Voluntary Simplicity: A New Consumption Mode Motivated by Responsible Behavior

Abstract

In this study, our aim is to understand the motivations which explain the behavior of the followers of voluntary simplicity; a new postmodern movement. A quantitative study was conducted with 310 voluntary simplifiers. The results showed that simplifiers, known for their ethical stands, are distinguished by non-materialistic behavior, self-sufficiency and they defend the idea of recycling practices. It is therefore obvious that this segment of voluntary simplifiers could arouse the interest of Marketers, who should think of establishing a Marketing Mix adapted to the needs and expectations of this type of consumers.