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Master Thesis

Perceived spiritual value: a key to encourage deconsumption

Abstract : Associating deconsumption with stimulating values is a tall order. Actually, environmentally-friendly actions, including responsible consumption, are generally presented in communications as obligations. Happiness promises from advertissements encouraging more consumption turn out to be more mobilising than this environmental speech, a bit punitive. However, Kotler (2010) spurs to use a Marketing 3.0 which is focused on values and meaning quest. Consumers and some individuals’ generations (such as Millennials) bring to light cues of search for meaning in their daily life. Confering a spiritual value, then as a positive one, to deconsumption could be a route to convince consumers to reduce their consumption, often too excessive and detrimental to society and to our planet. This is precisely the objective of this thesis, particularly original as research did not get really interested to the spiritual value and was even less interested to deconsumption strictly speaking. The challenge of this work is to identify, through a literature review and one qualitative study on deconsumption, communication levers (goals activation as ideals vs. oughts ; motivations as self-enhancement vs. self-transcendence ; emphasising the choice or not) likely to increase the perceived spiritual value. In consequence, these levers will be tested through at least three experiments to understand: 1) their effects on deconsumption intention, 2) involved psychological mecanisms (perception of personal role, perceived situational control, anticipated happiness) as well as 3) potential moderating effects (generation, self-control as a personality trait). This research will deliver effective means to communicators to insure transitions to a deconsumption society and other transitions.
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Master Thesis
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Submitted on : Friday, March 19, 2021 - 10:54:35 AM
Last modification on : Tuesday, April 6, 2021 - 3:23:33 AM


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  • HAL Id : dumas-03003011, version 1


Guillaume Fayolle. Perceived spiritual value: a key to encourage deconsumption. Business administration. 2020. ⟨dumas-03003011⟩



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