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Sustainable Consumption in Context: A Cross-Cultural Study of Social Representations

Author

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  • Franzisca Weder

    (Department of Business Communication, Vienna University of Economics and Business, 1020 Wien, Austria)

  • Urša Golob

    (Faculty of Social Sciences, University of Ljubljana, SI-1000 Ljubljana, Slovenia)

  • Klement Podnar

    (Faculty of Social Sciences, University of Ljubljana, SI-1000 Ljubljana, Slovenia)

Abstract

This study explores how consumers in developed and developing countries perceive sustainable food consumption and how these perceptions are shaped by local contexts. Using the theory of social representations, which frames sustainability as a system of values, ideas, and practices, we conducted a mixed-methods analysis of data from online focus groups in ten countries. The results reveal significant differences between sustainability frontrunners in developed countries and consumers in developing countries. Consumers in developed countries focus on immanent representations, linking sustainability to concrete practices such as recycling, buying organic products, and brand awareness. In contrast, consumers in developing countries adopt more transcendent views, emphasizing moral responsibility, tradition, and collective well-being, and often expecting government regulation to drive change. Barriers such as high cost, lack of knowledge, and skepticism reflect underlying socio-economic inequalities, particularly in developing contexts. The study highlights how global sustainability norms interact with local realities, revealing mismatches that limit the effectiveness of universal approaches. These findings underscore the need for context-sensitive policies and strategies that address local barriers while remaining consistent with global sustainability goals. More broadly, this research underscores the necessity of culturally tailored approaches to promote equitable and inclusive socio-ecological transformations.

Suggested Citation

  • Franzisca Weder & Urša Golob & Klement Podnar, 2025. "Sustainable Consumption in Context: A Cross-Cultural Study of Social Representations," Sustainability, MDPI, vol. 17(4), pages 1-19, February.
  • Handle: RePEc:gam:jsusta:v:17:y:2025:i:4:p:1531-:d:1589747
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    References listed on IDEAS

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    1. Oscar Ortiz-Regalado & Mary Llamo-Burga & Nelson Carrión-Bósquez & Harum Chávez-Gutiérrez & Wilson Guerra-Regalado & Iván Veas-González & Wilfredo Ruiz-García & Cristian Vidal-Silva, 2024. "Unveiling Millennials’ Perceptions of Organic Products: A Grounded Theory Analysis in Ecuador and Peru," Sustainability, MDPI, vol. 16(12), pages 1-16, June.
    2. Asheer Ram & Warren Maroun & Robert Garnett, 2016. "Accounting for the Bitcoin: accountability, neoliberalism and a correspondence analysis," Meditari Accountancy Research, Emerald Group Publishing Limited, vol. 24(1), pages 2-35, April.
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