‘Green Consumption’ beyond mainstream economy: A discourse analysis

In contemporary society, green consumption is a popular concept. The life styles of people and consumption behaviors are moderated in accordance to the ‘green ideology’. The process of green consumption can be observed through social behaviors such as preference of bio foods, recycling, reusing, limiting the over consumption and using environmentally friendly transport systems. However, mainstream economic analyses on green consumption argued that consumer behaviors are due to the rational choice of individuality based on utility and self-preferences. The hypothesis of this paper on consumer behavior in green consumption is configured by discourses according to the discourse analysis.

Development of 18 Polymorphic Microsatellite Markers for Vinca minor (Apocynaceae) via 454 Pyrosequencing

• Premise of the study: Polymorphic microsatellite markers were developed in Vinca minor (Apocynaceae) to evaluate the level of clonality, population structure, and genetic diversity of the species within its native and introduced range. • Methods and Results: A total of 1371 microsatellites were found in 43,565 reads from 454 pyrosequencing of genomic V. minor DNA. Additional microsatellite loci were mined from publicly available cDNA sequences. After several rounds of screening, 18 primer pairs flanking di-, tri-, or tetranucleotide repeats were identified that revealed high levels of genetic diversity in two native Italian populations, with two to 11 alleles per locus. Clonal growth predominated in two populations from the introduced range in Germany. Five loci successfully cross-amplified in three additional Vinca species. • Conclusions: The novel polymorphic microsatellite markers are promising tools for studying clonality and population genetics of V. minor and for assessing the historical origin of Central European populations.