DECONSUMTION AND THE STANDARD OF LIVING IN THE ASPECT OF SOCIAL COHESION IN THE EUROPEAN UNION

The aim of this article is to outline the relationship between the standard of living and the phenomenon of deconsumption with respect to the consolidation of social cohesion in the EU. The improvement of living conditions is the final goal and main criterion for achieving social cohesion among the regions of Europe. This article discusses the hypothesis stating that deconsumption (being one of the "new consumption" phenomena) affects the current and future standard of living. Deconsumption as the expression of the shift in the outlook on life creates a culture basing on: (1) a conscious limitation of consumption to a rational size, i.e., one which stems from the natural, individual, physical and psychological needs of the consumer; (2) limiting material consumption in order to substitute it with immaterial consumption.