Living with less: Prospects for sustainability.

In spite of the growing awareness that a more sustainable way of living is necessary, consuming less is still a very difficult option. This dissertation studies the impact of spending less money on the way of living in a post-modern consumer society. Besides a theoretical analysis of 150 years of consumer studies, the dissertation describes the development of thinking about economy from ancient times until now. Qualitative and quantitative empirical research results among other in the consumption behaviour model”: the Transformation Model Living with Less. Furthermore, a socio-economic profile of Dutch downshifters is presented. Based on the so-called Triple G of a sustainable lifestyle (Money, Green, Health) the results for sustainability are discussed. Finally, the dissertation presents recommendations for a marketing strategy to promote a sustainable lifestyle.