Can Sustainability Break the Glass Floor of the Social Imaginary?

Nil Özçaglar-Toulouse, Universite Lille Nord de France, France
Mathilde Szuba, University of Paris 1, France
This paper explores the tensions lived by downshifters in their quest of a sustainable lifestyle. Results indicate that downshifting is limited by a “glass floor,” which reflects the social imaginary, and that there seems to be a minimum level of socially required consumption.
[ to cite ]:
Nil Özçaglar-Toulouse and Mathilde Szuba (2011) ,"Can Sustainability Break the Glass Floor of the Social Imaginary?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.