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.



Citation:

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.

Authors

Ahir Gopaldas, York University, Canada



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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