This theoretical article contributes with a theoretical model to explore and understand the role of cultural and symbolic drivers behind (un)sustainable patterns and volumes of consumption. More specifically, it addresses the symbolic drivers of consumption in relation to both embracing and resisting consumerism. Classic concepts and themes in the sociology of consumption such as identity, conspicuous consumption, consumerism, status, distinction, rituals, and social comparison are addressed. Through such concepts, the article addresses the contemporary problem of unsustainable mass consumption; that is, the late modern "consumerist" tendency to consume more/faster/larger/fancier, which results in constantly higher climate/ecological footprints. The article also addresses counterefforts to those tendencies; that is, efforts among people/movements/communities to resist consumerism and adopt lifestyles characterized by sufficiency. How are symbolic drivers involved in these opposite tendencies? What are the implications? To address such questions, the paper reviews recent scholarly discussions around how symbolic drivers connect with consumerism and consumerist critique.