Ermolaeva Yu.V. Transforming environmental agency and socio-ecological practices: an online ethnography of the eco-minimalism community. Sustainable development management. 2026. No. 3(64). Pp. 36-47.

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Abstract

This article examines the eco-minimalism movement in Russia through the lens of ecological subjectivity. It addressesthe transformation of consumer practices using online ethnography methodology, specifically analyzing discoursenarratives from VKontakte communities regarding entry into eco-minimalism, space organization, household man-agement, and environmental practices. Theoretical conceptualization was grounded in the Value-Belief-Norm theory,the sociology of social practices, and an examination of ecological subjectivity frames (awareness, motivation, newidentity, values, practices) within the eco-minimalism context. The results identified the structural core of minimalismas the intentional reduction of consumption and distinguished four ideal types: aesthetic, functional, philosophical-ethical, and ecological, differentiated by dominant practice elements. Entry trajectories into eco-minimalism aredriven by crisis triggers of life changes, followed by a shift in motivation from egoistic to biospheric values, despitestructural barriers (social environment, infrastructure). A five-stage model of environmental practices across theproduct life cycle was reconstructed: ranging from reflexive refusal and selection logic to resource efficiency, self-care, and sharing. It was established that eco-minimalism fosters a dual subjectivity, serving as both a tool for liber-ation from market dependence and a new form of identity. These practices demonstrate the potential to reduce an-thropogenic pressure through internal motivation towards qualitative growth, contrasting with the dominant con-sumer culture. At the micro-level, the Russian community demonstrates ideological integration into the global agendawhile emphasizing economic adaptation and situational sustainability amidst instability. This creates an infrastruc-ture for accessible eco-friendly living regardless of capital, confirming the movement's role as a foundationfor degrowth and justice-oriented social policy, independent of elitism or direct affiliation with the environmentalagenda, thereby opening opportunities for scaling practic