Hélène Gorge, Maud Herbert, Nil Özçglar-Toulouse and Isabelle Robert. Paper published in Journal of Macromarketing 1-12 (2014).
This article introduces the concept of sufficiency, its specific dual nature (voluntary and obliged), 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.… >> continue reading