This project is funded by Klima- und Energiefonds and carried out as part of the "Austrian Climate Research Program".
Consumer sufficiency as a pathway to climate change mitigation:
Understanding the effectiveness of gain-frames to foster consumption reduction
The institute's new research project, funded by Klima- und Energiefonds and in collaboration with the University Duisburg-Essen, addresses the reduction of individual consumption as a strategic vision for mitigating climate change.
Project period: 36 Months (Start: November, 1st 2020)
Project objectives
- Broadening and deepening the conceptual understanding of consumer sufficiency
- Identification of the individual consumer's related motives and barriers
- Empirical testing of the effectiveness of gain frames in communication to promote consumer sufficiency
Research design
Multi-method approach consisting of
- systematic literature review
- questionnaire-based cross-sectional study with consumers
- experiments
Planned learnings
- Insights into the willingness of Austrian consumers to reduce consumption
- Benefits that could be conveyed in communication to encourage consumers to reduce consumption
- Insight into effective designs and target segments for communication
- Results can support different stakeholders in their search for effective measures to promote sustainable consumption behavior
Funding
Klima- und Energiefonds
Contact
First results
Here you can download the poster as PDF
