The efficiency approach of moving towards sustainable consumption through mainly technological solutions, which dominates environmental policymaking, has overall failed to reduce the adverse environmental impacts caused by unsustainable consumption patterns. Increasingly, it is recognised that efficiency needs to be coupled with sufficiency, which aims to reduce absolute levels of consumption. While the public policy realm continues to be linked to the efficiency approach, environmental non-governmental organisations have an important role in promoting sufficiency-oriented lifestyles and culture. Through interviews, participant observations and a media review, we analysed campaign strategies applied by environmental non-governmental organisations to promote sufficiency in material goods through less use, increased care and maintenance of products. This article contributes with insights on how sufficiency activities could attract a broader target group, as well as the various challenges and contradictions resulting from this process. To explain these challenges and contradictions, this article creates a conceptual distinction between market- and non–market-based sufficiency activities. The distinction elucidates how environmental non-governmental organisations are promoting activities ranging from those that can be applied within the current market arrangements to those dealing with social relations and non-commercial values beyond market exchange in order to gain cultural resonance.

通过主要通过技术解决方案来实现可持续消费的效率方法（主要是环境政策制定），总体上未能减少由于不可持续的消费方式所造成的不利环境影响。人们越来越认识到，效率需要与充足性相结合，其目的是降低绝对的消费水平。虽然公共政策领域继续与效率方法联系在一起，但环境非政府组织在促进以自给自足为目标的生活方式和文化方面具有重要作用。通过访谈，参与者的观察和媒体评论，我们分析了环保非政府组织为减少物质使用，增加产品保养和维护以促进物质充足而应用的运动策略。本文对自给自足活动如何吸引更广泛的目标群体以及此过程中产生的各种挑战和矛盾提供了见解。为了解释这些挑战和矛盾，本文在市场和非市场的自给自足活动之间建立了概念上的区别。这种区别阐明了环境非政府组织如何促进各种活动，从可以在当前市场安排中适用的活动到那些在市场交换之外处理社会关系和非商业价值的活动，以赢得文化共鸣。为了解释这些挑战和矛盾，本文在市场和非市场的自给自足活动之间建立了概念上的区别。这种区别阐明了环境非政府组织如何促进各种活动，从可以在当前市场安排中适用的活动到那些在市场交换之外处理社会关系和非商业价值的活动，以赢得文化共鸣。为了解释这些挑战和矛盾，本文在市场和非市场的自给自足活动之间建立了概念上的区别。这种区别阐明了环境非政府组织如何促进活动，从可以在当前市场安排中应用的活动到那些在市场交换之外处理社会关系和非商业价值的活动，以赢得文化共鸣。