In developing countries, sustainability is about moral responsibility and community, while in developed countries it is a matter of individual choice

The study, Sustainable Consumption in Context: A Cross-Cultural Study of Social Representations, examines how consumers in developed and developing countries perceive sustainable consumption of food products and how this is influenced by local contexts.

Sustainable food consumption is key to reducing negative impacts on the environment and ensuring long-term food security. Despite global efforts to promote sustainable practices, there are differences in perceptions between countries. Understanding these differences is essential for designing effective policies and strategies that take into account specific cultural and socio-economic factors.

A key finding of the survey, which covered consumers in 10 countries, is that the importance of sustainability is not universal. In wealthier countries, people associate it with concrete actions and lifestyles, such as buying organic products, vegetarianism or recycling. In developing countries, people associate sustainability more with moral responsibility and community and expect the state to lead change, while in developed countries sustainable consumption is more a matter of individual choice.

The findings also show that consumers see a number of barriers to sustainable consumption, such as:

• the high cost of sustainable products, 
• lack of information on alternatives
• and scepticism about the real benefits of sustainable choices.

The research shows that global sustainability norms intersect differently with local contexts, which can reduce the effectiveness of one-size-fits-all approaches. What does this mean for the future? If we want more people to adopt sustainable practices, we need to think about how to bring them to different groups. Taking into account local values, habits and social and economic circumstances is key.

The research Sustainable Consumption in Context: A Cross-Cultural Study of Social Representations was conducted by Prof. Dr. Urša Golob Podnar and Prof. Dr. Klement Podnar from Centre for Marketing and Public Relations.  

Photo: Brett Wharton, Unsplash