Work

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

Year: 2026

Type: article

Abstract: 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.

Source: Journal of Business Ethics

DOI: 10.1007/s10551-026-06437-y

Authors: Steven A. Brieger, Jacob Hörisch, Xinyu Zhang

Institutions: NEOMA Business School, Leuphana University of Lüneburg, University of Sussex

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Reduced inequalities

Open Access status: hybrid

Estimated APC paid: $3,790