Abstract
While social and environmental issues as well as self-reliance are concerned by consumers, voluntary simplicity lifestyle has been attracted by increased media. Consumers with voluntary simplicity would tend to decline material consumption in order to free their resources, primarily money and time, and to seek life satisfaction, fulfillment, and personal growth. Although the scales of voluntary simplicity have been submitted in previous studies, exploring voluntary simplicity in Asia rather than in western counties and filling the defects existed in the previous studies is necessary. This study thus develops a broad scale regarding the activities conducted by voluntary simplifiers with good indices of validity and reliability. Finally, some important implications to researchers and marketing managers are expecting to put forward.
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