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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
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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...
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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)
Faculty of Humanities and Social Sciences