SMC Affiliated Work
School of Liberal Arts
Justice, Community, and Leadership
Publication / Conference / Sponsorship
Journal of Consumer Culture
This article applies social practice theory to study the emergence of sustainable consumption practices like bicycling among the new middle classes of Bangalore, India. I argue that expansions of bicycling practices are dependent on the construction of defensive distinctions,which I define as distinctions that draw equally on lifestyle-based and ethics-based discourses to normalize bicycling among Bangalore’s middle classes. With their environmental discourses and signage, middle-class cyclists make claims to being ethical actors and ecological citizens concerned about global environments. Their high-end bicycles and special gear enable them to maintain their social status in personal and professional circles, despite adopting what is an essentialized and stigmatized mobility practice in a social context where personal automobiles are a dominant symbol of respectability and propertied citizenship. These defensive distinctions are anchored in communities that facilitate social learning, skill-building, and the creation of collective identities. I highlight the importance of considering the role of ethical discourses in consolidating “low-status” social practices among “high-status” class fractions and discuss the implications of promoting sustainable consumption through the othering of the poor. By applying a social practice analytic to study middle-class bicycling practices, this article makes a significant contribution to the growing literature that investigates the applicability of practice-based approaches to environmental behaviors and sustainable consumption in a novel context.
Social practice theory, middle class, sustainable consumption, bicycling, India
Civic and Community Engagement | Curriculum and Social Inquiry | Inequality and Stratification
Open Access. Author Manuscript. Author permission to post in Saint Mary’s Digital Commons
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Anantharaman, M. (2017) “Elite and ethical: The defensive distinctions of middle-class bicycling in Bangalore, India.” Journal of Consumer Culture. 17 (3), pp. 864-886. https://doi.org/10.1177/1469540516634412
Anantharaman, Manisha. Elite and Ethical: The Defensive Distinctions of Middle-Class Bicycling in Bangalore, India (2017). Journal of Consumer Culture. 17 (3), 864-886. 10.1177/1469540516634412 [article]. https://digitalcommons.stmarys-ca.edu/school-liberal-arts-faculty-works/1