Reducing without losing: Reduced consumption and its implications for well-being

Consumption is often considered important for achieving and maintaining well-being, particularly in current market societies. However, overconsumption is a significant driver of climate issues as it results in material scarcity and carbon emissions. Reduced consumption is one possible solution to environmental problems associated with climate change, as it lowers resource use and prevents waste creation. However, reductions in consumption may be perceived as a threat to human well-being. In this paper, we systematically review the literature to provide an overview of empirical studies that investigate the relationship between reduced consumption and well-being at the individual level. The majority of selected studies suggest that reduced consumption is associated with higher levels of well-being or that there is not a significant relationship. Others indicate potential negative effects. The results suggest that reducing consumption does not typically have a negative association with the wellbeing of consumers in wealthy nations. Reported increases in well-being may be due to supporting consumers' autonomy, environmental mastery, and social relationships. Societal norms and the consumption behavior of our peers likely influence the relationship. By conducting the first systematic literature review on the relationship between reduced consumption and well-being, we provide a more integrated understanding of consumption's role in well-being and in what contexts reduced consumption can be beneficial. Reduced consumption seems achievable from a wellbeing perspective, but more research is needed regarding practical implications for marketers, government, and consumers.