Feminised concern or feminist care? Reclaiming gender normativities in zero waste living

Growing awareness of environmental issues and their relation to consumption patterns has given rise calls for sustainable across the globe. In this article, we focus on zero waste lifestyle movement, which targets high-consumption households in Global North as a site change phasing out global supply chains. Our article is concerned with asking how gender household sustainability are mutually constituted movement. We establish an analytical tension between understanding living further intensification feminised responsibility people planet offering potential transformational – concern or feminist care. Through qualitative content analysis 10 most influential blogs globally, show five rules conduct refuse, reduce, reuse, recycle, rot guide consumers towards everyday situated engagements waste. Organised by three cross-cutting themes communing nature, organising time, spending money present normativities these call into being reconfiguring domestic activities such cooking, cleaning, grocery shopping. discussion, draw implications living’s emerging, contradictory normativities, while recalling political economy it situated, namely neoliberal, postfeminist landscape. identify continued feminisation responsibilities that uncontested but also explore progressive waste-free bring collective, naturecultural worlds part labour.