Sustaining Change: Unravelling the Socio-cultural Threads of Sustainable Consumption

This paper explores the relationship between socio-cultural factors and sustainable consumption, aiming to uncover the elements that contribute to long-term change in consumer behaviour. Sustainable consumption is recognized as a crucial aspect of achieving global sustainability goals, encompassing social, economic, and environmental dimensions. The study focuses on three key socio-cultural factors: social norms, cultural values, and social influence processes. Social norms strongly influence behaviour, as individuals conform to gain social acceptance and avoid sanctions. Aligning consumption choices with perceived norms helps individuals maintain social approval and avoid being seen as deviant. Understanding how social norms are established, transmitted, and reinforced is vital for effective promotion of sustainable consumption. Cultural values provide shared meanings that guide behaviour. Certain values, such as those emphasizing environmental protection and social responsibility, foster pro-sustainability attitudes and behaviours. Conversely, values emphasizing materialism and short-term gains hinder sustainable consumption. Exploring cultural diversity and context-specific influences sheds light on consumption patterns across societies. Social influence processes, including peer pressure and the desire for social belonging, play a significant role in driving sustainable consumption. Individuals are influenced by their social networks, such as family, friends, and opinion leaders, aligning their choices with those around them. Understanding the dynamics of social influence, including communication and social media impact, informs strategies to promote sustainable behaviours. Examining the durability of socio-cultural influences is crucial for long-term change. Research should focus on information dissemination, social learning, role modelling, and innovation diffusion mechanisms. By understanding these socio-cultural threads, interventions and strategies can be developed to encourage sustainable lifestyles and foster lasting change at individual, social, and cultural levels.