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Toward sustainable consumption: Researching voluntary simplifiers

Open access
McDonald, Seonaidh, Oates, Caroline J., Young, C. William, Hwang, Kumju·2006·Psychology and Marketing

Abstract

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. © 2006 Wiley Periodicals, Inc.

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Metadata

Authors
McDonald, S., Oates, C. J., Young, C. W., & Hwang, K.
Venue
Psychology and Marketing
Publisher
Wiley
Published
2006
Volume
23
Issue
6
Pages
515-534
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
OpenAlex
W2025009014
Cited by
314
References
3
FWCI
28.16
Type
journal article
Language
en
Open access
green

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