I (do not) consume; therefore,I am: Investigating materialism and voluntary simplicity through a moderated mediation model

With the burgeoning of consumer culture and materialism on a global scale, a counter-culture movement, namely, voluntary simplicity, is slowly gaining currency. Extant research reveals a degree of disparateness in the relationship between materialism and voluntary simplicity. Drawing on the value-basis theory and anti-consumption research, the current study attempts at an unorthodox study of the fledgling culture of anti-consumption in urban India. The paper empirically examines the relationship between materialism and voluntary simplicity in India. This research, through an experimental study followed by a sample survey, conducted among urban Indian consumers, examines how satisfaction with life, self-efficacy, and individualism interact with materialistic values to eventually influence voluntary simplicity attitudes. In Study 1 (N = 74 working professionals), we experimentally triggered materialistic aspirations and evaluated their effects on voluntary simplicity in comparison to a control condition. In Study 2 (N = 315), individuals self-rated their materialistic values, satisfaction with life, self-efficacy, cultural orientation, and voluntary simplicity attitude. Our study, contrary to the suggestions in the existing literature, demonstrates that materialists espouse voluntary simplicity attitudes when environmental degradation around them directly impacts their health, wealth, and well-being. In addition to the positive direct effect, satisfaction with life and self-efficacy serially mediate the relationship between materialism and voluntary simplicity, providing a welcome divergence from dark-sided conceptualizations of materialism. Our results help global marketers, and public policymakers better understand the interaction between materialistic values and sustainable consumption attitudes, in the developing country perspective.     

The face of the un‐consumer: An empirical examination of the practice of voluntary simplicity in the United States

The practice of voluntary simplicity is inextricably linked to consumer behavior and has attracted the attention of researchers in a number of disciplines, including psychology and marketing. Yet the daily practice of voluntary simplicity in the United States remains largely unexamined. The research presented here is the first to look at voluntary simplicity with the use of a nationwide sample of American consumers. A more refined application of Maslow's theory of human motivation to the understanding of this social phenomenon is proposed. The practices considered most important to this lifestyle are identified, as are key impediments to its consistent practice. Factor analysis is used to identify the underlying dimensions of U.S. voluntary simplicity: ecological and social responsibility; community; and maintaining a spiritual life. Findings indicate that people of moderate income are more likely to practice voluntary simplicity than was previously believed. This research also compares highly committed simplifiers to those who are less committed, finding that more committed practitioners are more likely to be consistent in practices requiring ongoing effort, such as composting. © 2005 Wiley Periodicals, Inc.     

Energy-saving attitudes and the behaviour of women in the use of electrical household appliances in Turkey

In this study, 270 women with different levels of education were investigated to determine energy-saving attitudes and the behaviour of women in the use of electrical household appliances. Their attitudes were measured by Likert-type sentences, and their behaviour by evaluating their answers to 33 questions that were oriented to energy saving. The effects of variables on attitudes and behaviour, such as number of individuals in the family, education level of the woman, length of marriage, employment status, family income and the number of electrical appliances were determined by analysis of variance. Effects of family income, education level of women, employment status and the number of electrical appliances on positive attitude, and effects of educational level of woman and employment status on positive behaviour were both found to be significant (P < 0.05).     

The social–psychological bases of anticonsumption attitudes

This article proposes that the increasing number of individuals voluntarily reducing their levels of consumption may be motivated by underlying social–psychological stress related to living in a consumer society. Of the three primary motivational bases of the self (esteem, efficacy, and authenticity), it is argued that only self‐esteem and self‐efficacy can be acquired through consumption. The current growth of the voluntary simplicity movement, it is argued, is among those individuals who have met the need for esteem and efficacy through consumption, but have failed to achieve a sense of authenticity. Evidence from interviews with participants in the voluntary simplicity movement is presented in support of this proposition. Anticonsumption attitudes, it is concluded, result from a process of self‐inquiry triggered by the failure to feel authentic through one's consumption activities. Implications of anticonsumption attitudes in reaction to consumer culture are discussed. © 2002 John Wiley & Sons, Inc.     

Religiosity and Voluntary Simplicity: The Mediating Role of Spiritual Well-Being

Although there has been considerable theoretical support outlining a positive relationship between religiosity and voluntary simplicity, there is limited empirical evidence validating this relationship. This study examines the relationships among religious orientations (Allport and Ross in J Pers Soc Psychol 5(4):432–443, 1967) and voluntary simplicity in a sample of Australian consumers. The results demonstrate that intrinsic religiosity is positively related to voluntary simplicity; however, there is no relationship between extrinsic religiosity and voluntary simplicity. Furthermore, this research investigates the processes through which intrinsic religiosity affects voluntary simplicity. The relationship between intrinsic religiosity and voluntary simplicity is sequentially mediated by communal/personal well-being and environmental well-being. The findings not only identify a prosocial role of intrinsic religiosity in motivating voluntary simplicity, but also indicate that secular pursuits that enhance communal/personal well-being and environmental well-being may also motivate voluntary simplicity.     

Beliefs,attitudes and behaviour towards Web advertising

To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993) belief model is tested via structural equation modelling. The results suggest the model is a robust Web advertising effectiveness measurement tool. Underlying the study are the hypotheses that Web users' attitudes towards Web advertising are a function of several belief factors and influence users' behavioural intention. Results indicate the belief factors—product information, hedonic pleasure, and social role and image—related positively to subjects' attitudes towards Web advertising. Web users' beliefs about materialism, falsity/no sense and value corruption related negatively to their attitudes towards Web advertising. Web advertising attitudes impacted on reported behaviour towards Web advertising such that the more positive Web users' attitudes were towards Web advertising, the greater the likelihood that they would respond favourably to Web ads. In addition, the higher the respondents' income and education, the more negative their reported behaviour towards Web advertising.     

The ethical underpinnings of nonmaterialistic values and voluntary simplicity behavior in the United States

Many scholars agree overconsumption is a serious ethical problem because of its adverse effects on the environment. This multimethod article uses two studies to explore the ethical underpinnings of two related consumer expressions of anticonsumption: nonmaterialism, which refers to not placing importance on material goods, and voluntary simplicity, which refers to reducing consumption behavior. Study 1 employs Structural Equation Models of secondary U.S. data and finds that nonmaterialism and voluntary simplicity have unique ethical underpinnings: Nonmaterialism is positively associated with an ethical ideology focused on universal rules and principles while voluntary simplicity is associated with an ethical ideology focused on the consequences of one's actions. Because engagement in voluntary simplicity can reduce overconsumption, Study 2 identifies which specific other-oriented environmental concerns increase voluntary simplicity and for whom. An online experiment indicates that concerns about contributing to landfill waste and depleting natural resources induce voluntary simplicity for those who base their decisions on consequentialist ethical ideologies and concerns about contributing to climate change increases voluntary simplicity across consumers. These findings contribute to the discussion on anticonsumption by delineating key anticonsumption constructs, identifying messages to effectively reduce consumption behavior, and identifying consumers who are most likely to respond to such appeals.     

Voluntary simplicity: an exploration of market interactions

Voluntary simplicity is often considered to be a sustainable lifestyle phenomenon buttressed by environment‐friendly consumption practices. Voluntary simplicity is shaped by the individual as well as the society, and marketplace interactions often impact voluntarily simplified approaches to consumption. Pertinent, therefore, is a consideration of how voluntary simplifiers negotiate the tensions between marketplace interactions and decisions (not) to consume, as the exploration of interactions between consumption and non‐consumption choices has relevant implications for the advancement of sustainable consumption. Specifically, we seek to answer the following question: how have voluntary simplifiers in a rural context negotiated the relationship between voluntary simplicity and market‐based (non‐) consumption? This paper reports on a study of 28 rural voluntary simplifiers to explore the intersections between voluntary simplicity and rural markets. Findings highlight the convoluted nature and the multiple manifestations of voluntary simplicity, while the rural context allows an exploration of such tensions in relation to individual voluntary simplicity, local economy, supermarkets, fair trade and consumer culture.     

Voluntary simplicity and the ethics of consumption

The increased levels of consumption that have accompanied our consumer‐oriented culture have also given rise to some consumers questioning their individual consumption choices, with many opting for greater consumption simplicity. This link between consideration of actual consumption levels and consumer choices is evident among a group of consumers known as ethical consumers. Ethical consumers consider a range of ethical issues in their consumer behavioral choices. Particularly prevalent is voluntary simplification due to concerns for the extent and nature of consumption. Through the presentation of findings from two qualitative studies exploring known ethical consumers, the relationship of consumer attitudes to consumption levels, and how these attitudes impact approaches to consumer behavior, are discussed. © 2002 John Wiley & Sons, Inc.     

One More Awareness Gap? The Behaviour–Impact Gap Problem

Preceding research has made hardly any attempt to measure the ecological impacts of pro-environmental behaviour in an objective way. Those impacts were rather supposed or calculated. The research described herein scrutinized the ecological impact reductions achieved through pro-environmental behaviour and raised the question how much of a reduction in carbon footprint can be achieved through voluntary action without actually affecting the socio-economic determinants of life. A survey was carried out in order to measure the difference between the ecological footprint of “green” and “brown” consumers. No significant difference was found between the ecological footprints of the two groups—suggesting that individual pro-environmental attitudes and behaviour do not always reduce the environmental impacts of consumption. This finding resulted in the formulation of a new proposition called the BIG (behaviour–impact gap) problem, which is an interesting addition to research in the field of environmental awareness gaps.     

Residential energy behaviour: does generation matter?

In this study we tested the relevance of the generational hypothesis, that is, whether the era in which household members grew up matters when understanding and predicting their behaviour, on a sample of 600 Swedish households. These households participated in a survey where they answered questions about their own energy‐related residential energy behaviour. The answers were analysed for differences between age groups, between different attitudes to environmental issues, between income levels and between dwelling types. The results showed that age was as good an indicator as the other parameters. In several areas, older households had a more energy‐efficient residential behaviour than younger ones. Examples are laundry practices and indoor heat regulation. According to the generational hypothesis, this finding implies higher energy use in the future. The study also shows that there is a broad scope for improving residential energy behaviour in Swedish society by implementing changes in laundry avoiding practices, dishwashing behaviour and indoor temperature regulation.     

The role of time preference and credit card usage in compulsive buying behaviour

College students represent a lucrative market for businesses selling a wide array of goods and services, including credit. One area of concern regarding credit debt is its association with compulsive buying behaviour. This study analysed compulsive buying behaviour within an economic framework using a college student sample. Data were collected from 7342 students enrolled in a major Midwestern university. Regression analysis revealed that income, rate of time preference, money attitudes, credit card usage and gender were significantly related to compulsive buying. This study provides useful information for developing, or revising, university policies regarding financial education and counselling, as well as curriculum considerations.     

From mandatory to voluntary: consumer cooperation and citizenship behaviour

Customer participation of mandatory (ensuring the completion of a service delivery) and voluntary behaviours (achieving the optimal results of the service) influence the outcomes of service organizations. This study examines how service firms transform from coproduction to cocreation in sharing economy by enhancing customer voluntary behaviour through encouraging customer mandatory behaviour. This study explores the mediating effect of perceived value on the mandatory–voluntary relationship, and the driving effect of customer readiness on mandatory behaviour. A total of 181 valid questionnaires were collected from the Taiwanese bed and breakfast sector and analysed by structural equation analysis. The results reveal: (1) the strong impact of customer mandatory behaviour on voluntary behaviour, (2) the partial mediating effect of perceived value on the mandatory-voluntary relationship, and (3) the distinct effects that cooperation has on helping others and word-of-mouth. The findings support the influential roles of customer readiness factors, especially ability, on triggering mandatory behaviour.     

Green capital and social reproduction within families practising voluntary simplicity in the US

In this paper, we examine how parents in the US who practise voluntary simplicity enact family and social reproduction. Two key findings emerged. First, adult simplifiers in our study typically grew up within families that practised voluntary simplicity or frugality and transmit these consumption patterns to their own children. Second, simplifiers often struggle with other family members, friends and society over issues related to the tensions that emerge as they seek to simplify their lives while at the same time raising children who will not be ‘shunned’ by a mainstream, consumption-focused society. We conclude that parents who voluntarily simplify are able to maintain their social class status through redefining what it means to be middle class through the creation and utilization of ‘green capital’.     

Financial management attitudes and behaviour of husbands and wives

In spite of recent economic events which suggest that families are having much difficulty managing their financial resources, little research has focused on spouses' attitudes and behaviour regarding family financial management. This study addressed three questions: (1) What are spouses' attitudes toward and behaviour regarding family financial management? (2) To what degree do husbands and wives agree in their attitudes and report similar behaviour regarding financial management? and (3) What factors effect the attitudes and behaviour of spouses regarding management of their financial resources? While spouses' attitudes were generally supportive of family resource management principles and philosophy regarding financial management, their reported behaviour indicated relatively few families acted on their beliefs. Correlations between husbands' and wives' attitudinal and behavioural scores were positive and statistically significant; however, the modest coefficients indicated much room for disagreement between spouses regarding family management. The family characteristics which were the best predictors of positive financial management attitudes and effective behaviour included: number of years married; completion of a course in consumer education by a spouse; and occupational status of wives.     

Energy efficient household appliances in emerging markets: the influence of consumers' values and knowledge on their attitudes and purchase behaviour

This research integrates both motivational and cognitive approaches to better understand consumers' purchase behaviour of energy efficient household appliances in emerging markets. A unique values, knowledge, attitudes and behaviour model was developed, and then validated by obtaining data from Vietnamese consumers which yielded 682 usable responses. The findings confirm that consumers with stronger adherence to egoistic values are more likely to develop negative attitudes towards environmental protection, and they tend to formulate positive attitudes towards individual inconvenience associated with the purchase of energy efficient appliances. In contrast, biospheric and altruistic values facilitate consumers' purchase behaviour by enhancing their attitudes towards environmental protection, and by also reducing their attitudes in relation to individual inconvenience. Interestingly, consumers with high knowledge about energy efficient appliances tend to believe that the purchase of such products is important for environmental protection, and they are likely to negate the perception of inconvenience associated with the purchase. Attitudes were found to be significant determinants of both purchase intention and behaviour. The implications for policymakers, marketers and other stakeholders are discussed and future research directions presented.     

Reasoned Action and Food Choice in a Transitional Economy

ABSTRACT

This study examines predictive factors of consumer behaviour in food, employing a study of 485 Romanian respondents using the Theory of Reasoned Action (TRA). Drawing on a structural equation models approach, causal paths for six products were estimated. Habit emerged as the most significant predictor of behavioral intention. The results of this empirical study support the notion that attitudes and habits influence behavioral intentions toward food consumption. A modification of the TRA, within the context of income constraints, is proposed in the form of willingness to consume. Competing structural models are discussed, and the implications of the study for both marketers and consumers are highlighted.     

Consumer voices: adoption of residential energy‐efficient practices

The purpose of this research is to identify constraining variables that may impinge on adopting energy‐efficient practices, materials, equipment and technology in households. The intent is to uncover relationships of attitudes, beliefs, knowledge and other resource constraints to: (1) existing housing adaptations and adjustments for energy efficiency; and (2) more efficient use of energy in homes. A second objective is to identify existing practices used to reduce energy use and the adaptations made to the existing structure, materials, equipment and technology for energy efficiency as well as their intentions to make future adaptations. Constraint variables include knowledge of existing energy‐efficient practices and technology; economic constraints (household income, cost as a problem, financial need and existing energy costs); obstacles to making changes (lack of information, assistance, time, cooperation, trained persons and the condition of home); and demographic variables (age, education level and urban/rural). Attitude and belief constraints include measures of felt responsibility for energy use‐related actions that impact the natural resources and environment, and measures of concern. These constraints may impinge on or contribute to making energy‐efficient changes in residential households. Questionnaires were mailed to a random stratified sample of 800 households in Nebraska (US state) in April and May of 2008, resulting in a 29% return rate. The analysis indicates that the research produced information about constraining factors that impact the existing energy‐efficiency levels of households. The use of energy‐efficient equipment and technology, and behaviour practices that reduce energy use are related to those barriers. However, residential energy use and behaviour change result from a range of psychological and contextual influences on behaviour. Behaviour is often inconsistent with attitudes because of the presence of various constraining factors that preclude consistency with behaviour. Educational programmes have a challenging task if they are to alter attitudes and norms to overcome situational constraints. It may be more fruitful to educate and to remove the constraints impinging on those who already have a positive attitude about the need to increase energy efficiency for whatever reason.     

Investigating the gap between citizens' sustainability attitudes and food purchasing behaviour: empirical evidence from Brazilian pork consumers

Consumers worldwide are increasingly concerned with sustainable production and consumption. Recently, a comprehensive study ranked 17 countries in regard to their environmentally friendly behaviour among consumers. Brazil was one of the top countries in the list. Yet, several studies highlight significant differences between consumers' intentions to consume ethically, and their actual purchase behaviour: the so‐called ‘Attitude‐Behaviour Gap’. In developing countries, few studies have been conducted on this issue. The objective of this study is therefore to investigate the gap between citizens' sustainability‐related attitudes and food purchasing behaviour using empirical data from Brazil. To this end, Brazilian citizens' attitudes towards pig production systems were mapped through conjoint analysis and their coexistence with relevant pork product‐related purchasing behaviour of consumers was investigated through cluster analysis. The conjoint experiment was carried out with empirical data collected from 475 respondents surveyed in the South and Center‐West regions of Brazil. The results of the conjoint analysis were used for a subsequent cluster analysis in order to identify clusters of Brazilian citizens with diversified attitudes towards pig production systems, using socio‐demographics, attitudes towards sustainability‐related themes that are expected to influence the way they evaluate pig production systems, and consumption frequency of various pork products as clusters' background information. Three clusters were identified as ‘indifferent’, ‘environmental conscious’ and ‘sustainability‐oriented’ citizens. Although attitudes towards environment and nature had indeed an influence on citizens' specific attitudes towards pig farming at the cluster level, the relationship between ‘citizenship’ and consumption behaviour was found to be weak. This finding is similar to previous research conducted with European consumers: what people (in their role of citizens) think about pig production systems does not appear to significantly influence their pork consumption choices. Improvements in the integrated management of this chain would better meet consumers' sustainability‐related expectations towards pig production systems.     

Social class and consumption: employers as a special case

During the last few years it has become popular to argue that the impact of social class on personal consumption and other aspects of social behaviour is declining. This paper has two basic objectives. The first objective is to ascertain the extent of variation in consumption patterns between socio-economic groups, independent of income and type of household. As a number of studies of the class structure show, the long-term decline trend in self-employment outside of agriculture was halted or even reversed in many developed countries in the mid-1970s. However, despite evidence for the ‘new rise’ of the self-employed, and perhaps for reasons connected to the way social science has traditionally viewed it, little research has been conducted so far into the life styles and attitudes of this important group. Consequently, the second objective of this article is to analyse and compare the consumption pattern of the self-employed with that of employees — especially where income levels are the same. The results of this analysis, based on the Finnish household survey, indicate the effect of the socio-economic group is stronger than that of the income group and that the consumption pattern of the self-employed does not diverge greatly from that of the ‘well-off employee group. Nonetheless, the information on the detailed expenditure groups also reveals some interesting differences.