The influential role of austerity in normalising sustainable consumption

Abstract

The financial crisis of 2008 leading to the imposition of strict austerity measures particularly within certain EU states is an appropriately significant and enduring context in which to explore consumer attitudes and behaviour change. While the negative implications of austerity measures are well documented (Krugman, 2012), it proposed that economic downturns trigger a normative towards sustainable consumption (e.g. Evans, 2011) which is similarly reflected by pro-environmental behaviours evidenced during the on-going COVID-19 global pandemic (Orîndaru et al, 2021). This research draws upon social normalisation (Rettie et al., 2011, 2012) and practice theory (Warde, 2005; Shove, 2009) as key conceptual frameworks through which to explore the normalisation of practices among everyday consumers within the context of austerity. Employing an interpretive approach, in-depth interviews were conducted with a purposive sample of 38 EU consumers across 6 countries including Ireland, UK, Spain, Portugal, Italy and Greece. A multi-stage analysis of the data revealed three key themes: Normalised sustainability practices; Social normalisation of frugality; and Normalisation of frugal-induced sustainability. Given the prevalence and sustained nature of modern day crises, this study contributes to consumer research by offering an EU-wide account of how shifting consumer knowledge, attitudes, behaviour and cultural values in the context of austerity impact on everyday sustainable consumption practices. Our research highlights how sustainable consumption practices are being increasingly normalised for several reasons beyond environmental motivations including economic, (manifested by increased frugality), as well as social. Our research foregrounds the transformative and long-term effect of austerity on norms, practices, values and meanings at both individual and societal levels. We specifically reveal the critical influence of social norms in the form of values of shared empathy and solidarity vis-à-vis others affected by austerity. We also advance knowledge of the importance of the “carrier” role (Shove et al (2012) by evidencing how normalised, frugality-induced sustainability practices are performed and reproduced within EU countries. In conclusion, we outline several recommendations for policy and practice to more effectively promote and support sustainability change and progression at local community and national levels.