Abstract
Voluntary simplicity consumers are those exhibiting a lifestyle of low consumption, ecological responsibility, and self-sufficiency. In this study such consumers in three US cities were compared on values and behavior. The structure of values and behaviors in voluntary simplicity was examined, as was the motivation for voluntary simplicity, and the level of adoption of voluntary simplicity behavior. Analysis indicates that values of voluntary simplicity are consistent with voluntary simplicity behavior, the number of factors composing the values and behaviors of voluntary simplicity are the same in all three cities, the motivation for voluntary simplicity is the same in all three cities, and adoption of behaviors of voluntary simplicity varies from city to city.
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