“Degrowth” vs. Other Types of Growth: Labeling Affects Emotions but Not Attitudes

Questioning the compatibility of economic growth and environmental sustainability, some scholars and activists call for a degrowth strategy. This idea presents an attack on the economic growth paradigm, and it has thus raised considerable attention. Yet, although many agree with questioning economic growth, a debate continues as to whether the term “degrowth” is (dis)advantageous in wider public communications. This debate, however, lacks empirical evidence. Here, we present two studies on how “degrowth” is perceived compared to other relevant terms. In Study 1, we show that “degrowth” elicits more negative affective and emotional reactions compared to “post-growth” and “prosperity without growth.” In Study 2, we find that the effects of labeling on attitudes and voting intentions toward a sustainable economy are relatively small. These initial results suggest that “degrowth” may evoke somewhat more negative emotional reactions than similar terms, but this may not have significant consequences. We discuss the results and draw implications for communication and further research.