Authors: Pascal Stiefenhofer ^1,2

• 1 Newcastle University [Newcastle]
• 2 Newcastle University Business School

This paper examines the intersection of philosophical ethics and economic theory through the lens of ethical consumption, proposing its transformative potential to steer democratic governance toward sustainability. As awareness of environmental and social imperatives deepens, the demand for ethically produced and environmentally responsible products disrupts traditional economic paradigms focused on utility maximization and market efficiency. This shift, driven by increased transparency, equity concerns, and a commitment to values-based consumption, prompts a critical reassessment of foundational economic assumptions.Conventional neoclassical models, with their emphasis on rational agents and market equilibrium, often neglect crucial elements of sustainability, including ecological integrity, social justice, and intergenerational ethics. In contrast, a democracy rooted in sustainability prioritizes ethical imperatives, long-term accountability, and equitable policies to foster a just future. This paper contrasts the neoclassical, market-centred approach with the growing influence of ethical consumers who prioritize sustainability and moral responsibility over sheer utility, arguing that embedding these ethical dimensions into economic frameworks is essential for creating a consumption paradigm grounded in inclusivity and ethical responsibility.Drawing from White’s Kantian-economic model of decision making (2011) and Inglehart’s theory of intergenerational value transformation (1990), the paper illuminates how evolving societal values challenge traditional economic assumptions. Through a vector bundle approach with projection mapping, the paper proposes a model that integrates Kantian moral imperatives within economic structures, accommodating both fixed moral duties and flexible ethical preferences to capture value shifts over time. This approach envisions an economy aligned with post-materialist values, fostering ethical consumption and supporting sustainable societal well-being through a responsive, value-oriented democratic order.