Who should consumers be angry with to accept government measures limiting their consumption?[Contre qui les consommateurs doivent-ils être en colère pour accepter des mesures gouvernementales limitant leur consommation ?]

In response to the challenges posed by climate change, various stakeholders are calling on governments to implement restrictive measures targeting consumption behaviors. These Government measures of constrained sobriety (GMCS) raise the issue of their acceptability among consumers. A segment of the literature suggests that consumers' eco-anger could serve as a lever to enhance acceptability. This research examines this possibility by exploring the different directions that eco-anger can take. A large online survey of a representative sample of the French population (N=541) was carried out. The results show that consumers are more likely to be angry with political leaders and businesses than with their peers. However, it is primarily eco-anger directed toward consumers themselves that is associated with greater acceptability of GMCS, although this acceptability decreases as the severity of the proposed measures increases. Societal implications are drawn from these findings.