Voluntary Simplicity: A New Consumption Mode Motivated by Responsible Behavior

Dellech Dorsaf, Abir Ben Arbia, Rahma Lachtar


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.

Keywords: Voluntary simplicity, ethics, recycling, non-materialistic, self-sufficiency.

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