Journal article 355 views 94 downloads
Critiquing a Utopian idea of Sustainable Consumption: A Post-Capitalism Perspective
Journal of Macromarketing, Volume: 41, Issue: 4, Start page: 027614672097914
Swansea University Author: Anita Zhao
PDF | Version of Record
©2021 Author(s). This article is distributed under the terms of the Creative Commons Attribution 4.0 LicenseDownload (290.5KB)
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...
|Published in:||Journal of Macromarketing|
Check full text
No Tags, Be the first to tag this record!
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 post-capitalism 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.
climate change, commons-centric post-capitalism, materialism, neoliberalism, peer-to-peer economy, perceived consumer effectiveness, pro-environmental behaviour, social consumption motivation, sustainable development goals (SDGs)
School of Management