When Less Means More: The Role of Anticipated Guilt and Collectivistic Mindset in Sustainable Consumption

Excessive consumption has consequences for both the environment and society. It is therefore important to understand the factors associated with sustainable consumption. This study examines the relationship between consumer minimalism and sustainable consumption. It focuses on the mediating role of anticipated guilt and the moderating role of collectivistic mindset. Data were collected from adult consumers in Türkiye through an online survey. The responses were analyzed using confirmatory factor analysis, regression, and moderated mediation analysis. The results showed a positive relationship between consumer minimalism and sustainable consumption. Anticipated guilt partially mediated this relationship. The positive relationship between consumer minimalism and anticipated guilt was also stronger among individuals with higher levels of collectivistic mindset. Similarly, the positive indirect relationship through anticipated guilt became stronger as collectivistic mindset increased. These results suggest that the connection between minimalism and sustainable consumption may involve more than reducing consumption. It may also involve the guilt people expect to feel if they fail to meet their environmental responsibilities. The findings further suggest that concern for others and shared resources may be relevant to this emotional connection. These relationships are consistent with an emotional self-regulation explanation. However, the cross-sectional design does not allow the sequence of these psychological processes to be established. The study provides a basis for considering minimalist consumption standards, anticipated emotions, and responsibilities toward shared resources together in sustainable consumption communication.