Between materialism and sufficiency: influences of consumption orientations on sufficiency behaviour, well-being and policy support considering time affluence

Individual consumption orientations guide what we consider important when consuming products and resources. Two fundamental orientations focus on materialistic values, on the one hand, and sufficiency values, on the other hand, meaning the reduction of resource use to what is actually needed. This psychological research employs a survey design to investigate whether a general orientation towards materialism or sufficiency influences subjective well-being, sufficiency behaviour and support for sufficiency policies. A temporal perspective is applied by considering if a perception of having enough time influences these relations. Hence, time affluence is included as a mediator. Path analyses were based on a convenience sample ( N = 482). Results indicated a negative relation between sufficiency and materialistic orientation. Moreover, materialistic orientation predicted sufficiency behaviour negatively while sufficiency orientation predicted sufficiency behaviour and support for sufficiency policies positively. Materialistic orientation was negatively related to well-being. Mediation analyses further indicated that this relation could be partially mediated through a reduced perception of having enough time. These results underline the personal and sustainability-related benefits of changes in current consumption patterns towards a stronger emphasis on sufficiency and time affluence. To create structural conditions that promote sufficiency orientation and behaviour, sufficiency policies could be an important lever.