Rethinking sustainable consumption from the lens of power.

Abstract

This paper stems from the need to discuss the role of consumption in a transition to sustainability, as consumption is a core pillar of our system. At the end of the day, the discussion revolves around the issue of power, but the scholarship assuming consumer sovereignty does not provide the appropriate lens to frame the problem. This paper intends to provide an alternative lens. In particular, drawing from theories on power, we first propose a framework of circuits of power as the means to capture the agent-structure tension, and second we discuss what type of power is/should be exercised in each layer. This model adds to the critiques of the sovereign model, but simultaneously rejects the frequent portray of consumers as puppets in the hands of firms and governments. Finally, such model will evidence that there are many dimensions of power. When policy makers or scholars argue that consumers should be empowered , they should be precise as to what form of power and in which circuit.

This paper stems from the need to discuss the role of consumption in a transition to sustainability, as consumption is a core pillar of our system. At the end of the day, the discussion revolves around the issue of power, but the scholarship assuming consumer sovereignty does not provide the appropriate lens to frame the problem. This paper intends to provide an alternative lens. In particular, drawing from theories on power, we first propose a framework of circuits of power as the means to capture the agent-structure tension, and second we discuss what type of power is/should be exercised in each layer. This model adds to the critiques of the sovereign model, but simultaneously rejects the frequent portray of consumers as puppets in the hands of firms and governments. Finally, such model will evidence that there are many dimensions of power. When policy makers or scholars argue that consumers should be empowered , they should be precise as to what form of power and in which circuit.