FROM WASTE TO WORTH: REUSABLE PACKAGING AS A SITE OF IDEOLOGICAL STRUGGLE OF MEANING AND PRACTICE IN LATVIA AND THE US

Authors

  • Liene Ločmele Vidzeme University of Applied Sciences, Valmiera, Latvia (LV)
  • Aija Van der Steina Vidzeme University of Applied Sciences, Valmiera, Latvia (LV)
  • Linda Veliverronena Vidzeme University of Applied Sciences, Valmiera, Latvia (LV)
  • Barbara Ruth Burke University of Minnesota Morris, Morris, USA (US)
  • Nadezhda Sotirova University of Minnesota Morris, Morris, USA (US)

DOI:

https://doi.org/10.35363/ViA.sts.2025.122

Keywords:

circular economy, media discourse, Latvia, USA, reusable cups

Abstract

The media plays a pivotal role in shaping and promoting ecopiety — displaying environmental virtue, often expressed through personal lifestyle changes, consumer choices, or symbolic acts to show one’s ecological awareness and commitment (Taylor, 2019). “Green media” frequently endorse this form of environmental virtue, while the audience looks up to experts in “green lifestyle” who use the media as a platform for spreading relevant and effective advice on sustainable consumption practices. Thus, some experts struggle to transition from an older mindset of a linear economy, focusing on one aspect of sustainable behavior, to adopting a more modern circular mindset that involves scrutinizing the role and impact of a specific activity in light of the entire product life cycle.

Our study investigates this problem by deconstructing the “expert talk” on green consumption, sustainability, and the circular economy. The study is informed by the following research questions: (1) What is the discourse on the use of reusable dishes; (2) What meanings are associated with green consumption, sustainability, and the circular economy that “experts” promote; and (3) In what ways do these meanings create ideological inclinations of capitalism, consumerism, sustainability, recycling, and a circular economy.

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Published

04.11.2025

Issue

Vol. 3 (2025): SOCIETY. TECHNOLOGY. SOLUTIONS. Abstract Proceedings of the 5th International Scientific Conference.16.10.2025.

Section

Resilient and Circular Economy

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Ločmele, L., Van der Steina, A., Veliverronena, L., Burke, B. R., & Sotirova, N. (2025). FROM WASTE TO WORTH: REUSABLE PACKAGING AS A SITE OF IDEOLOGICAL STRUGGLE OF MEANING AND PRACTICE IN LATVIA AND THE US. SOCIETY. TECHNOLOGY. SOLUTIONS. Proceedings of the International Scientific Conference, 3, 33-34. https://doi.org/10.35363/ViA.sts.2025.122