Exciting and profitable sustainability through Sufficiency Engineering

In view of the three sustainability strategies (efficiency, consistency, and sufficiency), sufficiency is often attributed to be the least exciting one - leading to challenges in societal acceptance - and is seen not economically viable through its focus on reduction in today’s consumption-driven economy. Against this background, the present work promotes a different perspective on this traditional understanding. By employing the Kano Model of customer satisfaction, the concept of ‘Sufficiency Engineering’ is introduced as a strategy to effectively link excitement and profitability in sustainable development, thereby fostering a long-term customer relationship.