What to gain, what to lose? A taxonomy of individual-level gains and losses associated with consumption reduction

Reducing overconsumption to a level that ensures well-being within planetary boundaries is one potential strategy to mitigate climate change. Such strategies might imply considerable changes to consumerist lifestyles. This paper examines individual-level gains and losses that might motivate or hinder people to uptake consumption-reduced lifestyles and accept corresponding demand-side measures. To identify such gains and losses, the paper combines (1) an interdisciplinary systematic literature review spanning eight concepts that assess voluntary consumption reduction from different angles with (2) a qualitative vignette study based upon a sample of mainstream consumers. The paper develops the gains and losses of reduced consumption taxonomy (GLORCY), which comprises three main categories of gains and losses that consumers experience, associate, or anticipate to result from consumption reduction. The taxonomy differentiates personal, social, and universal main categories and provides detailed categories for each. These findings provide relevant insights into motivators and barriers to be considered for promoting consumption reduction strategies.