Consumer acceptance of sufficiency in the face of climate challenges. – ACSOBRIC

The context of climate emergency raises the question of how to massively and rapidly change consumer behavior (HCC, 2023). The ACSOBRIC project starts from the «normative» sufficiency approach, that is, driven by the public authorities and driven by environmental objectives (Francois-Lecompte and Bertrandias, forthcoming). In this approach, individual consumption reduction behaviours are encouraged, accelerated or even made mandatory.
A major stumbling block of a «normative» sufficiency is that of the acceptability by individuals of the measures that are necessary to him because they reverse the dominant vision of a sovereign consumer (Heiskanen, Mont and Power, 2014).
ACSOBRIC therefore has the central objective of assisting public policy decisions in environmental matters, in (1) identifying the consumption behaviours on which to prioritize normative sufficiency measures, as well as in (2) exploring public policy measures to minimize the risk of social protest.
Achieving the first objective requires the analysis of sufficient behaviours from two complementary angles: that of their effectiveness from an environmental point of view, as well as that of the cost of renunciation for individuals, inversely related to their degree of attachment to behavior. Combining these two dimensions of efficiency and attachment could effectively guide public policies by identifying behaviors to target as a priority. The challenge is also to identify the levers of the acceptability of public policy incentives or restrictive in environmental matters.
Acsobric focuses on consumer behavior and the path to sobriety. It brings together 5 laboratories, from 3 different disciplinary fields: marketing, political science and engineer science, and falls within the D1 axis.