Perspectives for sustainable consumption: An exploratory study of the discourses and practices of Cordoba's citizens (Argentina)

This paper addresses some of the perceptions, beliefs, and experiences related to sustainable consumption habits of citizens of Cordoba (Argentina). We focus on three main areas of consumption: food, housing, and mobility. The study examines the discourses of 59 citizens in seven focus groups with seven to nine persons each. Six groups combine age ranges (18-29, 30-49, and 50-70 years old), socioeconomic status (high-medium and low-medium), and gender. A seventh group is composed of citizens who participate actively in environmental organisations with a mix of ages, SES and genders. We conduct a content analysis using ATLAS.ti software. The results of this study indicate that the participants in general have difficulty spontaneously associating their consumption practices with environmental problems. Three results are prominent: First, the role of meat consumption for sustainability is almost unnoticed by most participants; this is noteworthy given the overconsumption of meat in Argentina. Second, we find little knowledge about water-saving appliances while a high rate of individual water consumption in Cordoba is in fact alarming. Third, respondents do not consider environmental aspects when choosing their everyday modes of mobility. Based on these initial findings, we sketch the research and data needed to advance knowledge of sustainable consumption in Argentina and Latin America from a psychological and other behavioural science perspectives, as well as implications for policies aiming to address environmental degradation.