CRISES - Consumption Reduction to Induce Social and Environmental Sustainability

While the acceleration of climate change requires Western consumers to reduce their consumption, political appeals do not necessarily guarantee an easy change in consumer behavior. On the contrary, many individuals respond by rejecting the reduction of consumption, justifying their consumption patterns, and even showing hostility. Therefore, it is essential to identify how individuals respond to specific calls to reduce consumption, who is willing to voluntarily reduce consumption, and who exhibits reactant behavior. However, there is an important gap in research that considers consumption reduction in its social context. Therefore, the objective of the planned research is to contribute to a better understanding of the social dimension of consumption reduction.

Based on previous research, we propose that consumer responses to the call to reduce consumption can be driven by an egosystem and an ecosystem. The egosystem represents a self-centered perspective in which an individual focuses on his or her own needs and feelings, often with the intention of enhancing desired social status and self-image. In contrast, the ecosystem represents a more interconnected way of functioning in which individuals consider their relationship to others and the environment, suggesting a willingness to prioritize collective goals, mutual respect, and cooperation. In our project, we investigate how a) past experiences in social relationships (e.g., experienced responsiveness) and b) personality traits (e.g., Machiavellianism) influence responses to the call to reduce consumption by shaping social beliefs, which we consider a key element of the eco- vs. egosystem perspective. In a study with consumers in Austria, Serbia, and Denmark, we will examine the central role of nonzero-sum beliefs, defined as the belief that social interactions can potentially be satisfying for all parties, and their counterpart, zero-sum beliefs, characterized by the belief that gains and losses of social interactions are always balanced. We hypothesize that, beyond personality differences, perceived responsiveness at different levels, such as family, friendships, local communities, and national policies, influences nonzero-sum beliefs, and that these beliefs influence how individuals respond to different calls to reduce consumption.