Toward sustainable consumption: researching voluntary simplifiers.
Oates, Caroline J.
Young, C. William
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MCDONALD, S., OATES, C. J., YOUNG, C. W. and HWANG, K., 2006. Toward sustainable consumption: researching voluntary simplifiers. Psychology and Marketing, 23 (6), pp. 515-534.
This article examines and extends the notion of voluntary simplifiers (VS). VS are individuals who have freely chosen a frugal, anticonsumer lifestyle that features low resource use and environmental impact. The article will begin by reviewing empirical work with VS and their mainstream counterparts, non-voluntary simplifiers (NVS). It will go on to identify and locate within this literature an intermediate group: beginner voluntary simplifiers (BVS). BVS may support some aspects of sustainability (such as buying fair-trade coffee or recycling domestic waste) without either embracing a complete lifestyle change like VS, or completely dismissing ethical or environ-mental features of products and services they consume, like NVS. Insight into the complex decision-making processes of BVS is crucial for the understanding of the concept of voluntary simplification and is therefore important for the advancement of sustainable consumption.