Can Inconspicuous Consumption Be Sustainable? Exploring the Potential for Eco-Friendly Consumption Choices

This conceptual paper investigates the underexplored connection between inconspicuous consumption and sustainable consumption. While these concepts have typically been studied in separate streams of literature, this paper examines how they may overlap in terms of underlying motivations and behavioral outcomes. Inconspicuous consumption, often characterized by subtlety and rejection of overt status signaling, may support sustainable practices. Drawing on theories such as cultural capital, identity theory and positive marketing theory, the paper argues that both inconspicuous and sustainable consumption are rooted in similar values. This study challenges the conventional view that frames inconspicuous consumption solely within the context of luxury. Instead, it repositions the concept to include a broader range of behaviors that may reflect or contribute to sustainability. This shift opens up new theoretical grounds by suggesting that inconspicuous consumption can be a pathway to sustainable lifestyles. The study offers important theoretical and practical implications. Theoretically, this study provides a more holistic perspective on consumption behavior by linking inconspicuous consumption to sustainability, thereby enriching both areas of literature. Practically, it would provide useful insights for marketers, policymakers, and advocates aiming to promote sustainable behavior. Rather than relying on overt pro-environmental messages, strategies that align with subtle social signals may be more effective. The paper’s contribution lies in bridging two important but previously disconnected areas of consumer research, offering a new lens on how sustainability may emerge through inconspicuous forms of consumption.