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Research Question
Do ordinary people deal with the strategy of self-sufficiency in daily life and if they do so, what
factors have an on-going effect on their actions?
And is there any potential for a self-sufficiency strategy in a sufficiency-hostile society?
Methodology
The study is based on a Grounded Theory-approach. This qualitative methodology is qualified for an open exploitation of consumer behaviour. 42 interviews with
German household members from three different age groups present the empirical data set. After the first open analysis, secondly the interviews were analysed using a
framework to cluster self-sufficiency activities as a basis for the relaunch of production and consumption systems. Regularly, the paradigma of codes and codes
families was adapted (Glaser & Strauss 1968; Strbing 2014).
Results
Are there any self-sufficiency tendencies?
Derived from the definition of several studies (e.g. Stengel, 2011; Princen, 2005) a framework of steps towards a self-sufficiency was developed and applied onto the
results. Basically the framework is able to define 3 types of behaviour (Lukas & Hasselkuss, under review):
conventional consumption, moderate self-sufficient and strong self-sufficient.
Exemplary, strong-sufficient persons tend to follow and mix up attitudes in a very special way, e.g. environmental-friendly actions are combinded with a flexible type of
decision-making. Theses consumers do not suffer from meanings such as doing without, such as conventional consumers often do, if any rejections are applied in
daily routines. All in all, the interview partners mixed up their actions within the three types of acting. That means, even if they are categorized as strong-sufficient, they
act in several fields of action in a more conventional way, e.g. within holiday journeys. Thus, a switch in between the types of action is often a unreflected part of life.
Consumption is not a practice itself but rather engaging in many practices requires a
certain level of consumption of goods or services (Warde 2005). Obviously, selfsufficient actions do not necessarily require any change in material and products, they
are shaped by special meaning and maybe require a change in competences. Fig. 2
displays several meanings which mainly influence related practices and which are
strongly linked with sufficiency-relevant attitudes, e.g. environmental consciousness,
health consciousness or saving money. The context of saving money is defined as a
very common meaning and strategy, which influences sufficiency practices as well as
efficiency strategies.
10000
2631,3
100%
1000
90%
520,3
80%
70%
100
60%
50%
18,4
10
5,7
3
40%
10,5
20%
3,8
3
1,6
30%
10%
0%
Cycling
1,8
0,5
0,1
Mobility
Nutri,on
Housing
Holiday& Leisure
Rejec,ng
animal
proteine
Growing
food
Repairing
goods
Sharing
clothes
Saving
money
Environmental
consciousness
Socio-ethic
aFtudes
Health
consciousness
RejecBon
of
consumpBon
cycles
Follow
a
trend
IAB 2014
melanie.lukas@wupperinst.org