Consumers can be empowered for changing lifestyles by reducing some of their individual limitations, but it is also important to reduce some of the external constraints that make changes towards a more sustainable lifestyle difficult. In terms of reducing consumers' subjectively felt restrictions on their ability to change lifestyle, the two approaches are equivalent. Policy that increases a feeling of empowerment may also have a positive effect on consumers' motivation to make an effort, thus amplifying its effects. In this paper I discuss both types of constraints on lifestyle changes in a sustainable direction as well as adequate policy for reducing constraints. I also discuss possible motivational effects of the proposed policies.
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12th International Conference of Greening of Industry Network, Hong Kong, 2004