“My God Wants Me to Live Simply”: The Constructed Selfhood of Faith‐Based Simple Livers

This study examines how participants in the faith‐based voluntary simplicity movement, referred to here as “Simple Livers,” draw on the complex interactions of ideology and emotions as they construct a moral identity focused on social change. Drawing on qualitative data from participant observation and interviews, I examine the use of moral repertoires —combinations of principles, practices, and feelings, including guilt, pride, and frustration, grounded in both the Christian faith and the tenets of voluntary simplicity. I engage with the new literature on lifestyle movements to argue that the moral repertoires of Simple Livers reinforce these ideologies, resulting in the construction of an over‐conforming moral self.