'Buy less' campaigns don't work
8 hours ago
- #consumer behavior
- #degrowth
- #sustainability
- Marketing campaigns promoting reduced consumption have limited impact on behavior and may be counterproductive, as per LSE research.
- Study with UK millennials showed 'green growth' and 'degrowth' campaigns had little effect on purchase intentions or behavior changes.
- Green growth messages, focusing on sustainable choices without reduced consumption, are more effective for policy support and practical action.
- Degrowth messages encourage questioning endless growth but may demotivate action by emphasizing large-scale problems and reduced consumption.
- Researchers recommend degrowth communication by non-commercial entities and advocate for broader advertising restrictions to curb consumerism.