The face of the un‐consumer: An empirical examination of the practice of voluntary simplicity in the United States

Abstract The practice of voluntary simplicity is inextricably linked to consumer behavior and has attracted the attention of researchers in a number of disciplines, including psychology and marketing. Yet the daily practice of voluntary simplicity in the United States remains largely unexamined. The research presented here is the first to look at voluntary simplicity with the use of a nationwide sample of American consumers. A more refined application of Maslow's theory of human motivation to the understanding of this social phenomenon is proposed. The practices considered most important to this lifestyle are identified, as are key impediments to its consistent practice. Factor analysis is used to identify the underlying dimensions of U.S. voluntary simplicity: ecological and social responsibility; community; and maintaining a spiritual life. Findings indicate that people of moderate income are more likely to practice voluntary simplicity than was previously believed. This research also compares highly committed simplifiers to those who are less committed, finding that more committed practitioners are more likely to be consistent in practices requiring ongoing effort, such as composting. © 2005 Wiley Periodicals, Inc.