Our project examines stigma removal (that is, destigmatization) and legitimation of proenvironmental business and consumer behavior. Due to the ideological ties and proenvironmental businesses’ potentials of posing a fundamental challenge on dominant industries and social norms, proenvironmental businesses and their main actors can face negative labeling. It is vital to understand how such negative labeling could be reversed in order to enable the growth of businesses which target on environmental betterment.

Since stigmatization arises from psychological and socio-cultural issues, we seek to bring forth new avenues by combining neuropsychology with cultural studies.

The ELPIS project is a continuation of our earlier project called MAINGREEN (Mainstreaming green economy). In this project, we examined how organic farming has gained legitimacy in Finland, what role the early pioneer farmers played in the process and how organic consumption works as status signalling.