Exploring consumer behavioral predispositions toward voluntary simplicity

Abstract

A lifestyle of voluntary simplicity, a type of consumer ethical behavior, is drawing increasing media attention. Consumers practicing voluntary simplicity tend to reduce material consumption in order to free up resources, primarily money and time, and to seek life satisfaction, fulfillment, happiness, and personal growth. The practice of voluntary simplicity is also relevant to resource conservation, ecological impact, and social responsibility. Understanding consumer motivations for adopting voluntary simplicity is thus a vital issue. This study examines the impact of human values and consideration of future consequences on voluntary simplifiers’ behavioral predispositions. Our findings show that individuals with self-enhancement values and openness-to-change values are less likely to engage in voluntary simplicity. Those with self-transcendence values and consideration of future consequences are more likely to be voluntary simplifiers. This study also finds that older people or those with a bachelor’s degree have a higher tendency to practice a simple living lifestyle. Finally, implications for researchers and marketing managers are discussed.