Flying rebound: consequences of the imposed flying sufficiency during the COVID-19 pandemic

Hoffmann, Stefan; Lang, Natalie; Lasarov, Wassili; Reimers, Hanna

doi:10.1080/09669582.2022.2162062

Cited by 1 publication

(1 citation statement)

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“…Therefore, to halt climate change, efficiency approaches must be accompanied by sufficiency strategies that are able to reduce the absolute consumption of resources (Brinken, Trojahn, and Behrendt 2022; Sandberg 2018; Vita et al 2019). In terms of the individual, sufficiency indicates that consumption should be adequate but not wasteful (Hoffmann et al 2023; Gossen, Ziesemer, and Schrader 2019; Sandberg 2018). For example, consumption styles of frugality and voluntary simplicity follow the principle of sufficiency (Alexander and Ussher 2012; Peyer et al 2017; Seegebarth et al 2016).…”

Section: Background and Hypotheses Developmentmentioning

confidence: 99%

The Effectiveness of Consume-less Appeals in Social Marketing

Balderjahn,

Hoffmann

2023

Journal of Macromarketing

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Consume-less appeals in social marketing can help reduce the lavish consumption in wealthy countries, which poses a major threat to the climate. This study experimentally examines the effectiveness of three different types of consume-less appeals (informative, social normative, and emotional appeals) on participants’ actual spending levels during a real shopping trip compared to a control group (no appeal). In addition, the study tests whether these appeals evoke negative rebounds (in terms of post-purchase climate donation) or positive rebounds (in terms of accepting post-purchase material giveaways). A field experiment in a grocery store in Germany with 170 participants shows that social normative and the emotional appeals reduce actual shopping spending. Informative and social normative appeals increase donations, and emotional appeals reduce the items of taken giveaways. The findings further support certain indirect impacts of the consume-less appeals on rebounds in terms of spending levels.

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