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Higher eco-efficiency will not be enough to slow global warming caused by climate change. To keep global warming to 2 degrees, people also need to reduce their consumption. At present, however, many who would be able to do so seem unwilling to comply. Given the threats of a runaway climate change, urgent measures are needed to promote less personal consumption. This study, therefore, examines whether social marketing consume-less appeals can be used to encourage consumers to voluntarily abstain from consumption. As part of an online experiment with nearly 2000 randomly sampled users of an online platform for sustainable consumption, we tested the effectiveness of five different “consume-less” appeals based on traditional advertising formats (including emotional, informational, and social claims). The study shows that consume-less appeals are capable of limiting personal desire to buy. However, significant differences in the effectiveness of the appeal formats used in this study were observed. In addition, we found evidence of rebound effects, which leads us to critically evaluate the overall potential of social marketing to promote more resource-conserving lifestyles. While commercial consumer-free appeals have previously been studied (e.g., Patagonia’s “Don’t Buy This Jacked”), this study on the effectiveness of non-commercial consume-free appeals is novel and provides new insights.

No abstract