Less Is More: Exploring the Role of Minimalism in Sustainable Consumption

This is the authors' abstract. We don't add key points for this paper.

Although research on sustainable consumption behavior has blossomed, the role of minimalism in driving sustainable consumption behavior is less understood. In addition, we still do not know enough about the boundary conditions of minimalism. Accordingly, we examined the effect of minimalism on sustainable consumption behavior and the boundary conditions of planned behavior (i.e., attitudes towards behavior, subjective norm, and perceived behavioral control). Using data collected from 385 Vietnamese consumers, we find that minimalism positively influences sustainable consumption behavior, and this relationship is amplified when (a) attitude towards behavior is high; and (b) subjective norm is high. Surprisingly, we find no support for the moderating effect of perceived behavioral control. Theoretical and practical implications are discussed.