Some Psychological Aspects of Reduced Consumption Behavior: The Role of Intrinsic Satisfaction and Competence Motivation

Nine studies (6 previously published by R. De Young and colleagues and 3 unpublished) that included a bank of questionnaire items on intrinsic satisfactions are summarized and analyzed for their relationship to reduced consumption behavior. Dimensional analysis used in each study to examine the structure of the data identified 2 categories of intrinsic satisfaction (labeled frugality and participation) that are particularly well suited to encouraging such behavior. The dimensional structure of a 3rd category, competence motivation, is interpreted in terms of 3 dominant themes (i.e., world view, pro-self, pro-social) in the research literature. Connections between intrinsic satisfactions and the concepts of locus of control and altruism are discussed. Practitioners encouraging reduced consumption behavior may want to explore strategies that emphasize conservation behavior.