Critiquing a Utopian Idea of Sustainable Consumption: A Post-Capitalism Perspective

This paper proposes and critiques the idea of a post-capitalism sustainable consumption utopia to improve ecological human wellbeing planet. Such notion can stimulate new imaginative thinking on future world not dominated by neoliberalism. It also strengthen SDG-12: responsible production. To do so, it examines influence pro-environmental self-identity, market-based barriers, knowledge barriers buying, product lifetime extension, environmental activism. Survey data was collected via online panels in Sweden (n=504) USA (n=1,017). Richly varied complex findings emerge supporting merit this utopian idea. In particular, importance self-identity. study illustrates how notions radical incrementalism people power initiate change using civic, political, activism behaviours. Emerging implications for viability SDG-12 are considered. work offers rich opportunities further research.