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This study describes anti-consumption lifestyles and the effects of such lifestyles on the acceptance of commercial sharing systems (CSS). The purpose of this paper is to investigate the different types of anti-consumption lifestyles and their influence on consumer’s attitudes and purchase intentions toward CSS, and to verify the moderating effect of the variety-seeking tendency.

Structural equation modeling is used with data collected from 537 consumers. The chosen types of CSS are the corporations of Socar (a car sharing service in Korea) and Airbnb (a global accommodation sharing service).

The results indicate that the anti-consumption lifestyles consist of frugality, voluntary simplicity, environmental protection, small luxury and tightwadism; anti-consumption lifestyles affect the acceptance of CSS; and the effects differed according to the variety-seeking tendency. These results suggest that anti-consumption lifestyles differently influence consumer’s behaviors toward using CSS, and there is a moderating effect partially depending upon the variety-seeking tendency.

The contribution of this study is that it verifies the different types of anti-consumption lifestyles and their effects on consumer’s attitudes and purchase intentions toward CSS, which is an area that has remained unexamined in the literature. Marketers will be able to use the knowledge obtained herein on the various types of anti-consumption lifestyles to motivate consumers to use sharing services, and will also be able to establish a consumer strategy in sharing business practice.

The purpose of this study is to investigate the potential determinants of sustainable consumption behavior. This study describes lifestyle of health and sustainability (LOHAS) tendency and the effects of such lifestyles on the behavioral intentions for sustainable consumption in sharing economy.

This research adapts LOHAS tendency, consumer attitude, subjective norm, perceived behavioral control and consumers' behavioral intention for sustainable consumption scale in Indian context to describe the sustainable consumption behavior by extending the theory of planned behavior (TPB). Data of 627 individuals collected through a questionnaire, after the scales validation process and thereafter a structural equation analysis has been performed.

The findings confirm the extended TPB, wherein LOHAS tendency has emerged as an antecedent to consumer attitudes for taking part in sustainable consumption. Results highlight that consumer attitudes, subjective norms and perceived behavioral control are significant determining factors of consumers' sustainable consumption behavior.

This study has examined the sustainable consumption behavior by considering the lifestyle tendency. A few other limitations are also discussed.

Consumer behavior in sharing economy is surely one of the emerging research areas; there is dearth of research to understand Indian consumers' sustainable consumption, particularly from lifestyle perspective. This research establishes relationship between LOHAS tendency and sustainable consumption, which may serve as a contributor to sharing economy in terms of LOHAS consumer's lifestyle and their sustainable consumption behavior.

The purpose of this paper is to explore how spirituality impacts on the consumption choices of consumers who are adopting a sustainable lifestyle.

This is a longitudinal study of urban-based consumers who are actively engaged in living sustainably. To effectively study these lifestyles, a multi-modal research design was used, which combined photo-elicitation, journaling, interviews and observational data.

Spirituality and material consumption are traditionally depicted as being in opposition, with research finding a decrease in conspicuous consumption when spirituality is enhanced. This research demonstrates sustainability-mindful consumers who are reversing this trend by enacting their deeply held ideological beliefs through their consumption choices. The merging of ideology with consumption elevates even mundane purchases to be acts of meaning and purpose.

With an unwillingness to compromise on their beliefs, there is a growing gap between these consumers’ demands and what the market is offering. The study found evidence of these consumers developing their own consumables in direct response to a lack of appropriate market alternatives.

This study demonstrates consumers for whom spirituality is at the centre of their consumption choices. Further, it provides evidence that supports Maslow’s theory of being motives (self-actualization and self-transcendence), in which people are motivated by the desire to fulfil their highest life potential. This research suggests opportunities for those businesses that are willing to meet consumers’ transcendent needs through more transparent and socially responsible practices.

This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of participants and what is learned from this relative to voluntary simplicity, most specifically when participants are asked to become voluntary simplifiers versus volunteering to do so.

A phenomenological approach was applied utilising unstructured interviews and autoethnography. Data were analysed through the theoretical lens of voluntary simplicity within the contexts of contemporary Irish consumer culture and the collapse of the Celtic Tiger.

The study highlights findings in four key areas: self-imposed parameters of intentional non-consumption and subsequent voluntary simplicity categories; motivations, practices and experiences of participants; the role intentional non-consumption plays relative to personal satisfaction, fulfilment and happiness; and how participant consumption practices reverted to “normal” once the study was complete.

This study focuses on an all-female group of participants; future research is warranted that explores the issue from a male perspective.

Findings are of particular interest to policy makers seeking to develop initiatives that reduce consumption practices and contribute to discussions that explore the role of consumption in modern society – in particular the wide-ranging debate on whether consumption leads to happiness and how consumers might be persuaded to consume in a more sustainable manner.

This study adopts an innovative methodology that explores voluntary simplicity and contributes to an understanding of consumption culture by exploring what happens when consumers are asked to reduce their consumption and become voluntary simplifiers. An extension of Huneke’s definition of voluntary simplicity is offered, which recognises the role non-material consumption plays in consumption practices, and explores voluntary simplicity relative not only to individuals’ values and beliefs, as discussed in the literature, but also to their lifestyle activities and wider sociocultural and institutional factors.

The purpose of this paper is to explore what an idiosyncratic and dynamic sense of belonging entails for consumption in a lifestyle sport, an ever shifting and progressing world in which individuals engage in community while also seeking to individuate their own sense of belonging.

The authors adopt an ethnographic approach in the context of a regional skateboarding community. Over a year at local skateparks, we interviewed 15 well-established, committed members of the community identified by others (through snowball techniques) to allow us to delve into the phenomenon. These interviews were conducted as part of the primary author's doctoral thesis (See Harris, 2011).

An idiosyncratic and dynamic sense of belonging is prevalent in the lifestyle sport community, even among well-established members. This is reflected in and motivated by a variety of consumption, as well as overconsumption practices.

Understanding the idiosyncratic and dynamic nature of a sense of belonging allows marketers to design offerings to effectively deal with the ambiguities of belonging but also raises the potential for the destructive use of marketing.

The authors demonstrate how approaching belonging through a dynamic and idiosyncratic sense of belonging provides a deeper understanding of belonging and related consumption activities in a lifestyle sport.

This study aims to identify the role of consumer characteristics in cultural consumption tendencies. Additionally, the study examines whether country differences and prior experience in the country affect consumers' cultural consumption tendencies.

The effects of cosmopolitanism, consumer ethnocentrism, individual innovativeness, and lifestyle on cultural consumption tendencies were tested. Moreover, we assess whether country type and prior experience are differentiating factors for cultural consumption tendencies. To this end, two countries – the USA and South Korea, representing Western and Eastern cultures, respectively – were selected to achieve comparable results in two different cultures. The research data were collected from 775 people using an online survey method and analyzed using path analysis and an independent samples t-test.

Consumer characteristics affect cultural consumption tendencies. These effects are culture-specific and cultural product-specific. Cosmopolitanism has a positive impact on cultural consumption tendencies, while consumer ethnocentrism has a negative impact. Individual innovativeness and lifestyle partially affected cultural consumption tendencies. Notably, these effects differ by country type. However, cultural consumption tendencies do not differ according to consumers' prior experience.

This study provides insightful information for e-retailers to be mindful of global consumer characteristics. Accordingly, cultural consumption patterns can be used as the basis for market segmentation. In addition, understanding global consumer characteristics and their cultural product- and culture-specific effects on consumption will help cultural industry players in their segmentation and targeting decisions.

Notwithstanding the rich body of literature on cultural consumption, this study provides consumer-level comparative empirical research from a marketing perspective. Essentially, the study is novel as it reveals the consumer characteristics that affect cultural consumption tendencies.

The purpose of this study is to focus on analyzing the role of music subcultures in the communication and promotion of conspicuous consumption practices. The object of study is the “altered movement” as the music style of the drug subculture in Mexico.

A qualitative content analysis of 78 lyrics and music videos of “altered movement” was carried out between August and December 2018.

The analysis of lyrics and music videos leads to the identification of four narratives (from poor to rich, power through violence, lavish lifestyle and power over women) and diverse symbolic markers (luxury brands mainly) that together, display messages aimed at promoting conspicuous consumption practices.

The current research expands the body of literature of music subcultures in the consumer research area by contesting the common conception of this phenomenon as a healthy source of self-identity formation and deepening into its role as a source of conspicuous consumption practices.

This study aims to identify and validate the different clusters of wine consumers in India based on the wine-related lifestyle (WRL) instrument. It also investigates how the identified clusters differ in terms of socio-demographic characteristics, such as age, gender, income, education, employment and marital status.

The authors conducted a survey using a structured questionnaire to collect data from wine consumers in India. The number of participants totalled to 432. The authors first identified the clusters using latent profile analysis. The authors then used the decision tree analysis based on a recursive partitioning algorithm to validate the clusters. Finally, the authors analysed the relationship between the identified clusters and socio-demographic characteristics using correspondence analysis.

Three distinct segments emerged after data were subjected to latent profile analysis, namely, curious, ritualistic and casual. The authors found that the curious cluster had a high mean score for situational and social consumption while the ritualistic cluster had a high mean for ritualistic consumption. The findings also suggest that the casual cluster had more female wine consumers.

This study makes methodological contributions to the wine consumer segmentation approach. First, it adopts a latent profile analysis to profile Indian wine consumers. Second, it validates the obtained clusters using the decision tree analysis method. Third, it analyses the relationship between the identified clusters and socio-demographic variables using correspondence analysis, a technique far superior to the Chi-square methods.

Greater contribution of voluntary simplicity to sustainability may extend beyond the scope of consumption behavior. This paper aims to argue that work behavior is also important and it explores how and why personal consumption of the voluntary simplifiers relates to the way they work.

This qualitative study uses in-depth interviews to explore the consumption–work experience relationship and driving values of voluntary simplifiers. Thailand is the chosen context, as it represents an emerging economy aiming to converge economic growth and sufficiency.

The findings demonstrate that, driven mainly by contentment and integrity, simple living complements leisurely, meaningful and, most intriguingly, ethical work. In return, such work behavior provides enough earnings and fulfills the beginners, as well as the progressive and extensive simplifiers.

The consumption–work relationship model of the voluntary simplifiers provides an alternative starting point for further research and practice to tackle overconsumption, inequality, inequity and corruption – the critical challenges of sustainability.

This research takes a more complete approach to study the voluntary simplifiers. The empirical results demonstrate the greater scope of voluntary simplicity literature beyond sustainable consumption and work–life balance. Based on the consumption–work relationship driven mainly by contentment and integrity, this paper proposes meaningful and ethical work as the promising contribution of voluntary simplicity to sustainability.

To explore the essential elements of a ‘green art of living’: an enjoyable, elegant, graceful and simultaneously low impact lifestyle.

The theoretical analysis is based on a critical reading and literature study of the texts of various prominent ecological utopian thinkers in the history of political philosophy.

In an ecologically sustainable society first priority must be given to re-examination of the proper ‘ecological limits’ of the current lifestyles and ‘arts of living’ in the Western world. The exact form or shape that people give to their lives is less important than their overall commitment to live within the ecological boundaries set by our earth.

A green, ecologically responsible society cannot do without a certain degree of moderation, self-restraint and simpler and less consumption-oriented lifestyles. However, in this chapter it is shown that such a society will not lead to impoverishment and austerity. An ecological society founded on voluntary simplicity will not be frugal or poor, but creates ample opportunities for its citizens to lead attractive, pleasurable, fulfilling and high-quality lives.