2337 - DOES VOLUNTARY CONSUMPTION REDUCTION CHALLENGE OR UPHOLD THE SYSTEM?

Session: D09S001 - Consumer Psychology and Sustainability
AUTHORS:
Mundi López Luis (University of Granada ~ Granada ~ Spain) , Ruiz Romero Josefa (University of Granada ~ Granada ~ Spain) , Willis Guillermo (University of Granada ~ Granada ~ Spain)
Abstract text:
Consumption reduction can have positive environmental and social consequences. In fact, the United Nations advocates for this in the Sustainable Development Goals: 12. Responsible Consumption and Reduction. In addition, other organizations, such as the Environmental European Agency, argue that consumption reduction is the most effective and rapid way to achieve this goal. In this context, Voluntary Consumption Reduction lifestyles are becoming more popular (e.g., minimalism or voluntary simplicity). However, no study has investigated the relationship between voluntary consumption reduction lifestyles and the justification of the social and economic system yet. The literature shows that "voluntary simplifiers" could be defined as people whose consumption is politically motivated, or at least not focused on personal causes, but the motivations behind minimalism have not been researched to date. Minimalism, based on Wilson and Bellezza (2022) definition, has three dimensions: number of possessions that one has, aesthetic motivation and mindful curated consumption. Even though both types of lifestyles seem to have a positive impact on personal wellbeing, we investigated whether people pursuing these lifestyles have differences in how they oppose or justify the system. Taking this into account, through 4 correlational studies (total N = 1379) and an experimental study (N = 121), we investigated the relationship between Voluntary Consumption Reduction lifestyles and social and economic system justification. Our results show that Voluntary Simplicity is negatively related, but minimalism is positively related, to system justification.