Is sustainable already "normal"? Sustainability as a consumption compass and self-moralisation in dealing with consumer goods

Franzisca Weder, Renate Hübner, Denise Voci

Publication: Chapter in book/Conference proceedingChapter in edited volume


This article addresses the question of the extent to which sustainability is already "normal", i.e. has become established in everyday patterns of behaviour and consumption. With a quantitative survey, changes in the handling of (consumer) goods in Austria between 2015 and 2019 were surveyed. The results were complemented and reflected upon by narrative interviews, which used an innovative storytelling concept to investigate sustainability narratives and dissonances in relation to sustainability as a normative framework for individual action. The central results of the study show that sustainability as a moral compass has arrived in the consciousness of consumers in Austria, especially when it comes to the useful life of products, especially smartphones. However, concrete changes in action are influenced less by a "moralisation" with sustainability as a "consumption compass", but rather by positive experiences of the peer group, role models in the family or corresponding communicative negotiation processes in the sense of a self-moralisation in the personal close world.

Original languageEnglish
Title of host publicationRepair, Do-It-Yourself and Circular Economy
Subtitle of host publicationAlternative Practices for Sustainable Consumption
EditorsMichael Jonas, Sebastian Nessel, Nina Tröger
Place of PublicationWiesbanden
PublisherSpringer VS
Number of pages21
ISBN (Electronic)9783658401504
ISBN (Print)9783658401498
Publication statusPublished - 13 Jun 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2023. All rights reserved.

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