From surviving to thriving: the effect of death reflection on voluntary simplicity and flourishing

Purpose The purpose of this study is to examine how death reflection and death anxiety influence the adoption of voluntary simplicity, clarify the mechanisms underlying this relationship, and explore its subsequent outcome of flourishing. Design/methodology/approach This research uses five independent studies (total n = 1,831) across diverse methodological paradigms, including experimental manipulation, survey measurement and field intervention, to test the proposed hypotheses rigorously. Findings The five studies show that death reflection increases consumers’ tendency toward voluntary simplicity, whereas death anxiety has the opposite effect. Authenticity mediates both effects, providing initial insight into the underlying mechanism. Exploratory analyses further reveal that death reflection promotes voluntary simplicity by enhancing authenticity, which, in turn, fosters flourishing. Research limitations/implications This study provides a comprehensive examination of the relationship between death awareness and voluntary simplicity, including its mechanisms and outcomes. Although the findings offer valuable insights, future research should consider more diverse age groups, complementing self-report measures with behavioral methods and examine alternative moderators. Practical implications Death-reflection practices (e.g. mindfulness workshops and life-transience discussions) can foster authenticity and voluntary simplicity, thereby enhancing employee flourishing. Simplicity should also be integrated into policies for work-life balance, sustainable consumption and minimalism. Originality/value This study introduces the dual-existential systems model to reveal that death reflection promotes voluntary simplicity through authenticity, whereas death anxiety inhibits it. This extends death awareness research beyond defensive responses to demonstrate a growth-oriented pathway to well-being.