Running head: KEEP DEGROWTH OR GO REBIRTH 1 Keep Degrowth or Go Rebirth? Regulatory Focus Theory and the Support for a Sustainable Downscaling of Production and Consumption Submitted to Journal of Environmental Psychology (under review, second round) Author Note Dario Krpan and Frédéric Basso, Department of Psychological and Behavioural Science, London School of Economics and Political Science. Declarations of interest: none. Dario Krpan and Frédéric Basso contributed equally to this project. This research has benefited from the Research Infrastructure and Investment Fund (RIIF) of the Department of Psychological and Behavioural Science, LSE. Correspondence concerning this article should be addressed to Dario Krpan, Department of Psychological and Behavioural Science, London School of Economics and Political Science, London WC2A 3LJ, UK. E-mail:
[email protected] 2 KEEP DEGROWTH OR GO REBIRTH Highlights • Degrowth is an alternative sustainable social-economic model. • Using the Regulatory Focus Theory, we tested how to impact support for this model. • Labelling degrowth as Rebirth (vs. Degrowth) did not reliably change its support. • Defining degrowth in terms of Promotion (vs. Prevention) increased its support. • This research introduces the concept of degrowth to environmental psychology. 3 KEEP DEGROWTH OR GO REBIRTH Abstract Considering that the growth model that dominates across the world is unsustainable, an increasing trend of publications indicates that transformative social change toward a “degrowth” economy is necessary to tackle climate change. Defined as an alternative sustainable social- economic model aiming for a downscaling of production and consumption, degrowth has been widely analyzed and documented in social and environmental sciences. However, despite this increasing academic interest, degrowth maintains a rather negative public perception, and remains under-researched in psychology.