Living with Less: Prospects for Sustainability

201 Pages·2010·2.15 MB·English

Jeanine Schreurs Living with Less: Prospects for Sustainability
The unprecedented growth of consumpƟ on puts a
heavy strain on our environmental resources and
aggravates social and economic inequaliƟ es. So the
costs that come with consumerism and the consum-
erist lifestyle are rising substanƟ ally. Despite the
increasing awareness that a more sustainable way
of living is needed, yet living with less is generally
considered an inconvenient opƟ on.
Here lies the starƟ ng point of this dissertaƟ on that
addresses the quesƟ ons: How do reduced means
impact consumer behaviour within the context of
consumerism and consumer society? And: How can
living with less contribute to sustainability? A mulƟ -
disciplinary, integrated research approach has guid-
ed the analyses of academic literature and the quali-
taƟ ve and quanƟ taƟ ve empirical studies. Results led
to the construcƟ on of a behavioural change model:
the TransformaƟ on Model Living with Less, as well
as to the categorizaƟ on of posiƟ ve and negaƟ ve ex-
periences of living with less. Further, an extensive
profi le of Dutch downshiŌ ers is presented and the
so-called Dutch Triple G’s of sustainable lifestyle is
introduced. By way of encore, the dissertaƟ on clos-
es with an outline of a markeƟ ng strategy for sus-
tainable lifestyle.
Living with Less:
Prospects for Sustainability
Jeanine Schreurs
Cover proefschrift Jeanine.indd 1 1-10-2010 21:42:56
Living with Less:
Prospects for Sustainability

Jeanine Schreurs

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This PhD was carried out at the International Centre for Integrated Assessment and
Sustainable development (ICIS), Maastricht University, The Netherlands.

© Copyright: Jeanine Schreurs, Maastricht 2010
Cover picture: gouache ‘Window’, Erik van der Krogt (www.shapedcanvas.nl)
Print: Schrijen-Lippertz, Voerendaal.
Cover design: Erik van der Krogt en Quadro Vormgevers, Oss.
ISBN nummer 978-90-9025779-2

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Living with Less:
Prospects for Sustainability

PROEFSCHRIFT
Ter verkrijging van de graad van doctor
aan de Universiteit Maastricht
op gezag van de Rector Magnificus,
prof. mr. G.P.M.F. Mols,
volgens het besluit van het College van Decanen,
in het openbaar te verdedigen op
donderdag 11 november 2010 om 14:00 uur
door

Johanna Wilhelmina Rosalie Maria Schreurs

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Promotores

Prof. dr. Pim Martens
Prof. dr. Gerjo Kok

Assessment Committee

Prof. dr. Jan H. Stel (Chair)
Dr. Marius de Geus (Leiden University)
Dr. Ree Meertens
Prof. dr. Ko de Ruyter

This PhD. research was financially supported by:
Boxq O accountants, Flycatcher, Foundation Sobrietas, Publisher Uitgeverij Genoeg,
municipality Landgraaf, SenterNovem, and Jenny Westrik.

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Table of Contents

Chapter 1 Introduction
1.1 Social cultural context of the study 11
1.1.1 Explanations for the popularity of the consumerist lifestyle 12
a) Sociological explanations 12
b) Psychological explanations 13
c) Economic explanations 13
1.1.2 The high price of consumerism 14
a) More personal debts, less life satisfaction 15
b) Growing gap between rich and poor 15
c) Depletion of earth resources and climate change 16
1.1.3 Social-cultural innovation movements 16
a) The new consumer movement: downshifting 16
b) The sustainability movement 17
1.2 Academic context of the study 18
a) Consumer studies 18
b) Environmental studies 18
c) Studies of living with less 18
1.3 Objectives and research questions 20
1.3.1 Objectives 20
1.3.2 Research questions 20
1.4 Theoretical framework 22
1.4.1 Epistemological and methodological frame of reference 22
1.4.2 Conceptualisation 23
a) Consumption 23
b) Frugality 23
c) Downshifting 24
d) Sustainability 25
1.5 Outline 26

Chapter 2 Out of sight, out of mind:
Consumer studies in historic epistemic perspective
Abstract 30
2.1 Introduction 31
2.2 Out of sight: changed meaning of core concepts 32
a) Status, class and lifestyle 32
b) Consumption = buying 34
c) Consumer images 35
2.3 Into the political arena 36
2.4 Beyond: observations of current perspectives 38
2.5 Conclusions 40

Chapter 3 Frugality as a core principle in postmodern consumer society
Abstract 44
3.1 Introduction 45
3.2 Explorations 47
3.2.1 Frugality and related concepts defined 47
3.2.2 The dual nature of frugality as personal and cultural trait 48
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3.2.3 Manifestations of the dual nature of frugality 49
a) Frugality in public policy 50
b) Frugality manifested in consumption and consumer behaviour 51
c) Frugality manifested in the marketing domain 52
3.3 Effects on the epistemic view 52
3.3.1 Frugality in consumer studies 52
3.3.2 Frugality in environmental studies 53
3.3.3 Frugality and new consumer studies 54
3.3.4 Conclusions with regard to the epistemic view 57
3.4 Historical theoretical explanations 57
3.4.1 Philosophical thinking on frugality 58
3.4.2 Frugality in religious thinking 59
3.4.3 Enlightenment philosophy and economics 61
3.4.4 Frugality in modern economics 62
3.5 Discussion and conclusion 63

Chapter 4 Living with less as a transformation process
Abstract 66
4.1 Introduction 67
4.2 Literature review 67
4.3 Data collection and method 68
4.4 Results 70
4.4.1 The sample 70
4.4.2 Data analysis 71
4.4.3 The Transformation Model: Living with Less 72
4.5 Discussion and conclusions 78
4.5.1 Findings 78
4.5.2 Limitations 79
4.5.3 Implications 80

Chapter 5 Meet the Dutch Downshifters
Abstract 84
5.1 Introduction 85
5.1.1 Voluntary downshifting as a social trend 85
5.1.1.1 Downshifting in the Netherlands 86
5.1.1.2 Motivations for voluntary downshifting 87
5.1.2 Conceptual framework 87
5.2 Academic context, objectives, research questions 89
5.2.1 Research theme 1: Downshifting 89
a) Voluntary and involuntary downshifting 89
b) Socio-economic and demographic characteristics 90
c) Downshifting in postmodern consumption society 90
d) Experiences of downshifting 91
5.2.2 Research theme 2: Frugality 92
5.2.3 Research theme 3: Sustainability 93
5.3. Methods 94
5.3.1 Participants and procedure 94
5.3.2 Sample 95
5.3.3 Measures and approach to analysis 96
a) Demographic and socio-economic characteristics 96
b) Changes in finances and expenditures 97
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c) Experiences with downshifting 97
d) Frugality 97
e) Consumption practices 98
5.4 Results 98
5.4.1 Demographic and socio-economic characteristics 98
5.4.1.1 Weighted results 101
5.4.2 Changes in finances: household income and spending reduction 102
5.4.3 Changes in consumption expenditures 103
5.4.4 Positive and negative experiences of downshifting 108
5.4.4.1 Positive and negative experiences categories 108
a) Categories of both positive and negative experiences 108
b) Categories of positive experiences 109
c) Categories of negative experiences 109
5.4.4.2 Groups comparisons 110
5.4.5 Attitudes: frugality and autonomy 113
5.4.6 Consumption practices 116
5.4.6.1 Consumption practices and sustainability 120
5.5 Discussion and conclusions 120
5.5.1 Dutch downshifters and their foreign counterparts 121
5.5.2 Downshifters in a consumption society 123
5.5.3 Perspectives for sustainability 124

Chapter 6 Downshifting and Sustainability
Abstract 128
6.1. Introduction 129
6.2 Prospects for sustainability 130
6.2.1 Frugality and sustainability in postmodern consumer culture 131
6.2.1.1 Implications for sustainability 132
6.2.2 Transformation process and sustainability 132
6.2.2.1 Implications for sustainability 133
6.2.3 Downshifters and sustainability 134
6.2.3.1 Implications for sustainability 136
6.3 A strategy to encourage sustainable living 136
6.3.1 Four priorities 137
6.4 Limitations of the study 140
6.5 Future research 142

Bibliography 145

Appendix Survey: The Genoeg Readers Study 160

Summary 166
Samenvatting 171

Acknowledgements 176
Dankwoord 179

Curriculum vitae 183

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Chapter 1

Introduction

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