Caring and striving: toward a new consumer identity in the process of consumption reduction

Abstract

Adoption of sufficiency-oriented lifestyles is an important part of curbing overconsumption, yet many individuals who try to reduce their consumption volumes experience social difficulties. Combining the perspectives of care and sufficiency-oriented lifestyle changes, this article aims to contribute to the understanding of why such social obstacles occur, how they might be counteracted and in what ways social relations instead may facilitate consumption reduction. Starting from an interview study with 25 Swedish consumption reducers, this article builds on a processual theory of consumer identity and the perspective of care to explore how care and consumption are (re)negotiated in the different stages of reduction. The results highlight the different aspects of care involved in consumption reduction – from motivations for change to negotiations toward a more holistic understanding of care – and show that consumption reduction in many ways is an ongoing process of both caring and striving. By emphasizing how care is renegotiated in a gradual construction of a caring consumer identity, this article discusses the importance of maintaining a sensitivity to the multi-faceted nature of care, acknowledging it both as a source of difficulties and as a key driver for sufficiency-oriented lifestyle changes.