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In our target article (Markowitz & Bowerman 2011), we reported findings from a series of surveys suggesting that a large majority of Americans possess positive attitudes towards reducing consumption, with implications for individual and policy actions. Commentators Katherine Arbuthnott, Keith Brown, and Susan Clayton draw attention to both strengths and weaknesses in our target manuscript and raise important points about the role of consumption‐related attitudes and norms in shaping behavior and policy. As readers following this prior discussion are aware, our initial research centered around a consistent finding regarding Oregonians' attitudes towards consumption: across a series of state‐wide surveys and in‐depth interviews, we found that the vast majority of Oregonians agreed that "Our country would be better off if we all consumed less." At the same time, we found decidedly mixed support regarding the translation of such "de‐consumption" beliefs into actual behavior and policy preferences. All three of the commentators appear to share our own guarded optimism regarding the potential implications of these findings for confronting issues related to over‐consumption (e.g., climate change). We are largely in agreement with the various points and critiques each raises and herein aim to offer an actionable response.

Relatively little public opinion research has explored beliefs about consumption. This lack of research is surprising given the increasing attention paid by many commentators to the relationship between consumption and ecological sustainability. Reporting on data collected from a series of five statewide surveys of Oregonians conducted between 2008 and 2009, we find that a strong majority (74-88%) of the Oregon public supports reducing consumption and believes doing so would improve societal and individual well-being. These findings appear to challenge conventional wisdom about our collective and never-ending need for consumption of material goods. Our results reveal broad agreement on the consumption issue across traditional ideological divides. We also conducted in-depth qualitative interviews, which allowed us to explore what "consumption" means to Oregonians and why people think our country would be better off if we reduced consumption. Our findings suggest that populist attitudes toward reducing consumption may fill a role that policymakers avoid for a variety of reasons. We discuss the relevance of consumption beliefs to public policy aimed at reducing greenhouse gas (GHG) emissions, as well as directions for future research. Adapted from the source document.

Relatively little public opinion research has explored beliefs about consumption. This lack of research is surprising given the increasing attention paid by many commentators to the relationship between consumption and ecological sustainability. Reporting on data collected from a series of five statewide surveys of Oregonians conducted between 2008 and 2009, we find that a strong majority (74–88%) of the Oregon public supports reducing consumption and believes doing so would improve societal and individual well‐being. These findings appear to challenge conventional wisdom about our collective and never‐ending need for consumption of material goods. Our results reveal broad agreement on the consumption issue across traditional ideological divides. We also conducted in‐depth qualitative interviews, which allowed us to explore what "consumption" means to Oregonians and why people think our country would be better off if we reduced consumption. Our findings suggest that populist attitudes toward reducing consumption may fill a role that policymakers avoid for a variety of reasons. We discuss the relevance of consumption beliefs to public policy aimed at reducing greenhouse gas (GHG) emissions, as well as directions for future research.