On conflicted Swedish consumers, the effort to stop shopping and neoliberal environmental governance

Drawing on 14 months of in‐depth ethnographic research, this paper explores the difficulties and barriers that Swedish citizen‐consumers face in their attempts to reduce their environmental and social impacts. The research reveals that while many find it quite easy to turn off their lights, ride their bike to work, or buy organic apples, generalized anti‐consumption proves to be much more difficult – even for the aware, interested, and committed men and women participating in this research. Contrary to the contemporary dominance of theories which link sustainable action to awareness, I argue that in the Swedish context the most significant barrier is not lack of information but rather concerns with conformity, equality, and fairness – suggesting that efforts to encourage sustainable living depend not only on appeals to reflexive and rational consumers or the promise of alternative identities, but also on structural changes that require political and industrial leadership. The research, therefore, raises questions about the effectiveness of neoliberal environmental governance and the contemporary focus on consumer responsibility in sustainability policy.