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Social innovations for sustainable consumption have attracted policymakers' attention internationally as a possible means to reach sustainability and climate change goals. So far, most of the research on the emergence and potential of social innovations has been carried out in the Global North. Consequentially, some theoretical approaches and concepts have not been reviewed critically for their applicability in other contexts. This paper explores similarities and differences in the emergence and development process of social innovations for sustainable consumption in different cultural and geographical contexts to fill this gap. The objective is to enrich current concepts with more context-sensitive categories. On this account, the paper undertakes an explorative qualitative cross-country analysis of innovations for sustainable consumption in diverse sectors, using a sample of 87 cases collected by desk research in Brazil, Germany, and Iran. The analysis is based on a procedural perspective on innovation and refers to the three phases problematization, experimentation, and restabilization. The research shows that, in the problematization phase, the initiatives differ in taking up "globalized" challenges affecting most countries worldwide versus "locally emerged" ones, more connected to socio-economic, cultural, or political specifics. Experimentation with possible solutions differentiates between "imported" versus "locally" invented or appropriated context-specific approaches. Forms and degrees of restabilization depend mainly on framings for start-ups or non-governmental organizations and the local government's openness for innovative approaches. Based on the manifestation of these characteristics, the analyses result in four different qualitative types. The identified categories complement existing typologies, which so far neglect the geopolitical scope of the addressed problems and the tested solutions. Further empirical analyses in different countries will show whether the identified categories and types are helpful for a better understanding of the emergence and development of social innovations for sustainable consumption in different socio-economic, geopolitical, and cultural contexts. • The analytical framework combines the phenomena of sustainable consumption with the three phases of the innovation process. • Social innovations for sustainable consumption differ in their reaction to global or local challenges. • The solutions to global and local challenges can be imported, locally invented, or appropriated context-specific approaches. [ABSTRACT FROM AUTHOR]