Frugality and Sustainable Consumer Behavior
Summary
Frugality encompasses a deliberate orientation towards resource conservation, characterised by judicious spending, extended product use and minimised waste. In recent years, this disposition has been recognised as a pivotal driver of sustainable consumer behaviour, whereby individuals align their purchasing decisions and everyday practices with environmental objectives. The convergence of psychological, sociological and economic perspectives has illuminated how personal values, identities and anticipated emotional responses shape frugal choices. Key themes include the role of self-concept in guiding consumption patterns, the influence of future-oriented thinking on long-term resource use and the deployment of moral or environmental appeals to reinforce prudent spending. Globally, frugality has been promoted as part of circular-economy strategies and low-carbon initiatives, with practical applications ranging from energy-efficient appliance adoption to the embrace of sharing systems and repair cultures. Emerging research highlights the interdependence of individual agency and structural enablers, such as policy incentives and community norms, in fostering widespread, enduring shifts towards moderate consumption.
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Frugality and Sustainable Consumer Behavior publication trend
The graph below shows the total number of articles in frugality and sustainable consumer behavior across all publications each year (not limited to Nature Index journals).
Technical terms
Frugality: A consumer trait marked by careful resource management, minimal waste and preference for long-lasting products.
Sustainable consumption: The use of goods and services to satisfy needs while reducing environmental impact and preserving resources for future generations.
Consumer identity: The aspect of an individual’s self-concept that is defined by consumption values and behaviours.
Environmental self-identity: The component of self-concept reflecting the extent to which individuals perceive themselves as environmentally responsible actors.
Anticipated guilt: The expectation of feeling guilty, used as an emotional motivator to promote pro-environmental and frugal choices.
Consideration of future consequences: The degree to which individuals contemplate long-term outcomes of their actions when making decisions.
References
- Green, guilty, and frugal: Facilitators of energy saving and the choice of energy-efficient appliances in the Australian energy market. Energy Strategy Reviews (2024).
- Determinants of Frugal Behavior: The Influences of Consciousness for Sustainable Consumption, Materialism, and the Consideration of Future Consequences. Frontiers in Psychology (2020).
- The Influence of Environmental Self-Identity on the Relationship between Consumer Identities and Frugal Behavior. Sustainability (2021).
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