(Un)sustainable lifestyles: social (im)possibilities to consume less

Humanity exceeds several of the planetary boundaries, with overconsumption as part of the problem.

The proposal argues that we need to understand better how social relations are involved in reproducing or counteracting patterns of excess consumption. The purpose is to contribute knowledge about social (im)possibilities to reduce consumption.

The project will make a theoretical and empirical contribution by its systematic focus on ‘social life’ between macro level institutions and micro level individual behaviour.

The project assumes the importance of social life, including the role of close and distant social relations, both for explaining excess consumption and for the search for alternative lifestyles.An analytical framework with five subthemes is constructed: (1) how everyday rituals and consumption confirm social relations and group solidarity, (2) social comparison and status consumption, (3) normalization of high levels of consumption, (4) time pressure and mobility, and (5) social and community support for lifestyle change.

A qualitative method is applied. Experiences among people with attempts or plans to reduce consumption, will be compiled by interviews.

Experiences gained from the involuntary disruption from several consumer practice during the covid-19 pandemic will also be included. Previous research on reduced consumption have focused on the most committed frontrunners. Therefore, the sample will also include ´mainstream´ environmentally conscious people.