Lifestyle can be anything if not defined: A review of understanding and use of the lifestyle concept in sustainability studies

A holistic understanding of human behaviour is considered key for a successful fight against climate change and environmental degradation. In the pursuit of a holistic understanding, empirical research frequently applies the concept of “lifestyle”. The concept, which plays a significant role in segmenting customers in the field of marketing, is increasingly used in the cross-domain analysis of behaviour in the field of sustainability. This increase is tied to the challenge that the meaning and operationalisation of the lifestyle concept are still highly fragmented after decades of empirical studies. While this methodological heterogeneity and pluralism of research traditions bring creativity and dynamic to the field, it makes the orientation and a comparison of studies challenging. Previous attempts to streamline lifestyle oriented research have often aimed for a single mode of operationalisation, but this does not meet the diversity of possible applications of the concept. Therefore, a better understanding of the field seems necessary. To fill this gap, we review the understanding and use of the “lifestyle” concept in 53 empirical studies in the field of sustainability and identify 12 variants of lifestyle related research, differing along three dimensions. According to our results, (I) lifestyle can either be used as a cause or as a consequence, (II) the analytical scope can be on a micro-, meso- or macro level, and (III) the behavioural scope can be either limited to a single behavioural domain or cover multiple domains. The three dimensions allow a mapping of existing and future empirical research using the “lifestyle” concept, improve the orientation in the field, facilitate the identification of relevant studies, and avoid imprecise comparisons due to methodological differences.