NDLI: Leapfrogging to Sustainable Consumption? An Explorative Survey of Consumption Habits and Orientations in Southern Brazil

Content Provider	Springer Nature Link
Author	Schäfer, Martina Jaeger Erben, Melanie Santos, Aguinaldo
Copyright Year	2011
Abstract	In current political and scientific debates on sustainable consumption, the low- and middle-income classes of emerging countries are gaining attention. One common feature of such debates is the idea that these emerging consumer classes could be motivated to “leapfrog” directly to environmentally and socially aware consumption patterns and, thereby, avoid adopting the resource-intensive consumption styles of populations in industrialized countries. To be able to adapt sustainable product development or sustainable communication strategies to the needs of low- and medium-income classes, it is necessary to know more about the basic consumption orientations, current consumption habits, and future consumption aspirations of these societal groups. In order to contribute towards filling that knowledge gap, an exploratory survey was conducted, taking the example of emerging low- and middle-income classes in a Southern Brazilian city. The survey identified five different consumer types: the Home-Centered Traditionals, the Indifferent, the Up-to-date Privileged, the Wanna-be Materialists, and the Quality of Life-Oriented Postmaterialists. The paper outlines some ideas concerning how these types can be addressed with target-group-specific products and services as well as differentiated sustainability communication strategies. We conclude, however, that “leapfrogging” of Brazilian low- and middle-income classes towards sustainable consumption is not a very likely option. There are certain consumption orientations that sustainability strategies can link to, but these trends are not likely to compensate the general tendencies towards a resource-intensive lifestyle following the model of the industrialized countries.
Starting Page	175
Ending Page	196
Page Count	22
File Format	PDF
ISSN	01687034
Journal	Journal of Consumer Policy
Volume Number	34
Issue Number	1
e-ISSN	15730700
Language	English
Publisher	Springer US
Publisher Date	2011-01-11
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Sustainable consumption Lifestyle segmentation Consumption styles Low-income groups Economic Policy Marketing Social Sciences Commercial Law
Content Type	Text
Resource Type	Article
Subject	Economics and Econometrics Business, Management and Accounting

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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