Social norms and (un)sustainable consumption

Abstract

Cultural norms regulate consumption norms in many different ways and thereby strongly influence the sustainability of the consumption pattern. Cultural norms are learned through social learning, in childhood and throughout life. The human drive to compare oneself to others also drives consumption aspirations. Unsustainable consumption is often supported by social norms. In order to adopt more sustainable alternatives, most people need other people demonstrating them as social proof. When a “critical mass” has adopted a new behaviour, a social tipping point may be reached, leading to a rapid change of the dominant social norm.