نقش پایداری در توصیف ساده کننده های داوطلبانه  The role of sustainability in profiling voluntary simplifiers

1. Introduction Embedded in a consumerist mainstream society obsessed with highly consumption-oriented lifestyles, there are individuals who deliberately refrain from consumption (Lee and Ahn, 2016). Despite their low consumption, it would be advisable for companies to know these consumers in more detail, because by striving for consumption alternatives they are nevertheless still “making use of market systems” (Shaw and Moraes, 2009, p. 221). Besides individuals who restrict their consumption due to financial scarcity, there are those who consciously consume less than they can afford. The reasons for this are manifold, such as rejecting capitalism and materialism, living sustainably, and striving to lead independent and self-determined lives. There is extensive research regarding the different lifestyles or groups of people who consciously refrain from consumption. This includes anticonsumption in general (Chatzidakis and Lee, 2012), frugal consumption (Lastovicka, Bettencourt, Hughner, and Kuntze, 1999) and voluntary simplicity (Elgin and Mitchell, 1977). In particular, voluntary simplifiers are a specific segment of anti-consumers who generally reduce their overall levels of consumption (Iyer and Muncy, 2009). Numerous definitions exist regarding who voluntary simplifiers are (Johnston and Burton, 2003). There is a widespread consensus that they reduce material consumption (e.g., Craig-Lees and Hill, 2002; Etzioni, 1998) although they are financially well-off (Huneke, 2005; Zavestoski, 2002). This might be especially true for moderate simpli- fiers, who reduce consumption levels, but not working hours and thereby income (Ballantine and Creery, 2010). Compared to people with similar high-income levels, moderate simplifiers spend significantly less money on consumption. Usually, research measures voluntary simplicity by self-reported scales (e.g., Alexander and Ussher, 2012; Hamilton and Mail, 2003; Huneke, 2005). Rudmin and Kilbourne (1996) criticize such subjective measures due to the high risk of a social desirability bias. Therefore, the first research goal of this paper addresses this measurement issue by using a novel approach to identify voluntary simplifiers and take advantage of objective data: individuals’ income and level of consumption, measured by a household’s possession of selected consumer durables. The following question is then addressed: Are voluntary simplifiers sustainability-rooted, and to what extent? Sustainable development is defined as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” (WCED, 1987, p. 8). In order to foster it the UN addresses the necessity of sustainable consumption in its new sustainable development goals (No. 12). More specifically, sustainable consumption covers two main issues: consuming differently – that is, buying environmentally friendly, organic or Fairtrade products – and consuming less (Balderjahn et al., 2013; Jackson and Michaelis, 2003). However, one open question is whether simplifiers are sustainability-rooted, as is often assumed (Shaw and Moraes, 2009). Research indicates that simplifiers are ecologically and socially motivated, and likely behave or consume in ecologically responsible ways (e.g., Craig-Lees and Hill, 2002; Iwata, 2006; Shaw and Newholm, 2002). Nevertheless, the role of sustainability in living a simpler life remains unclear. To address this knowledge gap, it is necessary to provide empirical evidence by taking a multidimensional perspective on sustainable consumption. Therefore, the second research goal of this study is to establish a multidimensional sustainability profile for the voluntary simplifier, which includes sustainable buying intentions, human values and consciousness for sustainable consumption (CSC) (Balderjahn et al., 2013).