This paper proposes and critiques the idea of a post-capitalism sustainable consumption utopia to improve the ecological and human wellbeing of the planet. Such a notion can stimulate new imaginative thinking on a future sustainable world not dominated by neoliberalism. It can also strengthen SDG-12: responsible consumption and production. To do so, it examines the influence of pro-environmental self-identity, market-based barriers, and knowledge barriers on sustainable consumption buying, product lifetime extension, and environmental activism. Survey data was collected via online panels in Sweden (n=504) and the USA (n=1,017). Richly varied and complex findings emerge supporting the merit of this utopian idea. In particular, the importance of pro-environmental self-identity. This study illustrates how post-capitalism radical incrementalism and people power can initiate change using the civic, political, and environmental activism in sustainable consumption behaviours. Emerging implications for the viability of SDG-12 are also considered. This work offers rich opportunities for further research.

中文翻译：

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批判可持续消费的乌托邦理念：后资本主义视角

本文提出并批判了后资本主义可持续消费乌托邦的理念，以改善地球的生态和人类福祉。这样的概念可以激发关于未来不受新自由主义支配的可持续世界的新的想象力。它还可以加强 SDG-12：负责任的消费和生产。为此，它研究了亲环境的自我认同、基于市场的障碍和知识障碍对可持续消费购买、产品寿命延长和环境激进主义的影响。调查数据是通过瑞典 (n=504) 和美国 (n=1,017) 的在线小组收集的。出现了丰富多样和复杂的发现，支持了这个乌托邦思想的优点。尤其是亲环境自我认同的重要性。本研究说明了后资本主义激进渐进主义和人民力量如何利用可持续消费行为中的公民、政治和环境激进主义来发起变革。还考虑了对可持续发展目标 12 可行性的新影响。这项工作为进一步研究提供了丰富的机会。