Consuming Less as a Rational Choice: A Review of Applied Social Exchange Theory in Topical Research on Sustainable Consumption

Along with a fast expansion in volume, research on sustainable consumption is confounded with inconsistencies in definitions and terminology. For a better categorization and thus utilization of the knowledge already accumulated in the field, a synthetic approach outlining conceptual differences and commonalities within the multitude of research appears useful. Contributing to this conceptual approach, this article pursues the role of the paradigm of rational choice in topical (2019 – 2023) research on sustainable consumption. By way of a theory-based review, the particular areas of sustainable consumption research in which social exchange is applied are scrutinized, highlighting specific structures and inclinations in terms of the history of ideas. The findings point out a preference towards the sociological take on social exchange theory (as opposed to the socio-psychological) and demonstrate that the application of social exchange theory is significant particular in research on sharing economy. On the other hand, no application of social exchange theory in areas of sustainable consumption like minimalism, downshifting or voluntary simplicity could be documented