Sustainable consumption behaviors in an immigration context: a qualitative inquiry in Berlin

Purpose This study examines how immigration influences sustainable consumption behaviors, focusing on Egyptian immigrants in Berlin. It aims to explore how exposure to host-country systems and cultural norms shapes the adoption and integration of sustainable practices in immigration contexts. Design/methodology/approach A qualitative methodology was employed, involving ten in-depth interviews with Egyptian immigrants. The data were analyzed using an inductive, content-analysis approach to uncover key patterns and themes. Findings The findings reveal a four-phase process – awareness, action, adaptation and advocacy (4A’s framework) – that immigrants undergo when engaging in sustainable practices. The study also emphasizes the importance of cultural norms, educational initiatives and structural support in driving these behaviors. Originality/value This study is the first to investigate sustainable consumption behaviors among Middle Eastern immigrants, addressing a significant gap in the literature. The 4 A’s Framework provides a new lens to understand the progression of sustainable behavior adoption in an immigration context.