Translating system-level change to individuals: Experimental evidence on avenues to communicate about degrowth and green growth

Degrowth is gaining scholarly attention as a means of transforming affluent societies, by downscaling production and consumption whilst guaranteeing a good life for all within planetary boundaries, through collectively defined self-limitation. However, little empirical research has investigated communication and framing techniques to translate degrowth’s system-level focus into individual consumption decisions and self-limitation practices. There is also little critical reflection on the role of the messenger, that is, how commercial versus non-commercial messengers may effectively promote sufficiency or support the degrowth agenda. In two online experiments and subsequent regression analyses, we explored how framing messages around degrowth versus green growth influenced intentions, values, and behaviors to act more sustainably amongst U.K. millennial respondents (N1 = 969, N2 = 933). In Study 1, comparing the effect of sufficiency-promoting marketing (SPM) messages expressing self-orientation without (green growth) or with (degrowth) limits uncovered little difference in consumption attitudes and behaviors between conditions. SPM appeared ineffective at making degrowth values relevant to individuals or promoting widespread self-limitation, making it incompatible with any degrowth agenda. Study 2 tested whether Degrowth- or Green-Growth-framed communications from a non-commercial messenger affected civic-oriented values and policy support for collective limitations. Green Growth framing garnered higher environmental policy support, whilst Degrowth framing increased the likelihood of choosing degrowth or a-growth positions in the growth-versus-environment debate. These findings suggest degrowth framing inspires values whilst green growth spurs policy support. Further, degrowth messaging focused on system-level problems and solutions based on reductions may disengage individuals from mobilizing for societal change. This research exposes the paradoxical nature of sufficiency-promoting marketing. However, it also reveals potentially counterproductive psychological implications of degrowth messaging that can guide advocates developing communication strategies in non-commercial contexts.Author summary: Degrowth and green growth present two agendas for transitioning to sustainable consumption and production systems, with diverging perspectives on economic growth, environmental protection, and well-being. Despite mounting academic interest in their implications for production, little research has explored how to relate these agendas, especially degrowth, to people’s everyday consumption practices or how to communicate about them. Prior research has explored marketing techniques; wherein commercial entities advocate for reducing consumption by purchasing their products. However, it is critical to test whether commercial or non-commercial messengers may be more effective sources, to avoid the risk of commercial co-optation of degrowth messages. Study 1 tested commercial marketing messages expressing self-orientation without (Green Growth) or with (Degrowth) limits. These messages appeared ineffective at making degrowth values personally relevant or promoting widespread self-limitation. Study 2 tested whether Degrowth- or Green-Growth-framed communications from a non-commercial messenger affected civic-oriented values and policy support. While Degrowth framing did inspire values critical of economic growth, its focus on system-level causes and reduction-oriented solutions may disengage individuals from mobilizing for societal change. Based on our results, we advocate for degrowth communication strategies by non-commercial entities that empower groups or communities, as well as expansive restrictions on advertising.