The Power of the Commons

This article argues that rational self-interest is but one dimension of human behavior. In the context of ‘overshoot’—the excessive consumption of resources beyond the planet’s regenerative capacity—rational self-interest proves detrimental from an evolutionary perspective. This paper provides an alternative to the Tragedy of The Commons, which results from collective action problems when rational, self-interested consumers put their individual welfare over that of the group, and offers the relational consumer, one who balances individual and group interests. Highlighting how ethics play a pivotal role in consumer behavior, we discuss human behavior, resource management, and collective action, then examine these theoretical frameworks in two case studies based in southern Africa. First is a biotic example of The Commons paired with the uMhlathuze Water Stewardship Partnership; second is an abiotic example of The Commons paired with Rotating Savings and Credit Association. These case studies exemplify not only that coordination is the best outcome, but also that institutions promoting self-interested behavior can undermine both collective and individual well-being. Considering intercultural ethics can augment consumer theory, especially in terms of sustainable long-term development.