The consumption behaviour of beginner voluntary simplifiers: an exploratory study Online publication date: Thu, 04-Nov-2021
by Raquel Rebouças; Ana Maria Soares
J. for Global Business Advancement (JGBA), Vol. 14, No. 4, 2021
Abstract: Voluntary simplicity is a lifestyle characterised by consumption reduction, sustainability, and a focus on intrinsic values. There is a dearth of studies of this consumption profile, and in particular of consumers first taking steps towards voluntary life simplification. This study focuses on this segment and attempts to understand the values, motivations, and meanings of consumption, with the aim of better understanding the process of change and outcomes of this lifestyle. This paper presents narratives of consumers in the initial stage of voluntary simplicity exploring their consumption behaviour through in-depth interviews using the critical incident technique and focus group, shedding light on the consumption patterns and perceptions of lifestyle transformation of this group. The findings highlight multiple manifestations of voluntary simplicity as well as obstacles to adopting sustainable consumption, and indicate practices to overcome such barriers. Implications and suggestions for future research on beginner voluntary simplifiers' buying-decision process are discussed.
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