Early practices of the concept of voluntary simple living in history: voluntary simple living through akhism system in Seljukian-Ottoman period

Abstract

Being conceptualized in 1936, voluntary simplicity has begun to be intensely studied in marketing literature during the last few decades. Voluntary simple living is described as to abstain from acquiring property and dissipation, richness in inner world and simplicity in outer life so as not to comply with the main goal of living; and became increasingly prevailing as an alternative lifestyle against consumerism enforced by the industrial society. In the present study, it is examined whether or not the concept of voluntary simplicity is espoused as a lifestyle in Akhism system in the Seljukian-Ottoman period, having its roots in 13 th century, which we suggest that they are considerably similar in terms of aims and contextual aspects. The research is a theoretical study depending on secondary data. It is revealed through the research that the five main features of voluntary simplicity; material simplicity, free will, environmental consciousness, humanitarian aspect and personal development are broadly adopted as a lifestyle in Akhism, and the aims of Akhism system have fortified a social structure that formed the voluntary simple living. With the findings of the research, a vital gap in the history of the concept of voluntary simplicity has been filled through unveiling that the voluntary simplicity which has begun to spread as a lifestyle throughout the last quarter of 20 th century, has been successfully implemented at first in Akhism system which has its roots in 13 th century. Keywords : Cunsumer behavior, voluntary simplicity, Akhisim system JEL Classification : M30, M39, Z1