Creative Work, Ecopreneurship and Sustainable Lifestyles

We take our empirical and theoretical starting point in the practices of ecopreneurship in the making of marine markets. Seaweed has gained renewed relevance in the wake of a growing interest in alternative production and consumption. This coincides with a widespread interest in the environment and the production of sustainable lifestyles. In this context, there are a number of women entrepreneurs who, for various reasons, have chosen to invest their time and work in seaweed. The making of seaweed as a valuable resource takes place, and makes sense, in specific settings. Seaweed is related to different kinds of values and narratives depending on context. To gain a deeper understanding of how these ecopreneurs cope with tensions between different values, we set out to analyse the performative dimensions of a number of ideological narratives. The production of seaweed as a sustainable resource involves sensemaking processes, shaped as scenes and storylines that carry a specific meaning. In the process of sensemaking different seaweed stories are produced and re-produced as narratives. What kind of stories and practices are activated in the making of a sustainable and creative lifestyle? How is seaweed performed and described as a significant resource in green entrepreneurial practices?.