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EMAC 2024 Annual


What shapes sufficiency adoption within families: an analysis based on identity goals
(A2024-119639)

Published: May 28, 2024

AUTHORS

Diana Condrea, University Toulouse Capitole, Toulouse School of Management, TBS Research Center; Laurent Bertrandias, Toulouse Business School

ABSTRACT

Moderating household consumption is urgently needed to support climate mitigation, but how to make this transition possible and how to motivate consumers are major unknowns. To address these gaps, we explore how families integrate sufficiency in their households. We choose this context as the family is unique in shaping both present and future consumption through socialization. Taking a group-level approach, we look at sufficiency through an identity-based theoretical lens. We conducted 15 interviews with 13 families and found that families’ consumer identities shape sufficiency integration. The reach and intensity of adoption vary from limited to extensive across consumption categories based on the sufficiency-friendliness of identity goals, member commitment, and goals’ interplay. By linking identity to sufficiency, we suggest seeing present consumption as an indicator of household identity scenarios upon which we could further build solutions that extend policy efficiency and reach.