Leveraging voluntary simplicity in promoting sustainable consumption from the perspective of moral appeals

Abstract

Voluntary simplicity (VS), a minimalistic lifestyle of conscious, ecological, and ethical consumption, is increasingly gaining popularity among people. Previous research has suggested that such a sustainable lifestyle is associated with moral values; however, little is known concerning the relationship between specific moral appeals and sustainable behaviors, including VS and socially responsible (SR) consumption. Drawing from the moral foundation theory (MFT), this study investigates the effects of different moral appeals (fairness-based vs. care-based) in promoting sustainable behaviors (VS vs. SR). Across three laboratory experiments, we revealed that fairness-based appeals are more persuasive in enhancing VS behaviors, whereas care-based appeals are more effective in promoting SR behaviors. We also identify the mechanism underlying these effects such that deservingness mediates the positive effect of fairness-based appeals on persuading the adoption of VS behaviors, and reciprocity mediates the positive effect of care-based appeals on persuading the adoption of SR behaviors. Beyond their substantive theoretical significance, our findings provide marketing campaigns with tools to enact strategies that support sustainable consumption.