The influential role of austerity in normalising sustainable consumption

This research draws upon social normalisation and practice theory 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. 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 the transformative and long-term effect of austerity on norms, practices, values and meanings at both individual and societal levels. We also advance knowledge of the importance of the “carrier” role by evidencing how normalised, frugality-induced sustainability practices are performed and reproduced. In conclusion, we outline several recommendations for policy and practice.