Exploring the Effect of Minimalism on Ethical Consumer Behavior: A Value–Identity–Personal Norm Theory Approach

This study investigates the impact of minimalism on ethical consumption within the framework of the Value–Identity–Personal Norms (VIP) model. Data were collected from 340 Turkish consumers using a convenience sampling method and an online survey. Analyses were conducted with SmartPLS, employing the structural equation modeling (SEM) approach to examine the relationships among the constructs. The results reveal that minimalism, conceptualized as a value, significantly shapes environmentally responsible behavior by strengthening environmental identity and personal norms, which in turn drive ethical consumption choices. By extending the VIP model, the research positions minimalism not only as a lifestyle but also as a value-based orientation that aligns with biospheric values in encouraging pro-environmental actions. Furthermore, the study underscores the importance of sustainability communication as a crucial mechanism for reinforcing the connection between minimalistic values and ethical consumer behavior. It also highlights the mediating role of environmental identity between values (both biospheric and minimalistic) and personal norms, supporting the view that values influence behavior indirectly through psychological constructs. Overall, the findings demonstrate that minimalism positively affects environmental identity and personal norms, thereby fostering ethical consumption in line with the theoretical perspectives of the Value–Belief–Norm (VBN) and pro-environmental behavior models. This research provides valuable insights into how minimalism can be integrated into sustainability communication strategies to promote sustainable consumption, particularly in emerging economies.