The standard form under pressure? On the ecological reconfiguration of product presentation using the example of consumables

Abstract

This article provides a framework for analyzing valorizations and justifications for ecologically sustainable everyday products. By drawing on theoretical arguments from the French neo pragmatist approach of economics of conventions, especially the idea of enrichment, we develop a typology of valorizations that distinguishes between analytic and narrative presentations. A qualitative empirical analysis of green alternatives to standard consumables, such as coffee, textiles or hygiene products, is used to help explain the strategies by which sustainable products are placed and marketed. We state that sustainable product presentations use a range of established forms of valorization that also affects the justification of their often-higher prices. We conclude that the standard form of consumables comes under pressure while capitalist actors appear to incorporate the growing ecologic critique with a set of ecologic enrichments.