“Under what conditions could sobriety become acceptable, not “punitive”? »

Lhe question of purchasing power is at the heart of the electoral campaign. Soaring prices are forcing many French people to reduce their consumption, which provokes popular anger, even though sober consumption is also essential to reduce greenhouse gas emissions and curb climate change.

But under what conditions could sobriety become acceptable, not “punitive”? Our research, conducted with several hundred consumers, sheds light on the debate. When it is associated with lack, with sacrifice, of course, sobriety arouses rejection. But it can also be presented as a different way of life, which provides other pleasures. And there, perceptions change.

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Take transport. Teleworking, tested on a large scale during the pandemic, has substantially reduced daily car trips, the resulting expenses (and pollution), while generating satisfaction among the majority of those concerned. Less wasted time. Domestic chores carried out during the week, between two files, leaving more free time on weekends. More time with family or friends. More time for yourself.

A chance

The use of bicycles in daily transport is also perceived by consumers, not as a loss of status compared to the use of a car or motorbike, but as a plus, an opportunity, the pleasure of putting one’s body back moving. The number of bicycles sold has also, for the first time, exceeded the number of cars sold in 2021…

The use of composters for organic waste is also growing, especially in working-class areas, a simple gesture when you have a garden and want to avoid having to buy fertilizer.

Environmentally conscious consumers don’t have to give up the indulgences of shopping either, as long as they “crack” for second-hand. The study that we have just carried out at Paris-Dauphine University, in partnership with the French Environment and Energy Management Agency (Ademe) and the Research Center for the Study and Observation of living conditions (Credoc), shows how the image of second-hand purchases has changed completely in a short time.

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Buying second-hand was associated with a lack of money and, in this respect, appeared stigmatizing, at least for the working classes. However, 84% of the people we questioned now believe that doing so is a dignified way to consume. Buying new is even less popular (only 60% consider it a worthy practice).

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