Frugality

Abstract: This conceptual review article provides a critical appraisal of Sustainable Consumption and Production research, which is currently framed by two generic positions. First, the ‘reformist’ position, which focuses on firms pursuing green eco-innovations and consumers buying eco-efficient products, represents the political and academic orthodoxy. Second, the ‘revolutionary’ position, which is a radical critique of the mainstream, advocates the abolishment of capitalism, materialism, and consumerism, and promotes values such as frugality, sufficiency, and localism. We find this dichotomous debate problematic, because it is intellectually stifling and politically conservative (in its outcomes). To move beyond this dichotomy, we propose a third position, ‘reconfiguration’, which focuses on transitions in socio-technical systems and daily life practices and accommodates new conceptual frameworks. For each of the three positions, we discuss: (1) the scale and type of change, (2) views on consumption and production in exemplary approaches, (3) underlying theoretical, epistemological and normative orientations, (4) policy implications, and (5) critical appraisal. The conclusion compares the three positions, provides arguments for the fruitfulness of the reconfiguration-position and offers four critical reflections about future Sustainable Consumption and Production research agendas.

Abstract: While the literature on anti-consumption is rich and growing, there is still a lack of understanding among consumer researchers regarding why consumers choose to avoid consumption. This study seeks to extend the literature by exploring whether a group of consumers who reduce consumption through choosing to share rather than own are motivated by anti-consumption reasons. The authors use quantitative data from 397 toy library members to explore why members choose to participate in this form of sharing. The study reveals four groups – Socialites, Market Avoiders, Quiet Anti-Consumers and Passive Members. The Socialites enjoy the social benefits of active participation in their library. The Market Avoiders also perceived social and community benefits, are interested in sharing and are the least materialistic of the groups. The Quiet Anti-Consumers feel a sense of belonging to their toy library and hold strong anti-consumption, frugality and sharing values. The Passive Members are not socially involved, nor did they hold strong anti-consumption values. Thus, the authors find evidence that sharing may be one possible alternative market structure that may be adopted by anti-consumption consumers. Copyright © 2010 John Wiley & Sons, Ltd.

Abstract: This article extends social psychological research on the motivations for sustainable consumption from the predominant domain of ecologically conscious consumer behaviour to socially conscious and frugal consumer behaviours. A UK-based survey study examines relationships between socially conscious and frugal consumer behaviours and Schwartz's value types, personal and socio-political materialism, and demographics among the general public. Socially conscious consumer behaviour, like its ecological counterpart, appears to be an expression of pro-social values. In contrast, frugal consumer behaviour relates primarily to low personal materialism and income constraints. As such, it does not yet represent a fully developed moral challenge to consumerism.