Voluntary Simplicity, Downshifting, and the Market Mythology of Simple Living

Voluntary simplicity, a lifestyle of minimal, ethical, and ecological consumption, has been a relatively invisible form of consumer resistance, both in the real world and, perhaps as a consequence, in consumer research. This research (1) integrates prior research on the lifestyle, highlighting problems of typology; (2) develops a conceptual model of simple living as market mythology that untangles the simple living ideology from the voluntary simplicity lifestyle; and (3) delineates a variance framework of simple living myths. Managerial implications for advertising, entertainment, and corporate communications are also discussed.


Ahir Gopaldas (2007) ,"Voluntary Simplicity, Downshifting, and the Market Mythology of Simple Living", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 291-292.


Ahir Gopaldas, York University, Canada


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior

Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA

Read More


Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More


System Justification and the Preference for Atavistic Products

Minju Han, Yale University, USA
George Newman, Yale University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.