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My dissertation looks at the conditions under which people go green or voluntarily restrict their consumption of goods, energy, and water. Research includes 45 in-depth semi-structured interviews and participant observation with three groups who restrict their consumption in various ways: voluntary simplifiers, religious environmentalists, and green home owners in the Eastern United States. My work highlights how and why lifestyles change over time, the strategic employment of social networks to influence others, and the process of domesticating “green” technology.