Exploring (Self-)Perceptions and Assessments Among Actors Within the Sustainable Consumption Scene

Abstract: The major objective of this thesis is to explore (self-)perceptions and assessments of manufacturers and employees within the realms of sustainable consumption. In order to investigate what people themselves believe to know and perceive to be sustainable, a field research was carried out among participants within the German sustainability platform Heldenmarkt by making use of participant observations, interviews, questionnaires, websites and literature analysis. Using world systems theory and a culture of consumption as a background, the analytical framework deals with characteristics of classifications, power relations and ethics of nature. Considering the theory, the data suggests that companies’ visions are mainly addressing ecological aspects, whereas employees’ understanding of sustainability highlights a critical thinking. The analysis reveals that employees have high ethical values which go far beyond the companies’ visions. Moreover, contradictions within sustainable consumptions are illustrated and confirmed which suggest a continuing existance of the culture of consumption. The paper concludes that future sustainability conceptions should be complemented by an ethical dimension to consider values being important for authentic longterm sustainable development. Moreover, companies shall become aware of the employees' strengths. Further research should consider perspectives from other companies to better grasp what companies or employees prevent from acting sustainably.