ABSTRACT
Chapter 8 focuses on the relation between affluent consumers’ stress coping and sustainable consumption. Consumers’ available stress coping options are discussed. An embodied circuit of stress is where affluent marketplace stressors sustain affluent consumption through social support-seeking coping. This circuit is illustrated as a spiral – designed to make clear the important message in this book that marketplace-induced stressors and marketplace-afforded coping strategies fuel affluent consumption. Alternative stress coping strategies that might have the opposite effect include reduced affluent consumption through inter-personal coping as an alternative spiral of less stress, less stress coping and reduced affluent consumption.
