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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.

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.

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 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.

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 voluntary simplification (VS) movement has stemmed from Western societies and gained momentum in the 1980s, but the trend has failed to become a primary perspective for most consumers. The accompanying concepts of conscious consumption, minimalism and accepting that sometimes “less is more” are still vivid in the digital era. The purpose of this study is to provide a deep and recent understanding of the consumer comments about minimalism in Turkey and examine their associations with the prominent themes in the VS literature.

Consumer comments posted on online platforms were analyzed by content analysis and word frequency analysis.

Consumer comments were in parallel to the themes in the VS literature and were classified under personal growth, material simplicity, sustainability, proper technology usage and self-sufficiency categories. Personal growth, material simplicity and sustainability were the first three dimensions mentioned. The prominent sub-themes that emerge from data were psychological well-being, inner peace, freedom, meaningful experiences and getting rid of belongings. A word frequency analysis pointed out that “life” and “owning” were the evident words in the personal growth category, “purchasing things” were mostly mentioned in the material simplicity category and “plastic litter” and “excessive consumption” were the prominent concerns in the sustainability category.

VS required further research in different national contexts. Besides, an analysis of the dimensions of VS was needed. This study contributes by providing recent and rich findings from a developing country, connecting them with the VS themes in the literature and suggesting a conceptual framework enriched by sub-themes that emerged from data.

Because steadily growing consumption is not beneficial for nature and climate and is not the same as increasing well-being, an anti-consumerism movement has formed worldwide. The renouncement of dispensable consumption will, however, only establish itself as a significant lifestyle if consumers do not perceive reduced consumption as a personal sacrifice. Since prior research has not yielded a consistent understanding of the relationship between anti-consumption and personal well-being, this paper aims to examine three factors about which theory implies that they may moderate this relationship: decision-control empowerment, market-control empowerment and the value of materialism.

The analysis is based on data from a large-scale, representative online survey (N = 1,398). Structural equation modelling with latent interaction effects is used to test how three moderators (decision-control empowerment, market-control empowerment and materialism) affect the relationship amongst four types of anti-consumption (e.g. voluntary simplicity) and three different well-being states (e.g. subjective well-being).

While both dimensions of empowerment almost always directly promote consumer well-being, significant moderation effects are present in only a few but meaningful cases. Although the materialism value tends to reduce consumers’ well-being, it improves the well-being effect of two anti-consumption styles.

Using only one sample from a wealthy country is a limitation of the study. Researchers should replicate the findings in different nations and cultures.

Consumer affairs practitioners and commercial marketing for sustainably produced, high-quality and long-lasting goods can benefit greatly from these findings.

This paper shows that sustainable marketing campaigns can more easily motivate consumers to voluntarily reduce their consumption for the benefit of society and the environment if a high level of market-control empowerment can be communicated to them.

This study provides differentiated new insights into the roles of consumer empowerment, i.e. both decision-control empowerment and market-control empowerment, and the value of materialism to frame specific relationships between different anti-consumption types and various well-being states.

Materialism is a consumer value that stresses the importance of acquiring more and more material goods. Success is defined in terms of the type and quantity of goods one owns and happiness is expected to result from physical wealth (Beutler, Beutler, & McCoy, 2008). Materialism as defined thus is closely tied to the idea of the pursuit of rational self-interest that has been associated with Adam Smith (1776).

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.

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.