EcoRebound: Uncovering Rebound Effects of Sustainable Consumption from a Multi-dimensional Perspective
Background and goals
Over recent decades, there has been a dramatic increase in the global demand for goods and services, leading to significant depletion of natural resources, loss of biodiversity, and heightened environmental degradation. Consequently, sustainability has emerged as a vital issue for various stakeholders including governments, corporations, and environmental groups, influencing every facet of human life, particularly in terms of consumption (Frey et al., 2023). However, this behaviour can paradoxically lead to overconsumption e.g., in the case of buying sustainable products on impulse (Beikverdi, 2024). Thus, it mitigates the positive impacts of sustainable consumption and contributes to what is known as the rebound effect. The rebound effects of sustainable consumption encompass scenarios where sustainable actions unconsciously cause increased consumption (Murray, 2013) or other negative effects related to, for instance, social sustainability. Prior research into the rebound effect focused on how improvements in technology and sustainable practices might not yield the expected environmental benefits because of compensatory behaviours that increase consumption (Binswanger, 2001). As marketing strategies effectively promote green products, consumers prone to sustainable practices might engage in impulse buying, which could negate the ecological benefits through excessive consumption and product returns (Cornish, 2019; Powers & Jack, 2015).
Objectives and benefits
In this project, our objective is to investigate the possible rebound effects of sustainable consumption, working in partnership with leading companies and research institutions. More specifically,
1. We aim to discover a research area by conducting a systematic literature review and exploratory study to obtain a thorough understanding of the current state of knowledge on potential rebound effects of sustainable consumption.
2. We aim to design the further expansion of the project in collaboration with large companies such as VTT and prepare for larger funding applications (e.g., Business Finland or EU grants).
Results
We anticipate producing 2 - 3 publications between 2025 and 2026. It is assumed that the majority of these articles will be accessible through open access. We aim to design the further expansion of the project.
Societal impact
We will actively disseminate research through various activities such as company workshops, seminars and lectures within Bachelor and Master Business courses, For example, during such courses as Digital and Sustainable Business Transformation (MA), Growth Marketing (BA), and User Experience Insights (BA). In addition, intermediate results of the project will be disseminated through Arcada’s webpages, social media and scientific blogs (e.g., Arcada scientific blog).
Sustainable development goals
