Change(K)now! project manager, Lead Researcher, Associate Professor Aija van der Steina with researchers from Vidzeme University of Applied Sciences Linda Veliverronena and Liene Ločmele (the study involved also researchers Barbara R. Burke, Nadezhda Sotirova, University of Minnesota, Morris, USA) presented a study on portrayal of reusable packaging in Latvian media at the 16th Conference on Baltic Studies in Europe (CSBE 2025) which took place in the University of Cambridge, UK, on 24-26 April 2025.
The presentation "Convergence of meanings: consumerism, sustainability, and Latvian media discourse on reusable packaging" explored how reusable packaging is portrayed in Latvian media. Through Critical Discourse Analysis, the study investigated the meanings tied to green consumption, sustainability, and circular economy as promoted by experts.
Key findings revealed that reusable deposit cups are framed not only as waste reduction tools but also as lifestyle markers and souvenirs, aligning with trends of eco-consumerism and "ecopiety"—a romanticized form of environmental responsibility. However, the presentation argued this media narrative risks reinforcing pseudo-circular behaviours and traditional consumerism rather than promoting real structural change.
The authors call for more critical and diverse discourse around sustainability, one that includes eco-design values, deeper circularity principles, and perspectives beyond the end-user. The study contributes to the broader discussion on how local media discourses shape public understanding of circular economy concepts and the challenges in moving beyond superficial environmental messaging.
More information about the conference
Vidzeme University of Applied Sciences
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