What is Sustainable Consumption (at Macro Level)

Sustainable development is part of the developmental agenda for developed and developing countries both. For developing countries, growth is critical but resource consuming. Therefore, it is important to ensure equitable growth in these countries without degradation of natural and social environment and resources. Sustainable consumption and production both are part of Sustainable Development Goal 12. Mostly countries focus on the production rather than on the consumption, which needs to be changed. South Africa faces challenges of under-consumption in lower income classes and over-consumption in affluent and aspiring middle classes. Examination of institutional actors highlights the gap, which can be filled by social institutions. Social institutions are active and growing in South Africa and were identified suitable to promote sustainable consumption through cooperation, collaboration, and partnerships. This chapter attempts to expand the research agenda to examine the role and potential of social institutions in facilitating sustainable consumption in a developing country like South Africa.