Ellectrananda Anugerah Ash-Shidiqqi, Muhammad Akmal Habib, Nurul Hikmah, Farida Prima Pratista, Peppy Marwinata, Mutiara Dwi Sari
The discourse on environmental sustainability has increasingly been shaped by capitalist narratives that repackage ecological responsibility into consumable commodities. One prominent example is the widespread promotion of the iron straw as a symbol of eco-conscious living. Marketed as an alternative to single-use plastics, the iron straw represents more than a practical too to embodies the propaganda of environmental capitalism, where systemic ecological crises are reduced to individualized consumer choices. This study critically examines how the iron straw functions as a cultural and economic product that shifts the burden of responsibility from industries and governments to individuals. By analyzing its symbolism, marketing strategies, and reception within global environmental movements, this paper reveals that the iron straw’s popularity reflects the commodification of sustainability, creating a paradox where consumption is framed as the primary path to ecological salvation. The findings highlight the limitations of such consumer-driven solutions, urging a reorientation toward structural policy reforms and collective actions that address environmental degradation at its roots. Ultimately, this research argues that while the iron straw may raise environmental awareness, it simultaneously risks perpetuating a superficial form of “green capitalism” that obscures deeper socio-political dimensions of ecological justice. © The Authors, published by EDP Sciences.
Faculty of Law, State University of Surabaya, Indonesia; Faculty Of Social, Economic and Religious Studies, University Muhamamdiyah Malaysia, Malaysia
