Journal of Consumer Policy

, Volume 28, Issue 2, pp 143–177

How May Consumer Policy Empower Consumers for Sustainable Lifestyles?


DOI: 10.1007/s10603-005-2982-8

Cite this article as:
Thøgersen, J. J Consum Policy (2005) 28: 143. doi:10.1007/s10603-005-2982-8


Consumer policy can empower consumers for changing lifestyles by reducing personal constraints and limitations, but it should also attempt to loosen some of the external constraints that make changes towards a more sustainable lifestyle difficult. In terms of reducing consumers’ subjectively felt restrictions on their ability to change lifestyle, the two approaches are equivalent. Policies that increase a feeling of empowerment may also have a positive effect on consumers’ motivation to make an effort, thus amplifying its effects. In this paper both types of constraints on lifestyle changes in a sustainable direction are discussed as well as policies for reducing constraints. Possible motivational effects of the proposed policies are also outlined.

Copyright information

© Springer 2005

Authors and Affiliations

  1. 1.Department of Marketing, Informatics and StatisticsAarhus School of BusinessAarhusvDenmark