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
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