TY - CHAP A1 - Balderjahn, Ingo ED - Boltz, Dirk-Mario ED - Bruhn, Manfred ED - Gröppel-Klein, Andrea ED - Hellmann, Kai-Uwe T1 - Anti-Consumption und Nachhaltigkeit T2 - Marke, Nachhaltigkeit und Verbraucherpolitik : Die Gewährleistungsmarke im Spannungsfeld zwischen Unternehmen, Konsumenten und Regulierung Y1 - 2022 SN - 978-3-7489-1271-2 SN - 978-3-8487-7261-2 U6 - https://doi.org/10.5771/9783748912712-29 SP - 29 EP - 40 PB - Nomos CY - Baden-Baden ER - TY - RPRT A1 - Reimers, Hanna A1 - Jacksohn, Anke A1 - Appenfeller, Dennis A1 - Lasarov, Wassili A1 - Hüttel, Alexandra A1 - Rehdanz, Katrin A1 - Balderjahn, Ingo A1 - Hoffmann, Stefan T1 - Maßnahmen zur Eindämmung von Rebound-Effekten auf Konsument:innen- und Haushaltsebene T2 - iReliefs - Indirect Rebound Effects N2 - Rebound-Effekte, die infolge von Maßnahmen und Handlungen auftreten, die darauf abzielen, den Ressourcenverbrauch und die damit verbundenen Emissionen zu reduzieren, stehen dem Ziel nach Klimaneutralität entgegen. Bei der Entwicklung und dem Einsatz von Maßnahmen zum Ressourcen- und Klimaschutz sollte immer das Auftreten von Rebound-Effekten berücksichtigt und durch geeignete Konzepte zur Abschwächung dieser Effekte ergänzt werden. Die wissenschaftliche Forschung hat sich bisher überwiegend auf die Analyse von Rebound-Effekten und weniger auf die Eindämmung dieser Effekte fokussiert. Der vorgelegte Maßnahmenkatalog zur Eindämmung von Rebound-Effekten, der im Rahmen des vom Bundesministerium für Bildung und Forschung (BMBF) geförderten Verbundprojektes „iReliefs. Indirect Rebound Effects. Lifestyle‐segmentation and Interventions with Efficiency‐Feedback and Sufficiency” (FZK 01UT1706) entwickelt wurde, soll genau diese Wissenslücke schließen. KW - Rebound-Effekte KW - Maßnahmen Y1 - 2021 UR - https://nbn-resolving.org/urn:nbn:de:gbv:8:3-2021-00847-5 PB - Christian-Albrechts-Universität zu Kiel CY - Kiel ER - TY - JOUR A1 - Balderjahn, Ingo A1 - Hoffmann, Stefan A1 - Hüttel, Alexandra T1 - How empowerment and materialism contribute to anti-consumers’ well-being JF - European journal of marketing N2 - Purpose Because steadily growing consumption is not beneficial for nature and climate and is not the same as increasing well-being, an anti-consumerism movement has formed worldwide. The renouncement of dispensable consumption will, however, only establish itself as a significant lifestyle if consumers do not perceive reduced consumption as a personal sacrifice. Since prior research has not yielded a consistent understanding of the relationship between anti-consumption and personal well-being, this paper aims to examine three factors about which theory implies that they may moderate this relationship: decision-control empowerment, market-control empowerment and the value of materialism. Design/methodology/approach The analysis is based on data from a large-scale, representative online survey (N = 1,398). Structural equation modelling with latent interaction effects is used to test how three moderators (decision-control empowerment, market-control empowerment and materialism) affect the relationship amongst four types of anti-consumption (e.g. voluntary simplicity) and three different well-being states (e.g. subjective well-being). Findings While both dimensions of empowerment almost always directly promote consumer well-being, significant moderation effects are present in only a few but meaningful cases. Although the materialism value tends to reduce consumers’ well-being, it improves the well-being effect of two anti-consumption styles. Research limitations/implications Using only one sample from a wealthy country is a limitation of the study. Researchers should replicate the findings in different nations and cultures. Practical implications Consumer affairs practitioners and commercial marketing for sustainably produced, high-quality and long-lasting goods can benefit greatly from these findings. Social implications This paper shows that sustainable marketing campaigns can more easily motivate consumers to voluntarily reduce their consumption for the benefit of society and the environment if a high level of market-control empowerment can be communicated to them. Originality/value This study provides differentiated new insights into the roles of consumer empowerment, i.e. both decision-control empowerment and market-control empowerment, and the value of materialism to frame specific relationships between different anti-consumption types and various well-being states. KW - sustainable consumption KW - anti-consumption KW - consumer well-being KW - materialism KW - consumer empowerment Y1 - 2023 U6 - https://doi.org/10.1108/EJM-04-2020-0284 SN - 0309-0566 SN - 1758-7123 VL - 57 IS - 4 SP - 1186 EP - 1218 PB - Emerald CY - Bradford ER - TY - BOOK A1 - Balderjahn, Ingo T1 - Lust auf Verzicht BT - warum bewusster Konsum glücklich macht und dem Klima hilft N2 - Der globale Klimawandel nimmt weiter bedrohlich zu. Hitzewellen, Flutkatastrophen und Waldbrände gehören fast schon zum Alltag. Trotzdem ist die Bereitschaft in der deutschen Bevölkerung gering, selbst einen Beitrag zum Klimaschutz zu leisten. Das überrascht, denn in Umfragen bekennt sich immer eine große Mehrheit zum Klimaschutz. Allerdings haben wohl viele einen Klimaschutz im Kopf, der persönlich nichts kosten und nichts verändern darf. Ingo Balderjahn setzt sich mit diesem Widerspruch aus verhaltenswissenschaftlicher Sicht auseinander und legt offen, warum viele weiterhin ungebremst verschwenderisch und klimaschädlich konsumieren. Andererseits gibt es durchaus Menschen, die deutlich weniger konsumieren, als sie sich finanziell leisten könnten. Diese Minderheit in Deutschland verzichtet freiwillig auf eher unnötige und kurzlebige Güter - ohne irgendetwas dabei zu entbehren. Im Gegenteil: Genügsame Konsumgewohnheiten stärken die persönliche Selbstbestimmung, Unabhängigkeit und Zufriedenheit. KW - Einkauf KW - Konsum KW - Konsum und Nachhaltigkeit KW - Konsumverhalten KW - nachhaltige Lebensstile KW - Psychologie KW - Ressourcenverbrauch KW - Suffizienz KW - Verantwortung Y1 - 2024 SN - 978-3-98726-319-4 SN - 978-3-98726-081-0 U6 - https://doi.org/10.14512/9783987263194 PB - oekom verlag CY - München ER - TY - JOUR A1 - Balderjahn, Ingo A1 - Seegebarth, Barbara A1 - Lee, Michael S. W. T1 - Less is more! BT - The rationale behind the decision-making style of voluntary simplifiers JF - Journal of cleaner production N2 - Enhancing consumer satisfaction and well-being is an important objective of companies, retailers and public policy makers. In the current debate on climate change, a consistent theme is that consumers in developed countries must learn to consume less. The present study (based on representative data sets from the US, N = 1,017, and Germany, N = 1030) addresses these issues by using a scenario-based experiment to analyze how satisfied voluntary simplifiers (people who voluntarily abstain from consumption) are with their purchase decisions in the case of a muesli brand. The research question is whether people who follow a sustainable, simple lifestyle are more satisfied with their daily consumption choices than people who have a more consumerist lifestyle. If so, it would be easier for many people to change their lifestyles and consume less. In addition, this scenario experiment manipulates consumer empowerment and decision complexity since both factors are supposed to influence purchase satisfaction. The results are consistent across both countries and indicate that voluntary simplifiers experience a higher level of purchasing satisfaction than non-simplifiers, whereby empowerment and decision complexity play different roles. KW - voluntarily simplicity KW - well-being KW - consumer empowerment KW - decision complexity KW - sustainable consumption Y1 - 2020 U6 - https://doi.org/10.1016/j.jclepro.2020.124802 SN - 0959-6526 SN - 1879-1786 VL - 284 PB - Elsevier Science CY - Amsterdam ER - TY - CHAP A1 - Balderjahn, Ingo A1 - Hedergott, Doreen A1 - Appenfeller, Dennis A1 - Peyer, Mathias ED - Baier, Daniel ED - Brusch, Michael T1 - Choice-Based Conjointanalyse T2 - Conjointanalyse N2 - Die auswahlbasierte oder auch Choice-Based Conjointanalyse (CBC) ist die derzeit wohl beliebteste Variante der Conjointanalyse. Gründe dafür bestehen einerseits in der leichten Verfügbarkeit benutzerfreundlicher Software (z.B. R, Sawtooth Software), andererseits weist das Verfahren aufgrund seiner Sonderstellung auch aus methodischer sowie praktischer Sicht Stärken auf. So werden bei einer CBC im Gegensatz zur bewertungsbasierten Conjointanalyse keine Präferenzurteile, sondern diskrete Entscheidungen der Auskunftspersonen erhoben und ausgewertet. Bei der CBC handelt es sich also genau genommen um eine Discrete Choice Analyse (DCA), die auf ein conjointanalytisches Erhebungsdesign angewandt wird. Beide Bezeichnungen werden nach wie vor verwendet, die Methodik wird in diesem Kapitel grundlegend und anhand eines Anwendungsbeispiels diskutiert. Y1 - 2021 SN - 978-3-662-63363-2 SN - 978-3-662-63364-9 U6 - https://doi.org/10.1007/978-3-662-63364-9_8 SP - 185 EP - 203 PB - Springer Gabler CY - Berlin ; Heidelberg ET - 2., überarbeitete und erweiterte ER - TY - JOUR A1 - Reimers, Hanna A1 - Jacksohn, Anke A1 - Appenfeller, Dennis A1 - Lasarov, Wassili A1 - Hüttel, Alexandra A1 - Rehdanz, Katrin A1 - Balderjahn, Ingo A1 - Hoffmann, Stefan T1 - Indirect rebound effects on the consumer level BT - a state-of-the-art literature review JF - Cleaner and responsible consumption N2 - Indirect rebound effects on the consumer level occur when potential greenhouse gas emission savings from the usage of more efficient technologies or more sufficient consumption in one consumption area are partially or fully offset through the consumers’ adverse behavioral responses in other areas. As both economic (e.g., price effects) and psychological (e.g., moral licensing) mechanisms can stimulate these indirect rebound effects, they have been studied in different fields, including economics, industrial ecology, psychology, and consumer research. Consequently, the literature is highly fragmented and disordered. To integrate the body of knowledge for an interdisciplinary audience, we review and summarize the previous literature, covering the microeconomic quantification of indirect rebounds based on observed expenditure behavior and the psychological processes underlying indirect rebounds. The literature review reveals that economic quantifications and psychological processes of indirect rebound effects have not yet been jointly analyzed. We derive directions for future studies, calling for a holistic research agenda that integrates economic and psychological mechanisms. KW - indirect rebound effects KW - income effects KW - substitution effects KW - spillover effects KW - moral licensing Y1 - 2021 U6 - https://doi.org/10.1016/j.clrc.2021.100032 SN - 2666-7843 SN - 1879-1786 VL - 3 PB - Elsevier CY - Amsterdam ER - TY - JOUR A1 - Balderjahn, Ingo A1 - Appenfeller, Dennis T1 - A social marketing approach to voluntary simplicity BT - communicating to consume less JF - Sustainability N2 - Higher eco-efficiency will not be enough to slow global warming caused by climate change. To keep global warming to 2 degrees, people also need to reduce their consumption. At present, however, many who would be able to do so seem unwilling to comply. Given the threats of a runaway climate change, urgent measures are needed to promote less personal consumption. This study, therefore, examines whether social marketing consume-less appeals can be used to encourage consumers to voluntarily abstain from consumption. As part of an online experiment with nearly 2000 randomly sampled users of an online platform for sustainable consumption, we tested the effectiveness of five different “consume-less” appeals based on traditional advertising formats (including emotional, informational, and social claims). The study shows that consume-less appeals are capable of limiting personal desire to buy. However, significant differences in the effectiveness of the appeal formats used in this study were observed. In addition, we found evidence of rebound effects, which leads us to critically evaluate the overall potential of social marketing to promote more resource-conserving lifestyles. While commercial consumer-free appeals have previously been studied (e.g., Patagonia’s “Don’t Buy This Jacked”), this study on the effectiveness of non-commercial consume-free appeals is novel and provides new insights. KW - social marketing KW - voluntary simplicity KW - spending patterns KW - donation behavior KW - sustainability KW - randomized trial KW - rebound-effect Y1 - 2023 U6 - https://doi.org/10.3390/su15032302 SN - 2071-1050 VL - 15 IS - 3 PB - MDPI CY - Basel ER - TY - JOUR A1 - Balderjahn, Ingo A1 - Lee, Michael S. W. A1 - Seegebarth, Barbara A1 - Peyer, Mathias T1 - A sustainable pathway to consumer wellbeing BT - the role of anticonsumption and consumer empowerment JF - The Journal of consumer affairs N2 - This study investigates the effect of different anticonsumption constructs on consumer wellbeing. The study assumes that people will only lower their level of consumption if doing so does not also lower personal wellbeing. More precisely, this research investigates how specific subtypes of sustainable anticonsumption (e.g., voluntary simplicity, collaborative consumption, and debt-free living) relate to different states of consumer's wellbeing (e.g., financial, psychosocial, and subjective wellbeing). This work also examines whether consumer empowerment can improve personal wellbeing and strengthen the anticonsumption wellbeing relationship. The results show that voluntarily foregoing consumption does not reduce wellbeing and consumer empowerment plays a significant role in supporting sustainable pathways to consumer wellbeing. This study reasons that empowerment improves consumer sovereignty, but may be detrimental for consumers heavily concerned about debt-free living. The present investigation concludes by proposing implications for public and consumer policymakers wishing to promote appropriate sustainable (anticonsumption) pathways to consumer wellbeing. Y1 - 2019 U6 - https://doi.org/10.1111/joca.12278 SN - 0022-0078 SN - 1745-6606 VL - 54 IS - 2 SP - 456 EP - 488 PB - Wiley CY - Malden, Mass. ER - TY - JOUR A1 - Balderjahn, Ingo A1 - Hoffmann, Stefan T1 - The Effectiveness of consume-less appeals in social marketing JF - Journal of macromarketing N2 - Consume-less appeals in social marketing can help reduce the lavish consumption in wealthy countries, which poses a major threat to the climate. This study experimentally examines the effectiveness of three different types of consume-less appeals (informative, social normative, and emotional appeals) on participants’ actual spending levels during a real shopping trip compared to a control group (no appeal). In addition, the study tests whether these appeals evoke negative rebounds (in terms of post-purchase climate donation) or positive rebounds (in terms of accepting post-purchase material giveaways). A field experiment in a grocery store in Germany with 170 participants shows that social normative and the emotional appeals reduce actual shopping spending. Informative and social normative appeals increase donations, and emotional appeals reduce the items of taken giveaways. The findings further support certain indirect impacts of the consume-less appeals on rebounds in terms of spending levels. KW - consume-less appeals KW - emotional appeals KW - rebound effects KW - social marketing social norms Y1 - 2023 U6 - https://doi.org/10.1177/02761467231205448 SN - 0276-1467 SN - 1552-6534 PB - Sage CY - Thousand Oaks, Calif. ER -