When your shop says #lessismore. A field and laboratory intervention on online communication for clothing sufficiency.

This article by Vivian Frick, Maike Gossen, Tilman Santarius and Sonja Geiger in the Journal of Environmental Psychology empirically investigates whether online marketing interventions, especially on social media, can foster less consumption.  In two experiments, consumption reduction and prolonging the lifetime of clothes were promoted. We find that sufficiency-promoting marketing leads to less shopping compared to consumption-promoting marketing. However, endorsement of the marketing communications by other social media users did not have any effect.