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.     

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.     

Understanding voluntary simplifiers

Most of the literature on the voluntary simplicity (VS) lifestyle has come from the popular press and environmental activists, who tend to take a rather philosophical and moralistic stance. Although several academics have discussed the concept, it has had little mention in the marketing literature. Recently, a detailed commentary has considered the VS lifestyle from a social‐science perspective. Although this lifestyle type has been gaining attention, the literature reveals there is no clear understanding of this way of life. Different authors have different opinions about what should be at the essence of what constitutes VS lifestyle behavior. Our research seeks to address this problem by gaining a fuller understanding of voluntary simplifiers in relation to nonvoluntary simplifiers. Thus, this article reports on a study of 53 one‐hour interviews that contrasts and compares these two groups. From the findings, it was revealed that there are indeed certain differences across groups that could be of particular interest to marketers and academics. © 2002 John Wiley & Sons, Inc.     

Toward sustainable consumption: Researching voluntary simplifiers

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.     

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.     

Thou shalt not covet: Role of family religiosity in anti‐consumption

Anti‐consumption movements, as resistance or rejection of consumption, are opposed in nature to the values of materialism or the idea that possessions are essential to happiness. This article links one anti‐consumption practice, voluntary simplicity, to family religiosity by exploring whether parents' religiosity induces reduced levels of materialism in their children. Children aged 6–14 years and their parents in three secular and one religious school were surveyed, and data were analysed using structural equation modelling. Materialism was divided in four factors: money desire, shopping pleasure, possession pleasure and non‐generosity. Results show that parents with strong religious behaviours have children who exhibit less desire for money and less non‐generosity, but experience a higher shopping pleasure. The effects of parents' religious behaviours on children's materialism are both direct and partially mediated by school type (religious or secular). Religious values in the family environment may contribute to increased anti‐consumption lifestyles in following generations.     

Matched analysis of parent’s and children’s attitudes and practices towards motor vehicle and bicycle safety: an important information gap

The purpose of this study was to compare parents’ and children’s attitudes and habits towards use of bicycle helmets and car seat belts. We hypothesized that parental perception of their children’s safety practices did not reflect actual behavior and further, that parental practices, rather than their beliefs about a particular safety practice, have a greater affect on their child’s risk-taking behavior. The study population consisted of children in grades four and five and their parents/guardians. Participation in the cross-sectional study was voluntary and confidential anonymous questionnaires were used. In separate and independent surveys, children and parents were questioned in parallel about their knowledge, habits and attitudes toward bicycle helmet use and car safety practices. In the study, 731 students participated with 329 matched child-parent pairs. Ninety-five percent of the children own bicycles and 88% have helmets. Seventy percent of parents report their child always wears a helmet, while only 51% of children report always wearing one (p < 0.05). One-fifth of the children never wear a helmet, whereas parents think only 4% of their children never use one (p < 0.05). Parents report their children wear seat belts 92% of the time while 30% of children report not wearing one. Thirty-eight percent of children ride bicycles with their parents and wear their helmets more often than those who do not ride with their parents (p < 0.05). Parents who always wear a seat belt are more likely to have children who sit in the back seat and wear a seat belt (p < 0.05). Parents’ perceptions of their children’s safety practices may not be accurate and their actions do affect their children’s. Injury prevention programs that target both parents and children may have a greater impact on reducing risk-taking behaviors than working with each group in isolation.     

Children's perception of dinner conversation with parents in Japan

The children's perception of dinner and dinner conversation with their parents was surveyed for sixth‐grade students of elementary school in Japan. The data were analysed from the gender of children and attending parents. The children had dinner and dinner conversation more frequently with their mother than with their father. With father attendance, girls and boys had the same frequency of dinner and dinner conversation, although, with mother attendance, girls had dinner conversation more frequently than boys. Most of the children felt happy when they had dinner with their parents. However, a lower percentage of children felt happy when having dinner conversation with their parents, thought that they were important to their parents and thought dinner conversation was useful. More children felt happy during dinner and dinner conversation with their mother than with their father. However, there was no perceived difference in the usefulness of the conversation based on the father or the mother attending. The contents of conversation were greatly affected by which parent was attending. Subjects concerning children's manners were talked about more frequently in conversation with mothers than with fathers. Children had more frequent conversations with their father about ‘social issues’ and the ‘parents’ surroundings’ than with their mother. Girls had more frequent conversations on a wider variety of subjects with their mothers than boys. Girls could more easily share in their mothers’ knowledge or sense of values through dinner conversation. Boys were, for the most part, excluded from this process in conversation with either parent.     

Civil society and social auditing

‘Social auditing’ is everywhere. An increasing number of companies – and also public and voluntary sector organisations – are trying to assess their social performance systematically. Shell, BP and General Motors are among them. How are they doing it? What impact do NGOs and civil society organisations have on this process? Do they have a privileged place in social audits? This article looks at these questions, and sets out a framework for understanding social audits and civil society. Examples are drawn particularly from the recent Camelot social audit (‘Camelot and Social Responsibility’, Social Report 1999). Camelot plc is the operator of the UK national lottery.     

The role of sustainability in profiling voluntary simplifiers

Studies focusing on voluntary simplifiers are gaining in popularity, but doubt remains about the relevance to business of this segment and to what extent this lifestyle is attributable to sustainability-rooted choices. Instead of the commonly used self-reported scales, a novel measurement approach is applied using objective data to identify voluntary simplifiers. Based on equivalent household incomes and level of product possession this research provides, using a large-scale, representative sample, empirical evidence that voluntary simplifiers comprise almost one-sixth of the German population. Results indicate that voluntary simplifiers buy more green products, exhibit a greater environmental and economic sustainability consciousness and share more universalistic values compared to four other uncovered segments, namely well-off consumers, over-consumption consumers, less well-off consumers and poor consumers. From a business perspective, moderate voluntary simplifiers do not exit the market. Instead, they constitute an attractive target group for ecological products and alternative consumption options such as sharing.     

Framing social marketing as a system of interaction: A neo-institutional approach to alcohol abstinence

Abstract

We employ Giddens’ structuration theory to gain insights into the interaction between upstream/midstream and downstream social marketing perspectives. This is conducted through thirteen phenomenological interviews with informants who stand outside of the practice of alcohol consumption through their voluntary engagement in one month of sobriety. Our study identifies the ‘modalities’ located at the intersection between individual actions and the institutions of alcohol. By identifying these ‘modalities’, we conceptualise social marketing in interaction, which incorporates the institutional orders of domination, signification and legitimation, and the individual actions of power, communication and sanction. Specific domains of interventions are identified, namely marketplace offerings and promotional techniques, social grouping and positional status and rituals and traditions, through which social marketers can enact social change.     

International food advertising,pester power and its effects

The increasing importance of children as consumers has focused attention on ‘pester power’: children’s influence over adult purchasing through requests and demands for certain products. Many concerns are expressed about pester power, including that it increases parent-child conflict. In the contested area of food marketing, an additional and particularly potent criticism of pester power is that it can undermine parents’ attempts to feed their children a healthy diet. Results from a systematic review of international evidence find that food advertising does cause ‘pestering’ by children and results in parents buying less healthy products that are associated with obesity. This undermines industry arguments that pester power is just a legitimate way for children to express their growing autonomy as consumers. Policy implications for marketers and government are discussed.     

Cultural foodways in Sweden: repeated focus group interviews with Somalian women

The aim of this study was to provide increased understanding of what ‘feeding the family’ means to Somalian women in Sweden. Focus group interviews were carried out with Somalian women, analysed by means of the Grounded theory method. The results show that factors both in the family and in the outside world influenced their food choice and traditions, both in their home country of Somalia and in their new country, Sweden, after migration. The categories generated in the analysis were brought together in a model showing the women ‘struggling for their own cultural identity’ and oscillating between ‘remaining Somalian’ and ‘becoming part of Swedish society’, food being an important instrument in maintaining the cultural identity of their families. Cultural identity in this respect is a matter of the wishes of the husband, followed by those of the women and children and, at the same time, the strong pressure of the Swedish host country. This indicates how important it is for professionals to be aware of the trust people have in their own cultural food and therefore also how necessary it is to give culturally adapted food advice through public health work, in this case to Somalian families.     

Company and meal choices considered by Nordic adolescents

This article examines the meal choices considered by Nordic adolescents in two social situations: for themselves and for the family. In addition, the frequency of family meals is compared between the countries studied. The survey data (n = 1539) were collected during 2006–2007 from 9th grade students (aged 14–17 years) in Finland, Sweden, Denmark and Norway. Analysis was based on both quantitative variables and open‐ended data. Family meals were found to be less common among Finnish respondents than in the remaining data. In all countries but Denmark, the number of parents in the family had an effect on the frequency of family meals. Meals echoing or fully meeting the structural definition of a ‘proper meal’ were most common when describing meals for the family. The difference between the two social situations was most apparent for those who mentioned ‘Fast food dishes’ for themselves. Gender differences in open‐ended questions were smallest in Denmark and most apparent in Norway. Future studies should focus not only on how many of adolescents eat in what is termed an unhealthy way but also on how they themselves perceive and conceptualize eating, and what kinds of justifications they give to their everyday choices in different social contexts.     

Parental financial support: A safety net for young adults with debt problems

Parental financial support benefits young adults in societies with decreasing welfare‐state support and a pattern of early home‐leaving. This article focuses on the association between young adults’ debt problems and parental financial support: the extent to which indebted young adults receive financial help from their parents. We also investigate the extent to which specific benefits are associated with debt problems or parental financial support. The data were gathered in an online survey conducted among 18‐to‐35‐year‐old Finns (n = 1,019). The results revealed, first, that many parents safeguard their indebted adult children’s lives by means of financial support and second, that heavy cash‐welfare‐benefit users are particularly likely to receive parental financial support. Our analysis also revealed that the prevalence of debt problems as well as of parental financial support were especially high among those who had received social assistance, sickness benefit or labour‐market subsidy within the previous 12 months. In a society open to new social risks as well as to debt problems, young people who lack financial support from their parents have a rockier transition to adulthood than those who receive support.     

失独父母的社会支持体系现状及优化策略

基于社会支持理论,探讨失独父母的社会支持现状及其影响因素。2018年3-4月以多阶段分层整群抽样的方法,在我国西部某地级市抽取失独父母样本量108,分析失独父母的社会人口学特征、欧洲五维健康量表(EQ-5D)和社会支持评定量表(SSRS)等。失独父母的主观支持分、客观支持分、对支持的利用度和社会支持总分的中位得分低于国内常模及普通老年人的分数,线性回归分析结果显示,是否有第三代,是失独父母主观支持分、对支持的利用度和社会支持总分的影响因素;婚姻状况和月收入是失独父母客观支持分的影响因素。对失独父母须建立长期、固定的帮扶机制;政府应加大对患有大病、有第三代、退休金较少甚或没有的失独父母的经济帮扶力度;应夯实家庭医生重点签约对象的服务内容;须构建多种形式的特殊养老政策,引导失独父母自励互勉,构建多元化的社会支持体系,帮助失独群体早日融入社会。     

From pushchairs to wheelchairs: understanding tensions in family decision making through the experiences of adult children caring for ageing parents

Abstract

Within a modern family life, roles have changed significantly; however, relatively little attention has been given to the increased health and longevity of parents. This article focuses on the tensions relating to the transitional role of parent as ‘carer of the child’ to child as ‘carer of the parent’ as parents age. This article focuses on the experiences of adult children as they care for their parents and the related tensions that emerge and coping strategies that are adopted. Adopting an interpretive approach we shed light on the decision-making practices around shopping, residential arrangements and other consumer choices and how they take place in complex arenas of intricate family interactions, influence and power. Key themes that emerged were strategies adopted by both the adult child and ageing parent to attain or retain control in an increasingly sensitive environment where there is no roadmap to guide either party.     

Corporations and Citizenship Arenas in the Age of Social Media

Little attention has been paid to the importance of social media in the corporate social responsibility (CSR) literature. This deficit is redressed in the present paper through utilizing the notion of ‘citizenship arenas’ to identify three dynamics in social media-augmented corporate–society relations. First, we note that social media-augmented ‘corporate arenas of citizenship’ are constructed by individual corporations in an effort to address CSR issues of specific importance thereto, and are populated by individual citizens as well as (functional/formally organized) stakeholders. Second, we highlight that, within social media-augmented ‘public arenas of citizenship’, individual citizens are empowered, relative to corporations and their (functional/formally organized) stakeholders, when it comes to creating, debating, and publicizing, CSR-relevant issues. Third, we posit that information and communication technology corporations possess specific, and potentially very important, capacities, when it comes to creating, or helping construct, public arenas of citizenship from within which individual citizens can influence their broader political–economic environment. Following this, we discuss how social media can contribute to ‘dysfunctions’ as well as ‘progressions’ in corporate–society relations, and conclude with a number of suggestions for future research.     

If it is good for the child’s development then I say yes almost every time: how parents relate to their children’s consumption

The article looks into how parents see their children’s consumption. The data material consist of focus group interviews with parents and children living in relatively affluent Scandinavian society. The result shows that parents are not necessarily negative towards their children’s consumption, and in some fields they are willing to spend more than the children expect or want. Parents have two approaches towards their children’s consumption. The child perspective puts the child in the centre with the child’s need for development and protection. The consumer critical discourse dominates and children are seen as vulnerable. In many situations parents will stretch beyond the children’s expectations if they see the consumption as useful. In the parent’s perspective parental skills is exhibited. The parent’s economic status as well as their parental skills and competence are exhibited, and the child’s consumption demonstrates if you are caring and responsible parents.     

‘From a mother to another’: creative experiences of sharing used children’s clothing

ABSTRACT

This paper explores how consumers deliberate and incorporate concerns for sustainability in their consumption behaviours, through the lens of children’s clothing provisioning. Frustrated by the limited acknowledgement for sustainable issues within the UK mass market fashion retail sector, the participants reveal engaging with social innovation exchange initiatives, including networks of used children’s clothing. The research is informed by 28 professionally working mothers who navigate between meeting the social needs of themselves and their family with their growing knowledge for sustainability. The networks are symbolic of shared social values and building supportive communities that provided emotional and practical pathways for family provisioning. The research illustrates how societal discourse around sustainability is growing and how alternative market structures provide routes that appeal to consumers practically, socially and ideologically. Moreover, the research contributes to understanding opportunities that advance the sustainability agenda, for marketing, social innovation initiatives and progressing sustainable businesses.