Conspicuous consumption, sustainability, and economic inequality: A cross-cultural comparison.

This study explores the perceptions of sustainability among consumers engaging in conspicuous consumption in two distinct societies: Egypt and Italy. Drawing from literature’s suggesting that environmental concern extends beyond Western societies, we investigate whether conspicuous consumption correlates with a tendency towards green or sustainable consumption in these contexts and whether attitudes towards sustainability and climate change mediate or enhance this relationship. Additionally, we examine the correlation between perceived inequality and conspicuous consumption across these societies, considering the mediating role of status-seeking behaviors. Utilizing survey data, our study reveals significant differences in consumer behaviors and perceptions between Egypt and Italy, with Egypt exhibiting higher levels of perceived inequality, status-seeking, and conspicuous consumption compared to Italy. Contrary to prevailing literature, we find no significant correlation between perceived inequality and conspicuous consumption. We explored potential explanations, including the use of a self-report survey and questions about perceived inequality. Furthermore, we reveal significant positive associations between consumers' attitudes, intentions, and reported purchase behavior towards green products, challenging previous findings and emphasizing the importance of understanding and shaping positive attitudes and intentions towards sustainability to drive actual adoption and consumption (Mostafa, 2007). Additionally, we uncover positive correlations between perceived inequality and attitudes towards climate change in both societies, highlighting the potential link between sensitivity to socioeconomic disparities and environmental concerns. These findings have significant implications for policymakers, businesses, and researchers aiming to promote sustainable consumption practices and address climate change and inequality on a global scale.