The Double-Edged Sword: How Modern Technologies Shape the Rebound Effect in Sustainable Consumption
(A2026-133321)

AUTHORS

Lana Beikverdi, Arcada University of Applied Sciences; Niklas Eriksson, Arcada University of Applied Sciences; Virginie Lavoye, Loughborough University

ABSTRACT

Global consumption continues to rise despite increasing efficiency and widespread promotion of sustainable products, leading to persistent ecological pressures. A central challenge is the rebound effect, where efficiency improvements and cleaner technologies reduce the perceived or actual cost of consumption, encouraging behaviours that offset expected environmental benefits. Modern technologies, such as platforms driven by artificial intelligence and service robots, reshape these dynamics. Such innovations risk amplifying rebound effects, particularly through mechanisms like moral licensing, the green halo effect, and impulse-driven consumption. Yet research on how technologies shape rebound in sustainable consumption remains fragmented and lacks systematic conceptualisation. This paper addresses this gap by proposing a framework that links technological drivers to rebound mechanisms across levels and identifies potential solutions for businesses and policymakers.