Linking social practice theories to the perceptions of green consumption: An overview

Green consumption
Social practice theory
Determinants
Gender dynamics

In this modern, industrialized era, the study of sustainability is linked to social practice theories, which advocate for green consumption to safeguard the atmosphere for both the present and future generations. Research into green consumption has grown since the 1960s and has expanded over the past two decades (Zhao et al., 2020). Green consumption is linked to environmentally conscious purchasing habits and relies on sustainable green practices, where consumers evaluate the ecological impacts of purchasing, utilizing, and discarding products or engaging with eco-friendly services (Beatson et al., 2020; Perera, Auger, & Klein, 2018; Trong Nguyen et al., 2023), considering energy conservation, carbon emissions reduction, environmental resources, and long-term sustainable growth (Hsu et al., 2016; Zhao et al., 2020). Green consumption centers on safeguarding consumer health and conserving resources, aligning with both individual well-being and environmental

protection, with sustainability at its core (Li, 2020). Consumers' lifestyles significantly influence their green consumption behaviour (Li, 2020). Considering green consumption as a social practice, instead of solely an individual behaviour, is a vital first step for developing effective environmental policies (Kennedy & Hauslik, 2018).

Social practice theories suggest that 'institutional', 'infrastructural', and 'cultural' frameworks strongly influence social action, which is viewed as a set of practices rather than stemming from personal attitudes and beliefs, thus becomes the central focus of analysis. (Hargreaves, 2011; Kennedy, Cohen, & Krogman, 2015). The implementation of different social practices is considered an aspect of the routine manifestation of what individuals perceive as 'normal' lifestyles (Hargreaves, 2011). Hsu et al. (2016) extends green consumption beyond just product use, adopting an approach that emphasizes both sustainability and increased social responsibility. However, gender has a significant impact on influencing sustainable consumption as research indicates that women often have higher self-transcendence values, promoting others' welfare over selfish concerns, and are more inclined

towards sustainable consumption than those with self-enhancement values (Costa Pinto et al., 2014).

The key question of this paper is how social practice theories influence consumers' perceptions and behaviours towards eco-friendly consumption and sustainability. There is a lack of studies integrating practice theory with green frameworks across the globe and limited focus on gender dynamics in relation to eco-friendly consumption behaviour. To address these gaps, a review article is the most effective approach as it consolidates fragmented findings throughout the world on related aspects and provides a comprehensive theoretical foundation for the future studies. Therefore, the primary objective of this review article is to address the integration between social practice theories and green consumption perception. Additionally, it aims to evaluate the gender dynamics and identify distinct ways men and women engage in their daily social practices and thus either uplift or depress environmental sustainability. Besides gender dynamics, this paper also intends to explore the other factors influencing and motivating sustainable consumption from the context of socio-technological development of society and thus relevant policy implications to promote eco-friendly purchase, incorporating social practice theories. With the world's population continuously growing, the continuous deterioration of the ecological environment along with the energy crisis, it is vital to recognize the importance and urgency of green consumption to meet basic needs and foster a culture of thriftness (Hsu et al., 2016; Maduku, 2024). The synthesis of this article will offer valuable insights for policymakers, particularly in developing economies, encompassing economic, cultural, technological and marketing dimensions, and promoting the concept of pro-environmental activities to achieve sustainable development goals.

This article is structured as follows: methodology, historical development of social practice theories, conceptualization of green consumption, intersection between social practice theories and green consumption, gender dynamics in green consumption, factors influencing sustainable consumption practices, policy implication, discussion, and conclusion.

The relationship between social structures and human agency in understanding behaviour is a core question in social studies (Vaara and Whittington, 2012). Social practices theories are best suited in this study to understand the perception of people toward green consumption as these theories serve as a link between structures and individuals, sustaining social order and facilitating consistency and normalcy. Social practice theory views individual behaviour as deeply intertwined with a network of social practices, where capable individuals engage with others, objects, and spaces, integrating these practices into everyday activities and adapting them to the available resources and social contexts (Vaara and Whittington, 2012). Hargreaves (2011) states that practice theory shifts the focus from individual attitudes and rational choices to the collective and socially organized nature of practices, offering a broader perspective and deeper understanding of how perceptions and actions are shaped in societal contexts, particularly in addressing systemic issues like green consumption. Unlike the approaches rooted in social psychology, such as the theory of planned behaviour (TPB), which view consumer behaviour as a series of individual decisions within a specific context, practice-based approaches investigate how factors like norms, values, and material limitations evolve alongside consumption practices (Sahakian & Wilhite, 2014; Shove, 2003; Warde, 2005). These theories have been particularly effective in addressing the persistence and path dependency often seen in consumption behaviours (Sahakian & Wilhite, 2014; Shove, 2003; Warde, 2005). According to Dreier (2009), psychological theories, when rooted in social practice structures, offer a richer and more grounded understanding of individuals as active participants who are shaped by and simultaneously shape their social environments, rather than being

isolated entities.

Drawing from Giddens's structuration theory (1984), individuals are not isolated, but are social beings whose actions and opportunities are shaped by the practices they participate in.

Feldman and Worline (2016) viewed the practicality of practice theory, particularly through a resourcing lens, as emphasizing context-specific understanding, localized actions, and joint efforts in shaping social realities that foster fresh questions and possibilities for action. Spaargaren (2013) states that social actions are shaped by institutional, infrastructural, and cultural frameworks, emphasizing a collection of practices instead of being solely driven by individual attitudes and values. According to Welch and Yates (2018), while transition studies and social movement studies often prioritize collective actors and their strategic actions in driving social change, social practice challenge the tendency to attribute change to organized groups, instead focuses on non-purposive shifts, such as the co-evolution of technologies, cultural expectations, and everyday routines, including consumption patterns (Shove, 2003). Ultimately, social practice theories are the product of economic and socio-cultural dynamics. This study will contribute to actionable policymaking by examining how socio-cultural and economic dynamics influence sustainability, focusing on specific consumption patterns and the role of cultural symbols. By understanding these factors, the study offers insights for designing interventions that resonate with local values and practices, thereby promoting sustainable consumption.

Social practice theory offers insights into sustainable consumption, emphasizing everyday life dynamics for social transformation towards sustainability, despite challenges in addressing group actions (Welch & Yates, 2018). This review paper bridges the theoretical, practical, and policy perspectives on sustainable consumption. It provides insights into the factors influencing sustainable consumption, including the roles of artificial intelligence, the Internet of Things, income, education, age, generational gaps, and gender dynamics. It offers policy recommendations such as promoting technological advancements, adopting the circular economy, and raising environmental awareness to promote green consumption practices. Furthermore, it lays the groundwork for future empirical research within the context of a modern socio-technological framework, contributing to the long-term sustainability for future generations.

To explore the perceptions of green consumption and examine the relationship between social practice theories and sustainable purchasing behaviour, and the dynamics of gender perspective, a systematic search strategy encompassed a variety of academic sources including journal articles, books, conference papers, and working papers. A search method was utilized using various databases including Google Scholar, Springer Link, Research Gate, Taylor & Francis, MEDLINE (PubMed), Wiley Online Library, Sci-Hub, Elsevier and SAGE Publications. The search incorporated keywords 'sustainable consumption', 'green purchase', 'pro-environmentalism', 'eco-friendly environment', 'eco-labelling', 'social practice theory', 'gender perspective', 'circular economy'. The authors established English and peer-reviewed publications as the initial criteria for article selection. There may be a risk of bias, as non-English articles could contain valuable insights that were overlooked as per authors' convenience. The time frame from 2001 to 2024 was chosen for the comprehensive search of papers, as practice theory and the concept of green consumption gained significant prominence in the 21st century.

The author collected articles on various relevant subjects including green consumption, gender roles and social practice theories. Studies

focusing on the following areas were identified as basis for determining the final papers for review in this article: (i) the relationship between social practice theories and green consumption, (ii) factors influencing green purchasing behaviour, (iii) policy implications derived from social practice theories, and (iv) the dynamics of gendered perspectives. The article included studies using quantitative or qualitative methods, as well as review articles and book chapters. Editorials, letters, conference abstracts, opinion pieces, research proposals, and non-English literature were excluded from the final selection.

Primarily, 94 articles were identified using the search criteria and key words. Initially, relevance to the topic was assessed through the abstracts, followed by a thorough review of the full content of the selected articles to extract pertinent details. After reviewing abstracts and objectives, 21 articles were excluded for not meeting the eligibility

criteria, leaving 73 articles for detailed review (see Fig. 1). Among these articles, only four were from before 2000, which included the traditional practice theory approach. The remaining articles span from 2001 to 2024, including studies from a wide range of countries worldwide. All these articles contribute to the better understanding of the integration between social practice theories and green consumption, incorporating the gender dynamics, determinants of green consumption and the policy implications.

The practice perspective has its foundations in the works of Wittgenstein (1951) and Heidegger (1962), but in recent years, there has been significant growth in theories of practice, marking what is often referred to as a "practice turn" in the social sciences (Reckwitz, 2002;

Rouse, 2007; Schatzki et al., 2001). Bourdieu and Giddens are among the leading theorists referenced in the field known as 'social practice theories'. Pierre Bourdieu developed his praxeology beginning with 'Outline of a Theory of Practice' (1972), initially shaped by structuralism. Meanwhile, Anthony Giddens (1979, 1984) constructed his interpretation of practice theory within the context of the 'theory of structuration' (Reckwitz, 2002). These theories aim to explore the interaction between agency and structure by concentrating on routine activities as their core analytical element, rather than the individuals engaging in it or the social structures around them (Hargreaves, 2011; Kennedy, Cohen, & Krogman, 2015). Unlike many economic and psychological approaches to strategy, practice theorists reject methodological individualism—a reductionist view that attributes behaviour solely to the actions of individual actors or groups (Gross, 2009; Schatzki et al., 2001). Vaara and Whittington (2012) emphasized that the practice turns instead, focus on the interconnectedness of human agency with broader social systems, and highlights the significance of large-scale social institutions, the balance between spontaneous emergence and deliberate design, the impact of material elements, and the importance of challenging commonly unquestioned assumptions (Feldman & Worline, 2016). Social practice is an interwoven activity within a social domain, distinct from behaviour, composed of socially shared components like materials, infrastructure, technology, interpretations, concepts of appropriate actions, and practical knowledge for executing those actions (Moloney & Strengers, 2014; Reckwitz, 2002, Beatson et al., 2020; Brand, 2010). Ultimately, 'Practices' create frameworks of action that are addressed in some manner by all societal theories emerging from the action theory tradition (Kennedy, Cohen, & Krogman, 2015; Reckwitz, 2002).

Bourdieu's practice theory notes that social behaviour is significantly shaped by power dynamics and the quest for capital (Kennedy, Cohen, & Krogman, 2015). He argued that individual choices reflect social position more than rational calculation, highlighting the importance of social structure, authority, habits, duration, and norms over purely rational choices (Kennedy, Cohen, & Krogman, 2015). For Bourdieu, practices arise from internalized contextual conditions shared by individuals with similar social positions, which are shaped by their economic, social, cultural, and symbolic capital within power relations (Corsini et al., 2019). In post-war social sciences, Pierre Bourdieu's concept of 'habitus' is influential, describing predispositions that shape how individuals think and act, evolving through interactions with experiences, much like an 'open system' in environmental science (Sahakian & Wilhite, 2014).

In Giddens' theory of structuration (1984), individuals (actors or carriers) are both empowered and restricted by social structures in their actions, yet these structures are reproduced solely through social practices (Suski et al., 2021). Practices are inherently social and collective, existing over time and space while remaining dynamic as they emerge, evolve, endure, and eventually fade (Giddens, 1984; Vaara & Whittington, 2012). Giddens views social structure as formed by rules and resources that are used to sustain it. These resources can be authoritative, arising from coordinated human actions, or allocative, granted through control over the material environment (Giddens, 1984). As per Shove et al. (2012), practices rely on the continuous interplay of three core components: physical resources like objects and infrastructure, practical skills and knowledge, and shared social meanings shaped by cultural significance and past involvement. Foucault (1977) argued that social practices, especially discursive ones, serve as the foundation for the creation of the knowledge and power essential for enabling action.

However, practice theories view society as a dynamic network of evolving practices, with practices as the central and smallest unit of analysis, rather than focusing solely on individuals (Corsini et al., 2019; Giddens, 1984; Kuijer, 2014). Individuals engage with formal and informal frameworks shaped by spatial, institutional, and historical contexts, where embodied experiences, influenced by interactions with people, institutions, and cultural forms, shape their present actions

(Holland & Lave, 2019). Over time, they adapt these external influences, forming both their identities and the cultural resources they engage with, a process known as 'history-in-person' (Holland & Lave, 2019). Reckwitz (2002) contends that a practice, involving both behaviours and structures, is inherently social which represents a specific way of behaving and understanding that manifests across various places and periods, enacted by different individuals.

The use of practice theories in examining consumption has gained significant attention to explore consumption as a socially embedded phenomenon (Corsini et al., 2019; Shove, 2010; Spaargaren, 2011). Practice theories, though theoretically applicable across various fields, have been especially influential and recognized for their contributions to the study of sustainable consumption (Kennedy, Cohen, & Krogman, 2015; Welch & Yates, 2018). Consumption is explored within the context of social practices that emerge from the continuous interaction between individual actions and societal frameworks, often drawing on Giddens' (1984) structuration theory. This perspective emphasizes the dynamic interplay between agency and structure, where societal systems shape individual behaviours, and individuals, through daily actions, sustain and reshape these structures (Jaeger-Erben & Offenberger, 2014).

As societies develop, environmental issues like pollution and climate change become more pressing (ElHafiar et al., 2020). At the same time, the resource-heavy way of life has resulted in unsustainable consumption habits (Tripathi & Singh, 2016). The concept of green consumption emerged to provide a solution by encouraging the purchase of eco-friendly products, helping to reduce environmental impact while maintaining consumption quality and quantity (Liobikiene & Bernatoniene, 2017). Sustainable consumption (SC) has gained prominence since Agenda 21 identified unsustainable production and consumption as key factors in the ongoing global environmental decline. Drawing on the 1980 'World Conservation Strategy' from the International Union for Conservation of Nature (IUCN), the report introduced the concept of sustainable development, which it defined as development that satisfies current needs without jeopardizing the ability of future generations to fulfil theirs (WCED, 1987). In 1987, the Brundtland Commission, led by former Norwegian Prime Minister Gro Harlem Brundtland, released the report 'Our Common Future,' commonly known as the Brundtland Report. To address environmental harm, the United Nations Conference on Environment and Development (UNCED) in 1992, held in Rio de Janeiro, recognized 'sustainable consumption and production (SDG 12)' as a primary goal for countries to pursue (Tripathi & Singh, 2016). The Ministry of Environment Norway (1995) highlights the long-term challenge of transitioning to sustainable consumption due to existing infrastructure that locks societies into unsustainable patterns, limiting the influence of individuals. This review aims to improve understanding by exploring the influence of socio-psychographic and demographic factors on sustainable consumption (Tripathi & Singh, 2016). In 2002, United Nations World Summit on Sustainable Development urged nations to 'Foster and advocate for the creation of a framework ... That supports regional and national efforts to accelerate the transition towards sustainable consumption and production, aiming to enhance social and economic development within the limits of ecosystems' (United Nations, 2002).

The growing global environmental awareness has driven individuals and organizations to reconsider their practices to lessen their harmful impact on the planet (Ghouse, Shekhar, & Chaudhary, 2024). Strong practice theory often downplays the causal influence of individual actions, focusing instead on the evolving dynamics of technologies, cultural norms, and skills (Kennedy, Cohen, & Krogman, 2015). For example, Hand et al. (2005) attribute the rise of daily showering to a combination of technological advances, shifting cultural norms, and

changes in how daily routines are organized, emphasizing no single factor is sufficient to explain the phenomenon. Theoretical perspectives grounded in practice theory have influenced fields such as social theory, cultural studies, discourse analysis, and the philosophy of science, shaping modern interpretations of social dynamics, human behaviour, rationality, and the construction of meaning (Corsini et al., 2019). Welch and Warde (2015) emphasize that sustainable consumption focuses on social practices rather than individuals, norms, discourses, or social structures. This approach bridges the gap between structural and individualist perspectives by integrating the influence of social structures without overemphasizing their deterministic role in behaviour (Hargreaves, 2011).

Green consumption is a multidisciplinary research area that encompasses environmental science, social science, medical science, economics, and various other disciplines (Zhao et al., 2020). At present time, confronted with the world's increasing population, worsening ecological conditions, and energy crises, it's crucial to address the significance and urgency of green consumption to fulfil people's basic needs and promote a thrifty mindset (Hsu et al., 2016). Green consumption refers to purchasing environmentally sustainable and recyclable products that minimize environmental impact during manufacturing, while also demonstrating environmental responsibility through eco-friendly choices and responsible consumption and waste management practices (Lorenzen, 2014; Trong Nguyen et al., 2023; Zhao et al., 2020). Early green consumption primarily focused on the impact of product usage, however, with the advancement of sustainable development, green consumption has expanded to include both sustainability and greater social responsibility (Hsu et al., 2016). Vermekear and Preeti (2011) stated that green marketing has evolved through three phases: ecological, focusing on environmental issues; environmental, emphasizing cleaner technologies; and sustainable, continuing to prioritize sustainability in marketing practices since the late 1990s. Research in this field focuses on particular types of social practices including work, home life, and leisure activities or target specific practices like energy-saving measures in households (Lorenzen, 2014). Such consumption involves actions like purchasing organic foods, recycling, reusing items, reducing excessive consumption, and using eco-friendly transportation which neither harm human health nor endanger the diversity of natural ecosystems (Trong Nguyen et al., 2023). Green consumers are environmentally conscious individuals who prioritize eco-friendly products and practices, playing a direct role in reducing environmental impact and motivating organizations to improve their performance (Beatson et al., 2020). They are often perceived as younger, more educated, and of higher socioeconomic status compared to those who are not environmentally conscious (Vermekear & Preeti, 2011). Creating more environmentally sustainable consumption and production systems relies on consumers' readiness to adopt 'greener' consumption behaviours (Peattie, 2010). A study using structural equation modelling by Hsu et al. (2016) found that green product purchases translate personal environmental concerns into supportive actions for sustainability. The findings indicate that positive attitudes, subjective norms, and perceived behavioural control improve service quality, satisfaction, and intentions, ultimately boosting green-consumption behaviour. Findings from a survey study on Czech adults by Kohlova and Urban (2018) concludes that green consumption, an altruistic behaviour involving personal costs for environmental and social improvement, is perceived as a powerful indicator of higher social status, regardless of the actual expenses.

An exploratory study by Vermekear and Preeti (2011) conducted in Delhi examined the impact of green marketing strategies on consumer purchasing decisions and revealed a strong influence when these strategies incorporated four key variables: product, packaging, placement, and promotion. Zhao et al. (2020) also highlighted the promotion of

green consumption to achieve sustainable industrial development and enhance overall resource efficiency. Warde (2005) showed consumption as not a standalone practice; instead, it is a component found in almost all practices. Similarly, Jaeger-Erben and Offenberger (2014) agreed that consumption is integrated into social practices and thus viewed as contributing to the creation and maintenance of social organization. According to them, social order refers to the framework of society, encompassing 'macrostructures' such as institutions, social norms, systems of provision, and 'meso-structures' like social connections and networks. These large-scale and intermediate structures influence everyday life at the 'micro level,' which is captured through social practices (Jaeger-Erben & Offenberger, 2014).

Lately, a rising number of publications have supported the effectiveness of using practice theory to examine consumption, especially in the context of sustainable consumption (Beatson et al., 2020; Brand, 2010; Jaeger-Erben & Offenberger, 2014; Sahakian & Wilhite, 2014). Social practices are habitual actions that include interconnected components such as resources, competencies, and interpretations, which collectively form a coherent entity (Shove & Pantzar, 2005). The relationship between environmental challenges, like climate change, and unsustainable human actions is becoming more evident, requiring major changes in everyday life across all societal areas (Hargreaves, 2011).

Social practice theories do not represent a single, cohesive theory; instead, they represent a diverse theoretical framework with varying epistemological foundations and assumptions (Suski et al., 2021). These seek to clarify actions and societal structures, as defined by Reckwitz. Shove et al. (2012), drawing from Reckwitz (2002), argue that engaging in social practices, such as commuting by bike or sharing meals as a family, depends on the dynamic integration of resources like physical tools and infrastructures, cultural significance, and practical expertise or abilities. Kennedy, Cohen, and Krogman (2015) suggest that social practice theory examines how societal norms shape daily behaviors, with actions being driven by the practices themselves, rather than mental structures. This approach allows for an exploration of routines shaped by societal rules and resources, without holding individuals accountable for not following norms. Bourdieu's research illustrates that habits are influenced by our own recent and previous actions, as well as the practices of our ancestors, who developed systems of provision, cultural standards, and modes of speech and behaviour through their own practices. In essence, social practices both shape and are shaped by their social contexts (Kennedy et al., 2015).

Shove and Warde (2002) put forward the idea of inconspicuous consumption, indicating that routine consumption activities might have a more substantial environmental impact and are primarily due to being an adept member of society (Beatson et al., 2020). Similarly, instead of focusing on conspicuous and symbolic consumption, Brand (2010) emphasized on the less visible aspects of daily life such as accommodation, heating, laundry, cooking, and transportation, which are significantly influenced by technological frameworks. These routines of everyday consumption, termed 'ordinary consumption', are not only highly habitual but also have substantial environmental consequences (Brand, 2010). Jaeger-Erben and Offenberger (2014) argues that research on sustainable consumption needs to move beyond individual actions such as buying products and instead encompasses a wider examination of consumption across diverse social contexts, including everyday household routines. Jaeger-Erben and Offenberger (2014) emphasized on two primary aspects: firstly, they argue that single consumption acts reflect socially shared norms, as seen in practices like daily showers or buying organic food, shaped by historical and technological changes. Secondly, they view social practices as performances that adapt to available resources and everyday contexts, influencing actions like recycling or shopping at organic stores. Practices as entities and practices as actions are two complementary perspectives: one

emphasizes enduring structures, while the other examines their daily enactment in everyday life (Jaeger-Erben & Offenberger, 2014; Kuijer, 2014). Social practices are examined as unified entities involving 'practical skills' like cooking techniques, 'motivations' tied to societal values such as health, and 'material components' like equipment and settings. These elements are essential in consumption research, particularly for understanding ecological sustainability impacts (Jaeger-Erben & Offenberger, 2014). Social practices are dynamic rather than static, evolving over time and varying across different locations (Sahakian & Wilhite, 2014). Social practice theory holds potential as a theoretical framework, there is a call for it to become more practical by offering insights into policy strategies that can promote sustainable consumption practices effectively (Sahakian & Wilhite, 2014). According to Reckwitz (2002), individuals embody practices, yet technologies also possess inherent dispositions that can influence and be influenced by practices, often extending beyond their initial design intentions (Sahakian & Wilhite, 2014).

Efforts to reduce consumption often struggle due to limited scenarios and one-sided designs, focusing too heavily on individual responsibility while neglecting systemic change. Kuijer (2014) advocates for practice-oriented design, using social practice theory to explore the role of daily practices in driving sustainable outcomes and addressing key challenges in sustainable design. According to Ilmonen (2001), social networks act as "restrictive frameworks that limit our options for actions" (cited in Bartiaux & Salmon, 2014). Schatzki emphasizes that the cohesion among participants in a practice is primarily maintained through shared understandings, rules, and the emotional and goal-oriented framework that governs their actions, rather than through close personal relationships (Bartiaux & Salmon, 2014). Social phenomena are not merely explained by individual rational actions (homo economicus), normative guidelines (homo sociologicus), or symbolic frameworks both within and beyond the mind. Instead, they are rooted in social practices, which are fundamental to social existence (Reckwitz, 2002; Warde, 2005). Reckwitz concludes that each individual, as a physical and psychological agent, serves as the "carrier" of multiple practices, which may operate independently of each other and do not necessarily require coordination (cited in Reckwitz, 2002; Brandt, 2010; Hargreaves, 2011; Moloney & Strengers, 2014; Suski et al., 2021; Bartiaux & Salmon, 2014). Practice theory underscores that individuals develop their understanding of the world and form a coherent sense of self through their active participation in practices (Hargreaves, 2011). Encouraging pro-environmental consumption patterns relies not on educating or convincing individuals to change their decisions, but on transforming practices to promote sustainability (Hargreaves, 2011). As noted by Warde (2005), a key implication of practice theory is that changes in behaviour stem from the evolution of practices themselves (cited in Hargreaves, 2011). In his view, social practice theory shifts focus from individual attitudes and behaviours to understanding how practices are formed, sustained, challenged, and potentially discontinued (Warde, 2005).

By categorizing behaviour into 'small' and 'large' environmental actions and primarily concentrating on resources and their ecological effects, the 'going green' narrative frequently ignores the social practices that form the basis of all consumption (Warde, 2005; Moloney & Strengers, 2014). Household activities such as washing, cooking, gardening, and transportation both shape and are shaped by consumption choices outside the home, including dining, purchases, and technology use (Moloney & Strengers, 2014). Unlike habitual behaviours, small green actions focus on reducing ecological impact without disrupting norms, often involving simple steps or technological upgrades. However, many householders find these actions inconvenient or view them as additional burdens, with some believing a single green action suffices (Moloney & Strengers, 2014). While some opt for substantial investments like energy-efficient appliances, these choices reflect an emphasis on individual environmental responsibility. Social practice theory highlights the role of practical experience and inherited norms in

shaping such consumption habits (Reckwitz, 2002b). The interdependence and the alignment of actions allows practitioners to view them as a cohesive whole (Suski et al., 2021). The significance of practices lies in their meanings, crucial for transitioning towards sustainability, reflecting fundamental cultural norms (Suski et al., 2021). Social practices can either compete for limited resources like time and energy or complement each other (e.g., cooking enables eating) (Blue et al., 2016). In either case, they are linked, forming intricate systems that affect one another and play a role in shaping various aspects of everyday life.

Several studies have shown that green practices are strongly influenced by gender, as women are generally more inclined towards green practices than men due to traditional values, material conditions, and other structural factors that either encourage or constrain them (Råty & Carlsson-Kanyama, 2010; Shrestha et al., 2020; Wang, 2016; Zhao et al., 2020). In Warde's practice theory, the concept of practice is defined as a 'routinized form of behaviour' (Reckwitz, 2002), encompassing various physical and mental activities (Warde, 2005). Gender disparities in both behaviour and motivation appear to diminish over time through a process of mutual consumer socialization. However, this convergence may not occur if partners initially align in values and consumption behaviours (Grønhoj & Ölander, 2007). Recent studies suggest that younger consumers are not more actively involved in green consumption compared to older generations (Perera, Auger, & Klein, 2018). In a Northern context, sustainable consumption is often considered gender-neutral, with policies reflecting the equal consumption and attitudes of both women and men towards items like energy and food (Vinz, 2009).

In cross-analysis based on gender, male customers prioritize eco-friendly packaging, while female customers prioritize green features when selecting green products. Both genders place a secondary emphasis on promotions (Vernemark & Preeti, 2011). In a study conducted by Grønhoj and Ölander (2007), despite having similar views on family consumption issues, the partners felt there were notable differences between them. This was largely due to how responsibilities for specific environmental practices within households were divided between them. Studies examining variations in family members' preferences and attitudes have predominantly focused on the 'process' aspect of family consumption research, particularly on determining which family member (husband or wife) ultimately decides on purchases (Grønhoj & Ölander, 2007). Similarly, findings from a mixed study (Shrestha et al., 2020) indicate that women significantly contribute to energy conservation and show strong energy-saving behaviours and actively participate in household purchasing decisions, effectively enhancing energy efficiency. However, their interest and understanding of technical issues remain low, influenced by gender-based socialization and societal roles (Shrestha et al., 2020).

Hunter et al. (2004), from a cross-national examination of gender across 22 nations indicated that, women typically show greater environmental concern and engage more extensively in environmentally friendly consumer practices such as energy conservation, recycling, and political action (Diamantopoulos et al., 2003), reflecting distinct differences in environmental values and beliefs between the genders (Mostafa, 2007). This trend remains consistent across different countries when comparing environmental attitudes and behaviours (Hunter et al., 2004). Some research indicates that women do not necessarily participate more than men in pro-environmental "public" activities such as volunteering or attending public meetings. However, they are often more engaged in "private" household behaviours that reflect their concern for environmental issues, such as recycling and purchasing/eating organic products (Hunter et al., 2004). A possible explanation linking gender differences in altruism to socialization and life experiences refer to the 'mother and father effect,' suggesting that women with children prioritize local environmental issues, while men,

typically responsible for family financial support, focus more on the economic impacts of consumption (Grönhj et al., 2007; Stern et al., 1993). The study conducted by Mostafa (2007) revealed that men seemed more informed about environmental issues than women and demonstrated greater environmental concern and a more favourable attitude towards green purchasing than women. Research on gender consumption patterns reveals that men typically consume more meat and travel longer distances by car, which may result in greater overall energy usage compared to women (Rätty & Carlsson-Kanyama, 2010). They found significant differences between men and women were in travel, dining out, alcohol, and tobacco consumption, with men using considerably more energy than women in these areas. Men spent more on vehicles, leading to higher energy use, while women consumed more energy on food, medicine, household textiles, and furniture (Rätty & Carlsson-Kanyama, 2010).

Women's eco-friendly personal norms, rooted in nurturing attitudes towards family and children, drive their green purchasing behaviours, reflecting concerns for environmental issues tied to family health and quality of life (Zhao et al., 2020). Gender disparities in environmental concern reflect unique personal values; their adherence to social norms that prioritize others' well-being enhances their altruism and cultivates social-altruistic values (Zhao et al., 2020). The experimental findings showed that when personal identity was emphasized, women reported greater levels of sustainable consumption than men (Costa Pinto et al., 2014). Yet, when social identity was highlighted, men's intentions for sustainable consumption matched those of women (Costa Pinto et al., 2014). According to Wang (2016), daily social practices and resource usage, including energy, transportation, and food, exhibit significant gender differences. Women tend to embrace green practices more than men due to societal expectations and structural factors, viewing themselves as caregivers who consider climate impacts and seek economic benefits through energy savings (Wang, 2016). Women with a strong environmental identity show greater commitment and intention to support companies selling eco-friendly apparel compared to men (Tung et al., 2017). Women tend to value emotional and symbolic possessions more, while men prioritize functional and instrumental products. Men are more likely to be driven by cognitive aspects of their engagement, focusing on aspects like meaning, value, and necessity, particularly with eco-friendly apparel (Tung et al., 2017).

In the era of modernization, sustainable consumption has emerged as a critical concept for policymakers to ensure the long-term sustainability of the world. Vaara and Whittington (2012) highlight Strategy-as-Practice (SAP) research for its ability to reveal how organizational and societal practices shape strategy-making, offering insights into strategy tools, processes, and individual roles while advancing social theories and broadening the scope of organizational analysis. Practice refers to the actions and tasks involved in strategizing, including discussions, decision-making, documentation, and analysing data that lead to the creation and execution of strategies (Whittington, 1996). Policies must consider both material tools and social practices, as they jointly shape organizational behaviour. Material elements like strategic plans guide actions and influence decisions, suggesting that effective policy-making should address both the frameworks and practices that govern daily operations. Policies aiming to promote green consumption should focus not only on outcomes like increased sales of eco-friendly products but also on fostering everyday practices and interactions that embed sustainability into consumer behaviour. Theoretical approaches to socio-technical change within practice theory should recognize the significance of collective agency and strategic action without assigning them a dominant causal role, while remaining open to various forms of collective practices and questioning the fundamental nature of collective actors (Kennedy, Cohen, & Krogman, 2015).

Within the policy sphere, the prevailing theories of social action suggest that incentives like taxes or rebates can encourage individuals to make choices that align with both their own interests and the greater good (Kennedy, Cohen, & Krogman, 2015). The 'nudge' approach, widely accepted in reshaping norms, suggests that governments can subtly influence better decision-making by making minor adjustments to the social environment, acknowledging the conflict of information decision-makers face (Kennedy, Cohen, & Krogman, 2015). The idea behind this is that people can be nudged towards more rational choices, resulting in outcomes that are consistent with the principles of rational choice theory (Kennedy, Cohen, & Krogman, 2015). Eco-labelling serves as a vital instrument for policymakers by encouraging the development of environmentally sustainable and marketable products (Horne, 2009). Its ability to influence purchasing decisions and consumer habits underscores the critical role of trust, reliability, and public awareness in driving the acceptance of green goods and services (Ghouse et al., 2024). Financial incentives for sustainable production practices yield better results when accompanied by platforms that openly communicate their advantages (Feng & Reisner, 2011).

Environmental consciousness drives sustainable consumption by reflecting awareness and emotional connection to ecological issues. This awareness motivates green practices like eco-friendly purchases and waste reduction, rooted in individual ethics and values (Ghouse et al., 2024). Eco-labelling extends beyond individual consumer choices by impacting larger market dynamics and promoting the shift toward a green economy (Bartáková et al., 2024). Companies that focus on eco-innovation and secure environmental certifications can strengthen their market position. In this manner, eco-labelling fosters sustainable economic growth while promoting the use of environmentally responsible products and services. Eco-labelling (EL) serves as a bridge between consumers' environmental concern (EC) and their purchasing intentions (PI) (Bartáková et al., 2024; Ghouse et al., 2024).

The rise of the circular economy fosters sustainable consumption, shaping new consumer behaviours, transforming product markets, and encouraging innovation and ecological values in everyday life. Green products, which align with the principles of the circular economy, support conservation, reprocessing and recycling and are designed to minimize environmental harm (Ghouse, Shekhar, & Chaudhary, 2024). The growing demand for eco-friendly products is strongly linked to individual environmental responsibility, which evolves over time and

influences both social production outcomes and technological advancements (Koval et al., 2023). The circular economy emphasizes a fundamental transformation at macro (national and global), meso (regional and business networks), and micro levels (products, companies, and consumers), with a focus on circular design that minimizes waste, extends product lifecycles, and prioritizes eco-friendly materials, repairability, and recyclability (Marrucci et al., 2019; Ranta & Saari, 2020). By integrating sustainability into the design phase, it encourages durability, reuse, and the development of systems that improve material efficiency, contributing to green consumption by reducing waste and promoting longer-lasting, environmentally responsible products (Ranta & Saari, 2020). Digital technologies are essential for expanding the circular economy, as they enable the generation and analysis of data needed to support new business models and complex circular supply networks (Fraga-Lamas et al., 2021). The shift to a sustainable digital smart circular economy is driven by three essential technologies: IoT, edge computing, and Artificial Intelligence (AI) (Fraga-Lamas, 2021).

Additionally, the circular economy provides strategies to address climate justice, emphasizing the critical role of consumer actions in mitigating climate change impacts (Santos-Corrada et al., 2024), which is one of the sustainable development goals (SDG-13). Environmental concerns, heightened by growing awareness of climate change, global warming, and occasional pandemics, are key predictors of sustainable consumption intentions, driving individuals to adopt more sustainable behaviours (Maduku, 2024). The findings from a quantitative study, conducted in South Africa indicates that consumers' environmental concerns strongly affect their expected emotional responses, both positive and negative (Maduku et al., 2024). This highlights the necessity of designing communication campaigns that amplify awareness of critical environmental challenges, including climate change, ozone depletion, water shortages, air pollution, acid rain, and biodiversity loss. Such messages should also focus on the implications of these issues for individual and collective health, as well as the well-being of other living beings, encouraging greater environmental consciousness.

The primary objective of this study is to understand the integration between social practice theories and green consumption behaviour. Linking social practice theories to the perceptions of green consumption provides a comprehensive framework for understanding and promoting sustainable behaviours. Concerns regarding the impact of climate change on social well-being is a significant topic of the decade. Green consumption entails behaving with a sense of social responsibility and awareness, using commodities that are environmentally friendly and do not pollute or harm the environment (Trong Nguyen et al., 2023). This paper explores how the concept of social practice theories can influence green consumption behaviours among people. Integrating the theoretical framework of social practices helps to explore how daily routines, societal norms, and institutional structures influence green consumption behaviours, focusing on the interaction between agency and social structure, as highlighted by Bourdieu and Giddens. Recent perspectives highlight the integration of material elements, shared cultural meanings, and the dynamic nature of practices, shaped by embodied experiences and influenced by historical, institutional, and spatial contexts, forming identity and cultural engagement (Holland & Lave, 2019; Reckwitz, 2002; Shove et al., 2012; Vaara & Whittington, 2012). Furthermore, contemporary practice theories increasingly incorporate the role of technology, environmental concern, and the growing focus on circular economy principles. These factors are interlinked with global efforts to achieve the Sustainable Development Goals (SDG 12 on responsible consumption and production and SDG 13 on climate action), highlighting the interconnectedness of sustainable practices in a rapidly changing world.

This paper investigates the gender dynamics in green consumption, highlighting the factors that shape differing attitudes between men and women toward consumption. These distinctions arise from variations in personal norms and altruism, differences in household and public environmental practices, social expectations, financial responsibilities, environmental knowledge, and health-related motivations. Gender plays a significant role in shaping green consumption behaviours, with women generally exhibiting a stronger environmental concern, particularly through practices related to energy conservation, recycling, and eco-friendly purchasing. Their motivations are often driven by nurturing norms linked to family and children's well-being (Hunter et al., 2004; Zhao et al., 2020). In contrast, men's consumption tends to be more influenced by economic factors, resulting in higher energy consumption through behaviours like travel and meat consumption (Rätty & Carlson-Kanyama, 2010). Interestingly, while men are often more informed and demonstrate a cognitive focus on green purchasing, driven by aspects like value and necessity (Mostafa, 2007; Tung et al., 2017), their sustainable consumption intentions align more closely with women's when social identity is emphasized (Costa Pinto et al., 2014).

Besides exploring gender dynamics, this paper also identifies several factors that work as determinants of sustainable consumption, namely household composition and consumption patterns, economic and cultural capital, consumer attitudes and demographics including age and education, technological influence, the role of eco-labelling and cultural context and, the role of SDG-12 as strategy of global framework. In the later part, this study provides insights into policy implications within the context of the world's socio-technological development. Social practice theories can enhance the understanding of how strategies such as nudging, eco-labelling, and the circular economy influence sustainable consumption, by highlighting the role of culture, social norms, consumer habits, and the integration of technology in shaping environmentally responsible behaviours. Among the strategies, the concept of "nudge" leverages subtle social changes, such as taxes or rebates, to promote sustainable choices (Kennedy, Cohen, & Krogman, 2015). Eco-labelling builds consumer trust, fosters green consumption, and raises awareness by encouraging sustainable products and services (Ghouse et al., 2024). Additionally, the rise of the circular economy promotes green consumption by focusing on recycling, conservation, and product redesign to minimize environmental harm (Marrucci et al., 2019; Ghouse, Shekhar, & Chaudhary, 2024). Finally, with the integration of digital technologies, such as AI and IoT, the circular economy can optimize resource use and waste management, further advancing sustainable practices (Fraga-Lamas et al., 2021). By incorporating these elements, policymakers can design more effective strategies that encourage sustainable behaviours, promote resource efficiency, and leverage socio-technological development to address environmental challenges.

This study particularly contributes to the actionable policymaking, particularly in developing countries, where socio-cultural and economic factors significantly shape sustainability, highlighting the interconnectedness of social practices with these contexts and emphasizing the need for policies that consider these unique dynamics. Future empirical research should explore the effectiveness of these policy implications in developing countries, aiming to promote a sustainable economic, cultural, and institutional framework. Additionally, further studies are required to understand and clarify other potential pathways for advancing green consumption behaviours. A comprehensive approach integrating both quantitative and qualitative methods will provide

deeper insights into how social practice theories can influence and guide sustainable consumption. Most importantly, smart technologies like AI, IoT, blockchain, and carbon footprint tracking have significant potential in shaping sustainable consumption by optimizing resources, enhancing supply chain transparency, and enabling real-time tracking. These innovations promote convenience, environmental awareness, and informed decision-making, influencing consumer behaviour toward more eco-friendly choices. Thus, future research could offer a comprehensive understanding by analysing the impact of technological advancement on personalized sustainability choices, particularly through the lens of social practice theories.

The study is a review paper that is solely based on numerous relevant literatures.

The study did not receive any funding.