A Multi-Theory Approach to Understanding Anti-Consumption for Environmental Sustainability

Abstract

As environmental concerns deepen, interest in green demarketing, which promotes anti-consumption lifestyle is increasing. However, a major barrier to the anti-consumption lifestyle is the perception that it might signal economic resource constraints rather than a voluntary choice by consumers. This dissertation shows that consumers have an implicit association between anti-consumption behavior and low social status (Study 1); as a result, when facing socioeconomic status threat, consumers have a negative attitude toward green demarketing (Study 2); the mere presence of an aspirational group does not have a positive effect on consumers’ attitude toward green demarketing when they are under high socio economic threat in comparison to consumers under low socioeconomic threat, (Study 3); and finally, facilitated affiliation with an aspirational group can help alleviate this negative effect by reaffirming damaged self-worth and mitigating the socioeconomic status threat (Study 4).The results will add to the environmental literature by highlighting how consumer’s self-presentation purpose (i.e., avoidance of signaling low socioeconomic status) might inhibit pro-environmental behavior. In addition, this study will help identify green demarketing policies that consider and accommodate consumers’ self-presentation needs.