Cognitive, social and emotional pathways to minimalist consumption: a randomised trial with adolescents

Purpose Consumer minimalism has emerged as a promising pathway towards sustainable consumption, yet little is known about how minimalist orientations can be actively fostered among adolescents, a developmental stage during which consumption values and identities are formed. This study aims to examine the effectiveness of educational, peer-led and video-based interventions in promoting consumer minimalism among adolescents. Design/methodology/approach A randomised controlled trial was conducted with 629 adolescents from 12 Croatian cities. Participants were assigned to three intervention groups or a control group. Interventions targeted cognitive, social and emotional pathways. Minimalism was measured pre- and one-month post-intervention across limited possessions, sparse aesthetics and mindful consumption. Moderation by financial constraints and gender was examined. Findings Educational interventions showed the strongest effects, particularly in reducing possessions and promoting reflection. Peer-led interventions were weak, while video-based interventions produced modest effects. Outcomes varied across minimalism dimensions. Stronger effects emerged among financially constrained adolescents and among girls. Results indicate that structured, cognitively engaging interventions outperform passive or purely normative approaches. Research limitations/implications Short-term design and self-reports limit conclusions on sustained change. Future research should examine long-term effects, hybrid interventions and identity-based mechanisms. Originality/value This study provides rare experimental evidence on adolescent minimalism, showing that intervention effects are pathway-specific and dimension-dependent. This study offers a developmentally grounded account of how sustainable consumption behaviours can be shaped during youth.