Areas of Individual Consumption Reduction: A Focus on Implemented Restrictions and Willingness for Further Cut-Backs

Abstract

To reduce the high amount of Greenhouse Gas emissions, a more sustainable individual lifestyle is crucial. However, existing research regarding pro-environmental behaviors rarely focuses on a reduction in consumption. Hence, this study investigated different variables (e.g., habits, estimated efficacy of measures, estimated danger of climate change) that might enhance people’s willingness to cut back on several private consumptions for the sake of the environment. In a German-speaking online survey (n = 435), different areas of consumption were looked at separately in different regression models. Additionally, we investigated whether a randomized highlighting of climate change consequences could further increase willingness to implement private cut-backs, which could not be confirmed in subsequent variance analyses. Overall, some variables seem to be connected with a higher willingness to implement cut-backs in most consumption areas and on several levels (e.g., estimated efficacy); other predictors are only involved in specific cut-backs and specific levels (e.g., materialism). Furthermore, different variables seem to be of importance when it comes to already implemented consumption restrictions as opposed to willingness to implement further cut-backs. These results lead to the conclusion that, in order to maximize mitigation potential, it is important to tailor suggestions to the area of consumption. Additionally, for most areas, awareness of the mitigation efficacy of the respective behavior seems crucial.