbish Theory: The Creation and Destruction of Value

How do objects that have lost their value become valuable once again? Rubbish is something we ignore. By definition we discard it, from our lives and our minds, and it remains outside the concerns

The dustbin: A study of domestic waste, household practices and utility services

Abstract Although an intrinsic part of our everyday routines, the dustbin's role as a mediator of changing waste practices has rarely been considered. As bins become reconfigured as environmental

Sustainable Consumption in the United Kingdom: The “Responsible” Consumer and Government at “Arm’s Length”

The project of “sustainable consumption” encompasses broader concerns about how individual well-being and quality of life have been superceded by the quest for sustained economic growth. In 1999, the

An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products

Packaging is a major contributor to the escalating solid waste stream. This paper presents results of a study that attempts to determine variables which can be used to discriminate between groups

Reflections and Reviews Consumer Culture Theory (CCT): Twenty Years of Research

This article provides a synthesizing overview of the past 20 yr. of consumer research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption. Our aim is to

The Discourse of Western Marketing Professionals in Central and Eastern Europe: Their Role in the Creation of a Context for Marketing and Advertising Messages

It is principally through western media and marketing professionals that new, `capitalist' and market discourses have been brought to the former centrally planned economies of central and eastern

Adversaries of Consumption: Consumer Movements, Activism, and Ideology

This article focuses on consumer movements that seek ideological and cultural change. Building from a basis in New Social Movement (NSM) theory, we study these movements among anti‐advertising,

A Comparative View of Public Policy Toward Distribution

Describes key developments in public policy towards the distributive sector in various socio‐economic contexts. Attempts to explain its evolution in terms of the changes in economic structure and

Corporate identities on the web: An exercise in the construction and deployment of 'morality'

Exploring a company web site, for how a socially responsible identity is constructed, enables an investigation of interaction between hegemonic discourses, which operate internally and externally to