The Influence of Environmental Self-Identity on the Relationship between Consumer Identities and Frugal Behavior

Domingo Gil-Giménez,Ernesto Suárez,Gabriel Muinos,Gladys Rolo-González

doi:10.3390/su13179664

Domingo Gil-Giménez, Ernesto Suárez + Show 2 more

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https://doi.org/10.3390/su13179664

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Journal: Sustainability	Publication Date: Aug 27, 2021
Citations: 15	License type: CC BY 4.0

Affiliation: University of La Laguna, University of Groningen

Abstract

The need to reduce consumption is evident, and a way of achieving this is through austerity and frugal practices. The aim of this research was to advance the understanding of frugal behavior and its relation to consumer identities, and to analyze any possible mediating effects of environmental self-identity. In Study 1 (n = 492), the factor structure of the consumer identities scale was tested and three distinct identities were defined: moral, wasteful, and thrifty consumer identities. In Study 2 (n = 500), the influence of consumer identities on frugal behavior was studied and the possible mediating effect of environmental self-identity was analyzed. Environmental self-identity completely mediated the relationship between moral identity and frugal behavior and partially mediated the relationships of both wasteful and thrifty identities with frugal behavior. The model was able to predict 27.6% of the variance of environmental self-identity and 47.9% of the variance of frugal behavior, with a strong influence by the thrifty consumer identity. This emphasizes the economic dimension of frugal consumption patterns and the importance of considering how people view themselves, both as individuals and as consumers, in order to more effectively engage and maintain long-term sustainable frugal actions.

Highlights

IntroductionIn the last two centuries, high levels of environmental pollution have been responsible for the increase of approximately 1 ◦ C of the planet’s temperature, with a further estimated increase of 1.5 ◦ C between the years
Given that the items removed belonged to the frugal factor and that all the remaining items had a greater emphasis on economic savings, the name thrifty was maintained for this third factor
This study shows that an individual’s identity influences frugal consumption patterns, which, in turn, is a key aspect of sustainability

Summary

Introduction

In the last two centuries, high levels of environmental pollution have been responsible for the increase of approximately 1 ◦ C of the planet’s temperature, with a further estimated increase of 1.5 ◦ C between the years. 2030 and 2052 if global temperatures continue to rise at the current rate [1]. This change in global temperatures is primarily due to the impact of human behavior [2,3]. Changes in people’s lifestyles and consumption patterns are necessary to minimize this burden and maintain optimal levels of sustainability [4,5,6]. Reducing consumption is an obvious need and a way to achieve this is through austerity and frugal practices. Lastovicka et al [7] (p. 88) defined frugality as a “lifestyle trait characterized by the degree to which consumers are both restrained in acquiring and in resourcefully using economic goods and services to achieve longer-term goals.”

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