Abstract
This chapter problematizes the dominant viewpoint of sustainable consumption as a personal and voluntary act by arguing that such a conceptualization makes individuals appear responsible for complex, systemic issues and then limits individuals to respond solely as consumers. We argue that environmental policy solutions based on this dominant conception are limited and we make a case for a more promising conceptualization of green consumption: the ‘social practice approach.’ Social practices analyze patterns of behavior rather than individual acts, recognizing that individual characteristics are in constant dialogue with structural arrangements. This chapter provides commentary on the limitations of the individualistic approach, an overview of how social practice theory is an improved conceptualization of sustainable consumption, and argues that social practice theory can rejuvenate environmental political discourse.
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