1 Business and Environment, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University3 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
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