Zero-Waste Instagram Communities: A Thematic Analysis Of Zw Activities Through The Lens Of The Lifestyle Movement Framework

This article is a first step in the examination of the structure, function, and practices of online zero waste (ZW) communities. The article explores the ZW activities and strategies that members of five ZW Instagram communities employ via a thematic analysis of 2,000 member comments across these communities through the lens of the lifestyle movement framework. The analysis revealed seven broad categories of activity and 39 individual ZW activities. The comments suggest that the ZW lifestyle encompasses people's everyday practices and consumption and that members engage in private and ongoing actions that interweave into their daily lives.