Critiquing a Utopian Idea of Sustainable Consumption: A Post-Capitalism Perspective

Abstract

This paper proposes and critiques the idea of a post-capitalism sustainable consumption utopia to improve the ecological and human wellbeing of the planet. Such a notion can stimulate new imaginative thinking on a future sustainable world not dominated by neoliberalism. It can also strengthen SDG-12: responsible consumption and production. To do so, it examines the influence of pro-environmental self-identity, market-based barriers, and knowledge barriers on sustainable consumption buying, product lifetime extension, and environmental activism. Survey data was collected via online panels in Sweden (n=504) and the USA (n=1,017). Richly varied and complex findings emerge supporting the merit of this utopian idea. In particular, the importance of pro-environmental self-identity. This study illustrates how the post-capitalism notions of radical incrementalism and people power can initiate change using the civic, political, and environmental activism in sustainable consumption behaviours. Emerging implications for the viability of SDG-12 are also considered. This work offers rich opportunities for further research.

Love Luxury, Love the Earth: An Empirical Investigation on How Sustainable Luxury Consumption Contributes to Social-Environmental Well-Being

“…While the luxury market grows, public concern for the environment and climate change is at an all-time high. New approaches are needed to address the ecological problems at the macro-level as detailed in The United Nations (UN) 2030 Agenda for Sustainable Development through the Sustainable Development Goals (Dermody et al 2021). Firms are adjusting their practices to meet social and environmental standards, a critical macromarketing issue (Sheth and Parvatiyar 2021).…”

“…As concerns for global warming and the environment grow, sustainable consumption can minimize the environmental effects of consumption (Ozdamar Ertekin and Atik 2015). Macromarketing scholars have called for a new vision of a sustainable world (Dermody et al 2021). Marketers must consider responsible approaches to producing sustainable products that will build sustainable societies (Sheth and Parvatiyar 2021).…”

The influence of voluntary simplicity and environmental activism on sustainable fashion purchase intention

“…As already suggested by Knopman et al (1999), environmental activists are aware that they can be part of the solution with practices that protect the environment, this recognition being the motivational force that drives them in the search of this solution. Thus, environmental activism can lead individuals to understand ecologically correct consumption as the focus of their decisions (Dermody et al , 2021) and be attracted to sustainable fashion consumption, which is observed in this investigation. And, although not the focus of this study, but considering the presented reference on environmental activism (Knopman et al , 1999; Bianchi and Birtwistle, 2012; Tam and Chan, 2018), it is possible to point out that this type of consumption can be adopted as part of its principles and not as a fad.…”

How are consumer behavior and marketing strategy researchers incorporating the SDGs? A review and opportunities for future research

“…In terms of methodology, the majority of the articles reviewed are empirical, suggesting the need for conceptual and theoretical articles to shape thinking in the field (see Dermody et al, 2021). Furthermore, many of the studies adopted traditional marketing theories and frameworks in engaging with the SDGs, whilst, very few studies adopted unconventional theories (e.g.…”