maybe I will not try to answer your question, but I will make you another question that maybe has a little bit of answer in it.

Firat & Venkatesh (1995) presents in their JCR paper differents approachs to postmodernism. They call themselves as the liberatory one. For Baudrillard, they call as critical one.

I will get one point, one of the characteristics that is present in both approachs - the reversal of production and consumption. For F&V (1995), this means that the consumer is free to consume, and while consuming, he is producing meanings. For Baudrillard, the same condition is seem through another lens. For him, people consume before produce because they are still paying for the good (the credit system). So, they are constricted by the market.

Now I ask you: Is F&V(1995) position, an agency position? Is Baudrillard position, a structure position?

It seems to me that to both question, the answer is yes.

Question again: but are these two visions self excludent?

My answer is no. We can have both in the same time, in the same context. So, in my opinion, the consumer isnt totally free, but at the same time, he isnt totally restricted.

We are free to help the planet, but we have just some options of helping it. We can help or not (agency), but how we can help is constrained by the structure (i.e. using a biofuel car, not using a car, using a bike, walking, etc.)