Myths on Political Consumerism and the ‘Real-World’-Shape of Sustainable Consumption

It has become almost of a commonplace both in academia and in the public to assume that political consumerism is a means to ‘buy’ a good conscience, while having only limited ‘real-world’ resonance. Studies from e.g. consumer psychology and behavioural economics fuel this image by pointing to evidence for how people who act sustainable in one moment engage in unsustainable activities afterwards. Likewise, the so-called ‘rebound effect’ that is being observed in economies worldwide, seems to support that image further. This contribution sets out to challenge the persisting criticism, dismantling the assumption that activities like political consumerism serve only to put responsibilities on the shoulders of individuals who are expected ‘to save the planet at home’, while in fact being trapped in a system in which they can (and want to) do little more than continuing with non-sustainable consumption patterns mantled in green. Relying on data from representative population surveys conducted in Germany (2014) and Sweden (2019), the paper shows that for most political consumers it is indeed about re-programming production and consumption – as well as the economic system and politics more in general – towards ecological sustainability. Specifically, the insights presented challenge three common critiques of political consumerism. First, looking at the activities that are associated with political consumerism, it stands out as a form of highly committed change making and major aspect of ‘real-world’ sustainable consumption. Second, whereas political consumerism is correlated with higher education and social class levels, citizens from all social backgrounds practice sustainability. They just do so through different forms of practices adjusted to their capabilities. Third, the discussion of political issues regarding consumption among individuals and their interpersonal encouragement to get involved in political and sustainable consumption are strikingly pervasive. Thus, political consumerism is not just something practiced by a middle-class in individualised societies, which strives to differentiate itself from others and feel good. Instead, political consumerism has real-world relevance and resonance, it grounds on political ambitions shared across social classes, and it seems to be spreading as something more than only a trend. Nonetheless, the paper ends with a critical reflection of the risk that political consumer ambitions are co-opted and instrumentalised by the dominant mantra of economic growth. Such mantra can dilute ambitions to live sustainably through the provision of greenwashed products and services, and through the continuation of countervailing policies. This, however, underlines the need to break away from prejudices towards political consumerism and recognise it as what it is: one way of committed individuals’ sustainable consumption practice and one means to spread the word of socio-ecological change and of actions towards promoting such change.