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

Dermody, Janine ORCID: 0000-0002-0399-398X, Koenig-Lewis, Nicole, Lifen, Anita and Hanmer-Lloyd, Stuart (2021) Critiquing a Utopian idea of Sustainable Consumption: A Post-Capitalism Perspective. Journal of Macromarketing. doi:10.1177/0276146720979148

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9117 Dermody, Koenig-Lewis, Zhao, Hanmer-Lloyd (2020) Critiquing-a-Utopian-idea-of-Sustainable-Consumption-a-Post-Capitalist-Perspective.pdf - Accepted Version
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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 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.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Macromarketing; Post-Capitalism; Sustainable Consumption; Utopia; Ecological Wellbeing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business
Research Priority Areas: Applied Business & Technology
Depositing User: Kate Greenaway
Date Deposited: 15 Dec 2020 15:25
Last Modified: 19 Jan 2021 11:15
URI: http://eprints.glos.ac.uk/id/eprint/9117

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