New Middle-Class Consumers in Rising Powers: Responsible Consumption and Private Standards

Abstract

In this article we explore how the unprecedented expansion of new middle class consumers in Rising Powers is likely to influence the extent and meaning of responsible consumption through private standards. We find that these middle class consumers are likely to engage in discretionary spending even at relatively low levels of income, although existing research is insufficient to predict the extent to which this discretionary spending will be used for responsible consumption. We develop a simple matrix to explore where and when private standards are more likely to effectively stimulate responsible consumption, and we put forward some hypotheses for future research.

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