Abstract Ecologically-friendly lifestyles such as Minimalism—living with less—are gaining attention in popular media outlets. However, it is unclear whether ecological concern is driving the popularity of these lifestyles, and how social marketing campaigns could leverage this consumer shift. This research examines whether living with less is equally encouraged by biospheric and egoistic appeals, e.g., reducing carbon emissions and reducing stress, respectively. In an initial exploratory study (N = 265), self-described minimalists reported both biospheric and egoistic concerns as likely to motivate a minimalistic lifestyle. However, in an experimental setting (Study 1; N = 296), biospheric appeals were ineffective in shifting consumption-curtailment engagement, even for highly biospheric participants. The ineffectiveness of biospheric appeals was not explained by value incongruence, presenter relatability, negative affect, perceived self-efficacy or control. The real-world impact of egoistic and biospheric consumption-curtailment appeals was also tested in a week-long online intervention (Study 2; N = 102). The biospheric appeal presented null effects as compared to a control condition, while the egoistic appeal increased participants’ motivation to curtail their consumption. Results suggest that biospheric appeals for consumption curtailment may be ineffective. Limitations and directions for future research, as well as implications for social-marketing practice, are discussed.

中文翻译：

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放弃绿色：关于生物圈呼吁削减消费的（In）有效性

摘要 生态友好的生活方式，如极简主义——用更少的钱生活——正在流行媒体中获得关注。然而，尚不清楚生态问题是否正在推动这些生活方式的流行，以及社交营销活动如何利用这种消费者转变。这项研究检验了生物圈和利己主义呼吁（例如分别减少碳排放和减轻压力）是否同样鼓励了更少的生活。在最初的探索性研究 (N = 265) 中，自我描述的极简主义者报告说，生物圈和利己主义的担忧可能会激发极简主义的生活方式。然而，在实验环境中（研究 1；N = 296），即使对于高度生物圈的参与者，生物圈呼吁在改变消费削减参与方面也无效。生物圈呼吁的无效性不能用价值不一致、演讲者相关性、负面影响、自我效能感或控制来解释。在为期一周的在线干预中也测试了利己主义和生物圈消费削减呼吁的现实世界影响（研究 2；N = 102）。与控制条件相比，生物圈吸引力呈现无效效果，而利己主义吸引力增加了参与者减少消费的动机。结果表明，生物圈呼吁削减消费可能无效。讨论了未来研究的局限性和方向，以及对社会营销实践的影响。在为期一周的在线干预中也测试了利己主义和生物圈消费削减呼吁的现实世界影响（研究 2；N = 102）。与控制条件相比，生物圈吸引力呈现无效效果，而利己主义吸引力增加了参与者减少消费的动机。结果表明，生物圈呼吁削减消费可能无效。讨论了未来研究的局限性和方向，以及对社会营销实践的影响。在为期一周的在线干预中也测试了利己主义和生物圈消费削减呼吁的现实世界影响（研究 2；N = 102）。与控制条件相比，生物圈吸引力呈现无效效果，而利己主义吸引力增加了参与者减少消费的动机。结果表明，生物圈呼吁削减消费可能无效。讨论了未来研究的局限性和方向，以及对社会营销实践的影响。结果表明，生物圈呼吁削减消费可能无效。讨论了未来研究的局限性和方向，以及对社会营销实践的影响。结果表明，生物圈呼吁削减消费可能无效。讨论了未来研究的局限性和方向，以及对社会营销实践的影响。