Enhancing Consumer and Planetary Well-Being by Consuming Less, Consuming Better

The urgent need to address unsustainable consumption practices has become increasingly evident. While much traditional consumer behavior research serves to stimulate consumption, the focus needs to shift towards encouraging more sustainable consumption patterns. This commentary synthesizes insights from a roundtable discussion at the 2023 Society for Consumer Psychology Conference, which comprised an exploration of novel, creative, actionable, and theoretically sound avenues for getting people to consume less, consume better. The commentary tackles three essential questions: (1) What do we mean by consuming less, consuming better? (2) Who is/are responsible for such behaviors? (3) How do we get people to consume less, consume better? In doing so, it lays out several future research directions.