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Unsustainable consumption is an important cause of the continued deterioration of the global environment. The authors compare the ecological impact of anticonsumption lifestyles and environmental concern. Findings indicate that high scores on anticonsumption lifestyles (voluntary simplicity, frugality, and tightwadism) and environmental concern are associated with lower ecological impact. More precisely, the findings show that these lifestyles are not associated with a reduction in consumption, as their stereotypes would imply. Voluntary simplicity (b ¼ À.286) and tightwadism (b ¼ À.216) show a stronger association with lower ecological impact (i.e., are less harmful to the environment) than environmental concern (b ¼ À.190), whereas frugality (b ¼ À.089) is not associated with reduced impact after demographic variables were controlled for. The findings pertaining to voluntary simplicity and tightwadism suggest that resisting consumption is an alternative path toward more sustainable consumption. Public policy makers and marketers can build on these findings and include reduced consumption and sufficiency in their sustainability strategies.

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