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“My roots are green”: a phenomenological discourse on intergenerational green motherhood in non-Western consumption contexts

Nadia Umair Ansari (Department of Management Sciences, Iqra University, Karachi, Pakistan)
Muhammad Zaki Rashidi (Department of Management Sciences, Iqra University, Karachi, Pakistan)
Kashif Mehmood (Department of Management Sciences, Bahria University – Karachi Campus, Karachi, Pakistan)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 13 September 2022

Issue publication date: 2 January 2023

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Abstract

Purpose

This paper aims to describe the lived experiences of modern urban mothers in Pakistan as they navigate shared motherhood responsibilities with family elders. This paper brings to light their feelings, fears and ambitions towards safeguarding the environment for the future of their children, by reconciling ancient traditions of their female elders with contemporary sustainable consumption practices.

Design/methodology/approach

This phenomenological study explores lived experiences of urban mothers through in-depth personal interviews. Their discourse explores sharing childcare responsibilities with family matriarchs, negotiating “green” parenting strategies between intergenerational parenting partners.

Findings

Navigating life through the intersections of modernity and tradition and ethical choices and consumerism, urban mothers integrate wisdom of their ancestors into their modern lives to mitigate the environmental degradation of today.

Originality/value

This study sheds light on a unique genre of green mothers, termed as the traditionally green eco-mom, which allows modern mothers and their female elders to synchronously adopt sustainable childcare behaviours that overcome intergenerational barriers by reconciling contemporary lifestyles with traditional wisdom.

Keywords

Citation

Ansari, N.U., Rashidi, M.Z. and Mehmood, K. (2023), "“My roots are green”: a phenomenological discourse on intergenerational green motherhood in non-Western consumption contexts", Qualitative Market Research, Vol. 26 No. 1, pp. 19-36. https://doi.org/10.1108/QMR-02-2021-0017

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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