Less consumption more wellbeing : evidences from the policies of Italian Virtuous Municipalities’ Association

Degrowth proposes a series of principles aiming to foster equality, social relations and the reduction of ecological footprint (Latouche, 2004, 2007; Flipo & Schneider, 2008). Contrasting also with a model of Sustainable Development, degrowth claims that the economy should not be used as a general system of representation of reality (Fournier, 2008). The proposal of such cultural shift unveils the reification that the economy has undergone (Georgescu-Roegen, 1977) and offers the opportunity for an individual reflection that can produce an increased self-awareness and personal growth. Indeed, Kasser (2006) describes from a psychological perspective the price that western societies have to pay for this way of living in terms of personal, social and ecological costs. In conformity with such criticism, Inghilleri (2003) claims that the materialism promoted by the consumerist model contrasts with the Eudaimonic wellbeing. The capability to foster Eudaimonic wellbeing is a further surplus value that we ascribe to degrowth and not to the paradigm of Sustainable Development. In Italy two different networks promote degrowth: the Associazione per la Decrescita (www.decrescita.it), more interested in discussing theoretical aspects and the association Movimento per la Decrescita Felice -MDF- (www.decrescitafelice.it), rooted in the society and proposing concrete actions of degrowth attracting social actors at several levels (NGO, public institutions, enterprises, individuals). This paper focuses on the spread of degrowth proposal into Italian politics referring to Virtuous Municipalities' Association -VMA- (www.comunivirtuosi.org), a network of several Italian municipalities that since 2007 officially adopted policies of degrowth inspired by the MDF. We analyzed territorial and political dimensions collecting data with sheets analysis and interviewing the representatives of each municipality belonging to VMA; moreover we run a focus group with the town councillors of Mezzago (Milan). The results of the interviews show the efficacy of enacted policies in promoting social cohesion, environmental protection and citizens’ wellbeing, achieved by individual fulfilment and empowerment (Eudaimonic Well-Being). These are the key elements that enable politicians and citizens to persevere in their activities. This activism is also promoted by subjective wellbeing, which is the result of intrinsic motivation that allows individuals to experience a state of selfdetermination and a sense of competence (Ryan & Deci, 2000). Other results outline that the activity of the local administration is bound to stimulating and listening to citizens, promoting their active role. In conclusion, the spread of degrowth proposal into Italian politics is due to an individual process, characterized by personal self-empowerment and self-determination, and to an activation endorsed by the public administration. Municiaplities’ policies, while reducing products and energy consumption, foster social and individual wellbeing.