Consuming beyond survival: an evolutionary approach to sustainable consumption

Theme 6. Society & Sustainability Track 6d. Lifestyles & Consumer Behaviour Justification for the paper This paper aims to extend sustainable consumption research beyond value-based models for identifying behavioural... [ view full abstract ]

Theme
6. Society & Sustainability

Track
6d. Lifestyles & Consumer Behaviour


Justification for the paper
This paper aims to extend sustainable consumption research beyond

value-based models for identifying behavioural intentions as these have met with

mixed results. Considering the range of internal and external factors affecting

choice, it looks to examine the role of an individual’s status in consumption

decisions where what we consume has been identified as an important element in

how we manage our social position.


Within evolutionary psychology, the individual is identified as a decision maker,

motivated to manage their status by navigating social hierarchies in a strategic

way; where the tactics that are available and most attractive are shaped

through social norms and structures. What remains unclear is a full

understanding of the relationship between strategies for navigating these

hierarchies, the associated tactics and how and when they are used.


Purpose
This research explores how Dominance and Prestige status enhancing strategies

may be used to influence consumption.


Theoretical framework
This research seeks to understand status strategies and to site them within a

conceptual framework, which unifies wider evolutionary psychology theory and

dominant marketing paradigms including consumer culture theory and

collectivism (Kyl-Heku & Buss, 1996; Henrich & Gil-White, 2001; Arnould &

Thompson, 2005; Griskevicius et al, 2010). In doing so, helps explain the

relationship between status as conceptualised from a range of theoretical

perspectives and sustainable consumption.


Results and conclusions
The paper concludes that to promote sustainable consumption, status

strategies must be understood, as these represent a fundamental influence on

consumption, and sustainability research must continue to transition away

from value-based models to adopt a more holistic approach in identifying

behavioural interventions.


Implications for Tipping Points
Examining the widespread culture of consumption from this perspective

enhances the understanding of the increasing desire to consume as a means to

signal status among peers and identifies possible behavioural interventions.


Key words
Consumption, collectivism, social marketing, evolutionary psychology, status