Economic Inequality Reduces Sustainable Consumption: Cross-National and Experimental Evidence and Psychological Mechanisms

This research investigates the relationship between economic inequality and sustainable consumption, highlighting how socioeconomic disparities shape consumer behavior. Across three studies—using secondary data from 20 countries, a vignette experiment, and UK survey data—we provide empirical evidence that individuals report lower levels of sustainable consumption when inequality levels are objectively high, perceived as high, or experimentally manipulated as high. This effect can be explained through norm activation theory: As inequality rises, consumers feel less responsible for environmental damage and are less aware of the environmental impact of their consumption choices. These dynamics weaken sustainability-oriented personal norms and, in turn, reduce sustainable consumption. Our findings suggest that reducing economic inequality can significantly enhance sustainable consumption.