Anti-Consumption: Now on Sale

Ahir Gopaldas, York University, Canada
This research uses the theoretical lens of market mythology to illuminate how and why an anti-consumption lifestyle (voluntary simplicity) is being refashioned into a contemporary consumption phenomenon (simple living). Voluntary simplicity is defined as a lifestyle of minimal, ethical, and ecological consumption. Simple living is conceptualized as a market mythology consisting of six myths: the myth of less, the myth of consumer goods and consumption activities as pathology, the ecological and ethical consumption mythology, the myth of work-life balance and the demythologizing of money, the myth of individual agency, and the myth of community loss and gain.
[ to cite ]:
Ahir Gopaldas (2008) ,"Anti-Consumption: Now on Sale", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 730-731.