A greener future cannot be bought: On the paradoxes of practising contemporary consumption-driven sustainability

This paper uses a critical theoretical approach to examine the paradoxical logic(s) underlying contemporary sustainability practices under the umbrella of green economy. Reaching sustainability is commonly framed as demanding transformative shifts in societal and global processes; however, we observe that consumption-centred sustainability measures at best support optimization. We assert that these approaches are more akin to a harmful hope than a manifestation of transformative sustainability, because while they market participation in “sustainability” they are implemented through mechanisms of growth-based world system. We explore the market logic woven throughout these so-called green measures using an illustrative example. Tree planting is often—uncritically—accepted as “good” or “sustainable”; however, the consumption-centred initiatives distract from transformation of the underlying structures and mechanisms. This in essence hides business-as-usual behind a perception of participation in “sustainability”. The same logic can be seen in other areas of transition rhetoric and green economy, which unfortunately is a dominant expression of applied sustainability. We reflect on green consumerism and call for further critical discussion and research on the looming barriers to achieving a more robust sustainability. This article highlights how these consumption-oriented initiatives reproduce the existing market logic (i.e. the perception that we can buy our way out of crisis). • Current sustainability practices termed transformative are rather reformist. • The practices remain premised on extraction and endless growth. • Tree planting and other green economy measures reproduce such consumption culture. • Sustainability should allow plural expressions, autonomy and agency over its concretisation.