This thesis explores relationships between consumption and conservation, via a case study of North American conservationists. I conducted an online survey (n=24), and examined respondent statements about their own consumption and that of others. Here, I consider these within contexts of community messaging, and related literatures (political ecology; consumption studies; social marketing). Four key themes emerge: 1) a primarily negative association with the term consumption, which influences and limits engagements with consumption; 2) mixed messaging about some encouraged consumption (e.g. sustainable seafood is promoted within this community, but is debated by respondents and researchers); 3) over-confidence in information provision as key to changing consumer behaviour, despite evidence to the contrary; and 4) limited recognition of ISTCC community success and power with respect to promoting and benefitting from “consuming to conserve” activities. This thesis ends with academic and applied recommendations for more comprehensive engagements with intersections between consumption and conservation.
