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The Concept of “Consumption Corridors” Meets Society: How an Idea for Fundamental Changes in Consumption is Received

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  • R. Defila

    (University of Basel, Program Man-Society-Environment (MGU), Research Group Inter-/Transdisciplinarity)

  • Antonietta Di Giulio

    (University of Basel, Program Man-Society-Environment (MGU), Research Group Inter-/Transdisciplinarity)

Abstract

The concept of consumption corridors is a concept to guide policy design and policy-making. It suggests applying good life and justice as the primary symbolic-interpretative construct in designing and implementing sustainable consumption governance. Proceeding from there, the concept proposes achieving sustainability in consumption by developing corridors of consumption, that is, by defining minima and maxima of consumption. Translating the concept into policies would make it possible to induce fundamental changes in consumption without imposing specific lifestyles on individuals and without demonizing consumption. To investigate how this concept is received in a society, the concept has been subjected to a representative survey in Switzerland (N = 1,059) using an adapted semantic differential scale. Respondents were presented with seven deliberative spaces in which they had to position themselves in their role as citizens. Each of these deliberative spaces is formed by juxtaposing contradicting (bipolar) arguments representing a debate, and each deliberative space represents a belief that is crucial to the concept. The results show that the seven deliberative spaces reflect a common latent factor, the openness to endorse the concept of consumption corridors. The results of the respondents’ positioning suggest a slightly positive openness to endorse the concept in Switzerland. Multiple regression analysis was used to test if gender, age, income, education, altruism, and political attitude predict participants’ openness to endorse the concept. Political attitude is the strongest predictor of the respondents’ overall positioning, but the effect of the political attitude on the reception of the concept is, at least in Switzerland, less strong than assumed. Similarly, at least in Switzerland, the concept is less polarizing than expected, that is, it is controversial but not polarizing. In sum, the concept of consumption corridors offers a new frame for governance that has the potential to provide common ground beyond traditional political divides. People do not reject the frame provided by the concept in terms of its content, and they do not think that it would be impossible to put it into practice. Finally, people are able and willing to engage with the arguments in favour and against the concept.

Suggested Citation

  • R. Defila & Antonietta Di Giulio, 2020. "The Concept of “Consumption Corridors” Meets Society: How an Idea for Fundamental Changes in Consumption is Received," Journal of Consumer Policy, Springer, vol. 43(2), pages 315-344, June.
    • Handle: RePEc:kap:jcopol:v:43:y:2020:i:2:d:10.1007_s10603-019-09437-w
    DOI: 10.1007/s10603-019-09437-w
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    References listed on IDEAS

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    Cited by:

    1. Wencke Gwozdz & Lucia A. Reisch & John Thøgersen, 2020. "Behaviour Change for Sustainable Consumption," Journal of Consumer Policy, Springer, vol. 43(2), pages 249-253, June.
    2. M. Kanerva, 2022. "Consumption Corridors and the Case of Meat," Journal of Consumer Policy, Springer, vol. 45(4), pages 619-653, December.
    3. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.

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