Sustainable household consumption and quality of life: the acceptability of sustainable consumption patterns and consumer policy strategies

A multidisciplinary computer-based field study among 393 Dutch households e xamined how people judge the 'social' sustainability (quality-of-life effec ts) of 'environmentally' sustainable household consumption patterns (less e nergy-use demanding) and associated policy options. The study revealed that about two-thirds of the households had to reduce their direct and indirect energy use within the next five years in order to move towards environment ally sustainable consumption patterns. The least sustainable consumption pa tterns were found among high income groups and young couples. Overall, resp ondents did not believe that their quality of life will be affected as long as the necessary reduction of energy use stays below 30 gigajoules (24% of their total household energy use). Moreover, respondents were willing to a ccept almost all energy-saving policy measures. However, respondents did ap pear to be more willing to pay for sustaining their comfort, freedom and pl easure while reducing the environmental impact of their consumption than th ey were to give up some of their quality of life.