ABSTRACT
Freedom of choice in an affluent society refers to the ability to individually consume material possessions and services and to shape lifestyle patterns on the basis of one’s preferences, either with or without any regard for societal and environmental implications. In contrast to this simple idea of consumer sovereignty, however, important social expectations and functions of social inclusion are linked to consumption decisions. These include the expectation of the reliable availability of consumer goods, the permanent renewal of supply, and the possibility of social comparisons. The latter encourages expressions of individuality, group affiliation, and distinction from others in terms of lifestyle and status. The result is a consumer society dynamic with consequences for social and environmental sustainability.
