Sustainable Consumption, Consumption Reduction, and Consumer Sufficiency
Consumers are frequently confronted with calls to reduce consumption in the media, in political discourse, and even at school or university. We examine how consumers respond to such calls. We argue that calls to reduce consumption run the risk of triggering reactance, social conflict, and tensions in society. However, we also argue that such a negative reaction is not the only possible consequence. Rather, we suggest that individuals are often motivated by an ecosystem perspective, which contrasts with the commonly assumed egosystem perspective. These different perspectives are based on the work of Jennifer Crocker. The egosystem describes a way of functioning in which individuals focus on their own needs, goals, and feelings, often at the expense of others. It is a self-centered perspective that prioritizes self-interest and often leads to a disregard for the needs or feelings of others. The motivation associated with the egosystem energizes behavior designed to maintain, enhance, and defend desired social status and self-image. In contrast, the ecosystem reflects a more networked way of functioning in which individuals consider their relationship to others and the environment. It suggests a willingness to prioritize collective goals, mutual respect, and cooperation.
In this context, we study various determinants of sustainable consumer behavior. More recently, we have begun to explore consumption reduction and consumer sufficiency.
One project in this area is:
Read more about our findings in this area:
Florack, A., & Eilender, M. (2023). Verantwortungsvoller Konsum und Konsumreduktion. In A. Achtziger & P. Kenning (Hrsg.), Verbraucherresilienz (S. 109-126). Baden-Baden: Nomos. https://doi.org/10.5771/9783748915348-109
Florack, A., Koch, T., Haasova, S., Kunz, S., & Alves, H. (2021). The differentiation principle: Why consumers often neglect positive attributes of novel food products. Journal of Consumer Psychology, 31(4), 684–705. https://doi.org/10.1002/jcpy.1222
Kunz, S., Florack, A., Campuzano, I., & Alves, H. (2021). The sustainability liability revisited: Positive versus negative differentiation of novel products by sustainability attributes. Appetite, 167, Article 105637. https://doi.org/10.1016/j.appet.2021.105637