A recent survey conducted among college students has revealed that reducing consumption not only helps to conserve the earth’s resources but also enhances psychological well-being. Excessive consumption, which has reached unprecedented levels due to globalization, is responsible for the depletion of natural resources beyond the earth’s capacity to replenish. The waste of food, clothing, and electronics is a major contributor to environmental destruction and climate change. Researchers at the University of Arizona have investigated how changes in consumption behavior can lead to sustainability and affect people. According to Sabrina Helm, the author of the study published in the Young Consumers journal, “we are taught from childhood that there is a product for all our desires, and it is okay to buy things because that is how our economy works.”
The study found that it is challenging to change behavior due to early childhood conditioning. Millennials, who grew up with prosperity and education, are known for their high consumption habits, especially online shopping. In Germany alone, 280 million online orders in 2018 resulted in 238,000 tons of CO2 emissions. The researchers suggest two ways to make consumption more environmentally friendly: by purchasing sustainable products instead of cheap, short-lived mass-produced goods or by reducing unnecessary purchases and repairing defective products instead of replacing them.
The researchers surveyed 1,000 college students aged 18 to 26 to analyze their consumption behavior, self-assessment of materialism, and psychological well-being. The results showed that many materialistic millennials are willing to buy more sustainable products, but reducing consumption is almost entirely out of the question for this group. The researchers found that a greater supply of sustainable products could encourage even consumption-oriented people to consume fewer resources. Surprisingly, the study found that reducing consumption, not switching to sustainable products, increased psychological well-being. According to Helm, “reduced consumption increases well-being and reduces psychological stress.”
In conclusion, the study suggests that reducing consumption not only benefits the environment but also enhances psychological well-being. The researchers recommend that people purchase sustainable products and reduce unnecessary purchases to conserve resources. The study also highlights the need for a greater supply of sustainable products to encourage even consumption-oriented people to consume fewer resources.
