Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less

Abstract

Purpose

This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of participants and what is learned from this relative to voluntary simplicity, most specifically when participants are asked to become voluntary simplifiers versus volunteering to do so.

Design/methodology/approach

A phenomenological approach was applied utilising unstructured interviews and autoethnography. Data were analysed through the theoretical lens of voluntary simplicity within the contexts of contemporary Irish consumer culture and the collapse of the Celtic Tiger.

Findings

The study highlights findings in four key areas: self-imposed parameters of intentional non-consumption and subsequent voluntary simplicity categories; motivations, practices and experiences of participants; the role intentional non-consumption plays relative to personal satisfaction, fulfilment and happiness; and how participant consumption practices reverted to “normal” once the study was complete.

Research limitations/implications

This study focuses on an all-female group of participants; future research is warranted that explores the issue from a male perspective.

Social implications

Findings are of particular interest to policy makers seeking to develop initiatives that reduce consumption practices and contribute to discussions that explore the role of consumption in modern society – in particular the wide-ranging debate on whether consumption leads to happiness and how consumers might be persuaded to consume in a more sustainable manner.

Originality/value

This study adopts an innovative methodology that explores voluntary simplicity and contributes to an understanding of consumption culture by exploring what happens when consumers are asked to reduce their consumption and become voluntary simplifiers. An extension of Huneke’s definition of voluntary simplicity is offered, which recognises the role non-material consumption plays in consumption practices, and explores voluntary simplicity relative not only to individuals’ values and beliefs, as discussed in the literature, but also to their lifestyle activities and wider sociocultural and institutional factors.

Citation

McGouran, C. and Prothero, A. (2016), "Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less", European Journal of Marketing, Vol. 50 No. 1/2, pp. 189-212. https://doi.org/10.1108/EJM-09-2013-0521