Abstract
This chapter explores contemporary spiritual practices pertaining to the neo-pagan community and the burgeoning growth of green witchcraft, a form of magic revolving around the natural world. Green witchcraft has proliferated in recent years, reflecting growing cultural interest in environmental concerns, nature-based spiritualities, and personalised spiritual practices. An abundance of books and online platforms explore the topic, as do an astonishing array of podcasts, blogs, and vlogs. Influencers and communities encourage the celebration of nature, and the empowerment of young practitioners to follow their own paths, offering followers a tantalising antidote to contemporary over-consumption and consumerism. Consumer research has theorized how individuals derive meaning from a plethora of ritual types; however, relatively little is known about the personalisation of spiritual rituals, and how it intersects with consumer culture. The chapter explores the question: in what ways are green witches personalising their ritual practices, and how do these intersect with consumer culture? We draw on a netnographic study of green witches’ communities, texts, and practices, interpreting three ways they personalize their spiritual rituals: 1) spatializing spiritual practices; 2) foraging for ritual objects; and 3) spellbinding initiatives. We conclude discussing how green witch rituals intersect with feminist spiritualities, environmentalism, consumption, and identity.
Original language | English |
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Title of host publication | Rituals, Consumption and Marketing: A Research Companion |
Editors | Cele Otnes, Tina Lowrey |
Publisher | Routledge |
Publication status | Accepted/In press - Sept 2025 |