Toward a theory of restraint

Consumption largely remains a black box in the population, environment, and global change debates. The dominant perspective takes insatiability as axiomatic and assumes that reduced consumption will only happen through scarcity or the impositions of external authority. Yet humans often exhibit resource limiting behavior that is not the result of external controls nor is it altruistic or aberrant. This article develops the concept of restraint as an evolutionarily and culturally significant behavior, yet one that in modern times has been relegated to a regressive, if not trivial, status. The article defines restraint, hypothesizes its historical and evolutionary roots, lays out the conditions under which it can occur, and develops a theoretical parallel to cooperation in international relations theory.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/43491/1/11111_2005_Article_BF02208422.pd

Sustainable consumption:opportunities for consumer research and public policy

This essay explores sustainable consumption and considers possible roles for marketing and consumer researchers and public policy makers in addressing the many sustainability challenges that pervade the planet. Future research approaches to this interdisciplinary topic must be comprehensive and systematic and would benefit from a variety of different perspectives. There are several opportunities for further research; the authors explore three areas in detail. First, they consider the inconsistency between the attitudes and behaviors of consumers with respect to sustainability. Second, they broaden the agenda to explore the role of individual citizens in society. Third, they propose a macroinstitutional approach to fostering sustainability. For each of these separate, but interrelated, opportunities, the authors examine the area in detail and consider possible research avenues and public policy initiatives