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This study aims to identify the role of the voluntary simplicity lifestyle on the environmental activism behavioural trait, as well as the relationship of these two constructs on the sustainable fashion purchase intention.

A quantitative approach was taken with data collected through an online survey in Brazil, obtaining a valid sample of 364 respondents. The collected data were analysed through the structural equation modelling technique using SmartPLS-3.3.2.

The main findings of this study indicate that voluntary simplifiers exert a direct and positive influence on environmental activism. Also, consumers who embrace the values of voluntary simplicity and environmental activism are positively inclined to purchase sustainable fashion. In addition to sharing values converging to sustainability, consumers who have this profile can adopt sustainable fashion consumption as the mainstream of their purchasing decisions.

Simplifiers and activists represent a potential target audience to be observed by fashion companies that have focused on sustainability. Also, they can benefit from the findings in order to delineate the type of product to be offered as well as assist in the development of communication strategies.

This study is innovative by bringing constructs that are emerging in the field of consumption behaviour and sustainability. In addition, it contributes, at the same time, to advance research on the behavioural profile of individuals in favour of sustainability, by pointing out to voluntary simplicity and environmental activism as important antecedents of sustainable fashion consumption behaviour.

To broaden the scope of our knowledge of collective voluntarily simplified lifestyles in the UK, by exploring whether voluntary simplifiers achieve their goals by adopting a simpler life.

Radical forms of voluntary simplifier groups were explored through participant‐observation research. The methodology can be broadly classified as critical ethnography, and a multi‐locale approach has been used in designing the field.

Although for some of these consumers voluntary simplicity seems to have reinstated the enjoyment of life, certain goals remain unfulfilled and other unexpected issues arise, such as the challenges of mobility in the attainment of environmental goals.

This is an ongoing research, however many opportunities for further research have arisen from this study. Quantitative research could be undertaken on the values and attitudes buttressing voluntary simplicity specifically in the UK. The extent to which such communities influence mainstream consumers could be studied both quantitatively and qualitatively. Mainstream consumers' attitudes to the practices of such communities could prove useful for uncovering real consumer needs.

Despite these communities position in the extreme end of the voluntary simplicity spectrum, their role in shaping the practices and attitudes of other consumers is clear.

This paper provides new consumer insights that can re‐shape policy‐making and marketing practice aimed at achieving a sustainable future.

The purpose of this paper is to investigate the effects of subjective norm, relative advantage, simplicity, compatibility and perceived behavioural control on the Islamic home financing adoption. It also examines the effects of subjective norm, relative advantage, simplicity and compatibility on attitude. Analyses of attitude as a mediating factor are also provided.

Survey data from 237 usable questionnaires are employed to test the hypothesized relationships. The proposed hypothesized relationships are examined using partial least squares (PLS). Similarly, PLS is also extended to analyse attitude as a potential mediator for the relationships between subjective norm, relative advantage, simplicity and compatibility with the Islamic home financing adoption. Baron and Kenny's (1986) procedure is used to evaluate the role of attitude as a potential mediating factor in the research's framework.

This study discovers an integrative approach that is valid in the case of Islamic home financing. The paper's results, however, have not supported the effect of compatibility on attitude towards Islamic home financing preference and it is also reported that attitude does not mediate for the relationship between compatibility and the Islamic home financing adoption.

This study, however, suffers from three limitations which further stimulate new researches in this area. First, this research does not consider additional measures to capture Islamic home financing adoption. Second, this study discovers attitude does not mediate the relationship between compatibility and the Islamic home financing adoption. Third, there is a possibility that attitude also serves as a moderator, however, but it is presently unconsidered.

This study has several implications for Islamic banks to develop proper planning for Islamic home financing products. Those implications are provided.

This study is the first research in Islamic home financing's area to integrate two models namely the theory of planned behaviour (the TPB) and the innovation diffusion theory (the IDT) in a single research in order to expound Islamic home financing adoption. This study contributes to the literature by examining an integrative approach for understanding Islamic home financing adoption in Malaysia.

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.

In economic theory, the relationship between working/earning decisions and consumption/lifestyle decisions has been conceptualised in an almost entirely unidirectional manner: income from work taken as a given governs consumption and so lifestyle. This involves a narrowly inaccurate view of the consumption–work interaction. The purpose of this paper is to argue that this economist’s way of thinking about consumption and work needs to be replaced by a conception in which not only does realised income determine one’s consumption possibilities but also the desired level of consumption is itself a choice and a key determinant of how and how much one decides to work.

The paper is designed as a conceptual contribution in which the above insight is linked to the extensive literature on sustainability.

When consumption is no longer thought of as determined by a given income constraint, it becomes possible to consider how people by modifying their consumption aspirations may be led not only to work less or differently but also to live and consume in a more sustainable manner. As a result of lesser pressure to work ever more, they may also be led to an ethical reappraisal of the way they work.

The conceptualisation suggested is rich in implications for future research, for example, on links between consumerism and corruption; and on the impact of more ethical work choices on well-being. There is an implicit critique of much of HRM theory and practice which tends to instrumentalise work. The implications of artificial intelligence for future work are noted and, in this context, are surprisingly positive. The macro level implication of the need to move away from gross domestic product to more appropriate measures of socio-economic performance and well-being such as Social Progress Index (SPI) are noted.

The link between this widened conceptualisation of the consumption–work decision and the notion of voluntary simplicity is explored in detail and the latter is shown to apply also to the types of work/job chosen. This in turn is shown to have implications for management (especially HR) practice and for government policies both at micro and macro levels.

This carries clear implications for work-life balance in people’s daily lives; and by choosing more ethical ways of working or types of job, there may be a significant pro-social impact.

This paper points to a widening of the notion of voluntary simplicity beyond merely consumption choices to apply also to work choices. In the discussion of moral philosophical underpinning of voluntary simplicity, the link is made with Buddhist wisdom of the Middle Way and sufficiency economy and with the Golden Mean of Stoicism.

Most marketing executives are aware by now that some consumers believe that “small is beautiful” and “less is more.” Such executives may be surprised to find out that this type of voluntary simplicity consumer (VSC) is the fastest‐growing market segment in the U.S. Who the voluntary simplicity consumers are, how they came about, and how to cater to them profitably are the subjects of this article. The VSC is the outcome of a lifestyle trend toward voluntary simplicity (VS), but unlike any other market segment, the VSC prefers a lifestyle of low consumption, ecological responsibility, and self‐sufficiency. As a result, marketers are often puzzled as to how to market to the VSC.

The purpose of this paper is to examine consumers’ motivations to participate in voluntary simplicity in the current market environment.

Using established qualitative research methods, 834 individual autobiographies and blog entries from The Great American Apparel Diet (GAAD) are examined.

Six general categories of internal and external motivations to engage in voluntary simplicity are identified. Findings expand marketers’ understanding of voluntary simplicity and the role of virtual communities inspiring behavior in the contemporary marketplace.

This research is unique because it explores personal information shared in the blog entries of participants in the GAAD.

The brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.

Across four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.

Results show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.

The findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.

This study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.

This study investigated the receptivity of the zakat wakalah system in social finance in Malaysia under the lens of innovation diffusion theory (IDT).

This study conducted quantitative research using Google Forms. The sample size was 261 respondents who participated and were useable in this study. The Statistical Package of Social Science (SPSS) 27 was employed to analyse the data. The data were collected online from August 1 till August 31, 2022.

The results reported significant effects of relative advantage, simplicity, compatibility and perceived benevolence on the zakat wakalah receptiveness index (ZAWi) for Medium Group Acceptance (MEGA) and High Group Acceptance (HIGA). As for Low Group Acceptance (LOGA), insignificant results were reported in relative advantage, compatibility and perceived benevolence but not simplicity.

This study was limited to Labuan geographically, Malaysia and the variables employed. Yet, the results highlight the factors that influenced ZAWi and the two groups namely HIGA and MEGA found them all significant.

This study enhanced the theoretical and practical effects of ZAWi. The results rendered a competitive benchmark for zakat institutions and zakat payers for improved zakat distribution policy.

This study advanced psychology and management theory by improving knowledge of zakat wakalah for effective zakat distribution. In turn, it can be employed as the baseline theory for future studies to enhance existing hypotheses.

This study introduced a new ZAWi formulated from IDT in the context of zakat distribution in Malaysia.

Argues that the Hempel‐Oppenheimian logical scheme for explanations and predictions also applies to prescriptive statements (recommendations) derived from theoretical models in the normative sciences. Presents ideas concerning the allocation of effort in developing normative models for such purposes. Three characteristics of the model and the model‐building process, together with a suggested qualitative relationship between these properties, are discussed, namely the “applicability” of the model, the “simplicity” of the principle derived from the model, and the “level of technique” applied, a discussion similar to that of Bronfenbrenner. It is proposed that the subjective value to the model‐builder may be envisaged as a function of these three main characteristics and that the model‐design process then may be interpreted as a constrained optimisation problem.