Abstract
Environmental degradation is one of the main challenges facing the modern world. Transition to sustainable development is often cited as a strategy to contain the situation. Arguably, nation-states cannot manage this shift alone. Therefore, individuals are urged to participate in the process of transition to sustainable development by acting sustainably in their capacity as consumers and citizens. Sustainable consumption is an essential way for consumers to contribute to sustainable development. This article examines the roles that the creative input of consumers in the zero-waste brand community on Facebook might play for consumers. The focus is placed on the two theoretical possibilities: manifestation of environmental citizenship and means of self-expression. Drawing on the ideas of individualisation of responsibility and political consumerism, the article explores the creative input of consumers in the zero-waste brand community as a potentially political form of advocacy for sustainable consumption and development. The article concludes that the creative input of consumers in the zero-waste brand community might be viewed as an impact-oriented pro-environmental behaviour, whose role is a combination of manifestation of environmental citizenship and means of self-expression. As such, it fits better with the framework of depoliticised alternative hedonism than political consumerism.