Voluntary Simplicity: Triggers of Adoption and Global Meaning
(A2026-132873)

AUTHORS

Cansu Hattula, IU International University of Applied Sciences; Francisco Tigre Moura, IU University of Applied Sciences

ABSTRACT

This study explores how consumers adopt voluntary simplicity and how the lifestyle is embedded in their broader value systems. Through in-depth interviews with 24 voluntary simplifiers worldwide, we identify key triggers, including media exposure, early family socialization, life disruptions, mobility experiences, and influence from friends or partners. Voluntary simplicity is guided by moral, environmental, relational, and personal well-being considerations, providing individuals with freedom, emotional “lightness,” purpose, and alignment with deeply held values. Our findings highlight that voluntary simplicity is both a practical strategy for managing consumption and a socially and morally embedded lifestyle, with implications for consumers, marketers, and policy makers seeking to promote sustainable, value-driven, and meaningful consumption patterns.