WHITHER SIMPLICITY? AN EXPLORATORY STUDY OF THE ANTECEDENTS OF VOLUNTARY SIMPLICITY

The impact of the recent recession has led consumers to assume more voluntarily simplistic (VS) lifestyles - that is to say, they consume more frugally and/or ethically. However prior research on voluntary simplicity has failed to assess the antecedent marketing conditions of VS. This paper uses survey data to explore the relationships between consumer impulsiveness (Puri 1996), materialism (Richins 1994; 2004), and mindfulness (Bahl, Milne, and Ross 2011) and VS lifestyles (values) and associated attitudes and behaviors (Iwata 1997). The data supports relationships between the antecedent variables and VS lifestyles but is mixed with relation to VS associated attitudes and behavior.