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What Do We Really Need? Questioning Consumption Through Sufficiency

Author

Listed:
  • Hélène Gorge

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Maud Herbert

    (IMMD - Institut du Marketing et du Management de la Distribution)

  • Nil Özçağlar-Toulouse
  • Isabelle Robert

    (IMMD - Institut du Marketing et du Management de la Distribution)

Abstract

This article introduces the concept of sufficiency, its specific dual nature (voluntary and obligatory), and its collective implications to the literature on sustainability. Sufficiency implies a reorganization of consumption priorities and is introduced by a discussion of consumerism and the dominant social paradigm. Long interviews with sufficient people show the complexity of the construct, which creates semantic oppositions around the notion of having (everything vs. nothing and not nothing vs. not everything). After a semiotic analysis of people's interpretation of sufficiency, we propose a reflection about the use of macromarketing tools to better enhance and enact sufficiency in a collective way.

Suggested Citation

  • Hélène Gorge & Maud Herbert & Nil Özçağlar-Toulouse & Isabelle Robert, 2015. "What Do We Really Need? Questioning Consumption Through Sufficiency," Post-Print hal-04213034, HAL.
    • Handle: RePEc:hal:journl:hal-04213034
    DOI: 10.1177/0276146714553935
    as

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