Conspicuous Sustainability : Harnessing the potential of the social economy in order to acheive sustainability goals

Conspicuous consumption is a form of economic behaviour in which social pressure influences consumption decisions. Considering the current understanding of the detrimental ecological impact of excessive consumption practices, this paper overviews the potential to lessen wasteful consumption trends by utilising conspicuous consumption. This paper overviews research into this phenomenon, commencing with Thorstein Veblen’s work at the end of the nineteenth century. Combining this with research from sociologist Pierre Bourdieu, this paper suggests potential indicators of sustainable consumption tendencies, including personality traits and group dynamics. The empirical aspect of this study successfully replicates the findings of a recent investigation into conspicuous consumption; that is, that consumption increases when conducted in public and income is linked to status. This study has been updated to include various aspects of sustainability behaviour and knowledge and has found trends associated with students of sustainability in Uppsala, Sweden. Furthermore, this paper suggests that the encouragement of conspicuous forms of sustainability could inspire sustainable consumption trends, or potentially lead to a reduction of overall consumption. Finally, this paper makes recommendations for policy makers in order to encourage social sustainability practices, building upon nascent movements such as 'Flygskam' ('Flight Shame') and successful anti-smoking strategies