Ashes to Ashes or Ashes to Coral? Alternatives to Traditional Burial Rituals and Their Implications for Consumption, Ritual Transformation, and Sustainability

This paper seeks to understand how consumers relinquish traditional rituals and opt for more sustainable alternatives. Sustainable burial options are examined to highlight shifts from traditional funerary services to alternative services. Interview data exhibits seven emergent themes that illuminate ritual value, ritual transformations, and their impact on consumption.