From consumers to prosumers, being green in the digital society

The rise of green consumption has gained interest in contemporary society. It portrays a positive perspective of consumerism in the sense that it increases the value of production without using traditional commercial mechanisms that are tied to marketing. The concept of Green Marketing 2.0 resides in the application of models that are a premise for a systematic change; a change, rather, in an attempt to overcome the contra- dictions that lie within temporary marketing. Man and nature have always lived in a symbolic yet conflicting relationship. The ecological theory, in foundation, is to accompany biological evolution to the growth of historical practices of man. This is the natural way of environmental living: to consume without waste, to utilize without damaging, to progress without to destroying. It is all lived and practiced within a timed cycle, where there exists a founder and a bringer of rituals that respects the sustainability of the resources. The problem of this ideology is the concept of power, where the culture of the western hemisphere has, for a long time, been based on the Darwinian notion of natural selection and the capacity of adaptation to the establishments of modern species. The central themes of political debate and of marketing have become the social responsibility of business, the environmental impact of the model of growth, the reflections on de-growth (Latouche 2011) and sustainable growth, and the movements of critical consumers; constraining politics, business, and the distribution to reason in terms of authentic green marketing and not only of its simulations.