Authors:
A. Preethi, Mohamed Rafiq, G. Madhumita, R. Jeya Rani

Addresses:
Department of Commerce and Management, Center for Distance Education, JAIN (Deemed-to-be University), Bangaluru, Karnataka, India. College of Economics and Business Administration, University of Technology and Applied Sciences, Nizwa, Ad Dakhiliyah, Sultanate of Oman. Department of Management Studies, School of Management Studies, Vels Institute of Science Technology and Advanced Studies, Chennai, Tamil Nadu, India. Department of Business Administration, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India.

Abstract:

The purpose of this study is to explain the paradoxical sustainability in relation to Nordic consumer culture, i.e., that it expresses environmental values but at the same time involves consumerism. The Nordic countries are famously portrayed as environmental leaders with a mission, but their green aspirations stand in stark contrast to the reality of their consumption-based carbon footprints. The study analyses the principles of consumer behavior, environmental attitudes, and the environmental paradox of sustainability in the context of consumption of nature and outdoor recreation. Using the latest consumption data from five Nordic countries (Denmark, Finland, Iceland, Norway, Sweden), researchers find that, despite high levels of climate concern, the inhabitants of the Nordic region have CO2 sub-footprints 1.5-2 times higher than the global average. The hypothesis that being environmentally conscious would lead to substantial reductions in consumption-based emissions was examined using data from approximately 8000 individuals in the Nordic countries. The findings suggest that high-climate-concern individuals have footprint levels 1.5-2 tonnes CO2-equivalent lower than low-concern individuals, and that the most environmentally friendly consumers outstrip fair shares by three times in keeping warming below 1.5 degrees. The explanation dissects the roles of structural barriers, rebound effects, and the commodification of nature as factors. This research provides critical lessons on the attitude-behavior gap in the sustainability transition of affluent societies.

Keywords: Nordic Sustainability Paradox; Consumption-Based Emissions; Climate Concern; Sustainable Consumer Behavior; Sustainable Development; Substantial Reduction.

Received on: 01/02/2025, Revised on: 22/04/2025, Accepted on: 01/08/2025, Published on: 09/05/2026

DOI: 10.69888/FTSML.2026.000652

FMDB Transactions on Sustainable Management Letters, 2026 Vol. 4 No. 2, Pages: 70-77

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