Mainstreaming green economy - legitimation of organic production and consumption (MainGreen)

MainGreen is a consortium project of three Finnish universities in which we examine organic consumption and production from multidisciplinary perspectives. The main interest of the project is particularly in the social processes that have contributed to the mainstreaming of organic production of consumption. The project combines perspectives from management, marketing, sociology and ecology and can be conceptualized as a path-breaking project in its attempt to combine ideas from evolutionary psychology and cultural theory to open up new internationally and nationally relevant viewpoints that contribute to our understanding how can we mainstream green and sustainable lifestyle and practices.