The Effect of Consumer Minimalism on Sustainable Consumption: The Mediator Role of Perceived Consumer Effectiveness

This study aims to determine the effect of consumer minimalism on sustainable consumption and to reveal the mediation effect of perceived consumer effectiveness. The research sample consisted of 1010 consumers aged 18 and above. Structural equation modeling and Process Macro were utilized in data analysis. According to the findings “clutter removal” and “longevity” have an effect on “perceived consumer effectiveness”. Perceived consumer effectiveness has an effect on “rethinking”, “reusing”, “refurbish”, “reuse” and “repurpose”. Further, “clutter removal” and “cautious shopping” has a direct effect on “rethinking”, “refurbish” and “reuse”. “Longevity” has a direct effect on “reusing”, “refurbish” and “repurpose”. Finally, “self-sufficiency” has a direct effect on “rethinking”, “refurbish" and “repurpose”. Mediation effects have been revealed by adding the “perceived consumer effectiveness” variable to the direct effect model for the “clutter removal” and “longevity” dimensions.