ABSTRACT
I sketch an overview of different conceptualizations of culture in sociological research and explore the links between culture and sustainability in the context of consumption. On the one hand, culture can be perceived as analytically distinct from (consumption) behaviour. On the other hand, culture and behaviour can be conceptualized as mutually generative. From the first perspective, culture – beliefs, symbols, norms and values – is analysed as a constraint on individual behaviour. The second perspective stresses that culture provides the categories and understandings that enable behaviour. I argue and demonstrate that both perspectives can be used to promote sustainable consumption behaviour. The communication of social norms can be seen as a method to nudge individuals into sustainable behaviour. Likewise, the enrolment of individuals in interaction rituals which promote sustainability can lead to ritual chains and more sustainable consumption practices. While the first perspective might be effective in the short-term without altering values, attitudes and subjective norms, the second perspective might have more long-term effectiveness by changing lifestyles. It follows that the perspectives on the interplay of culture and consumption complement each other and have the potential to promote sustainability.
