Cultural Effects on Voluntary Simplicity in Japan

The purpose of this study is to explore the effects of culture on voluntary simplicity (VS). Additionally, it examines frugal simplicity, as a type of VS. Further, it explains how institutional residual effects, through mandatory simplicity, cause frugal simplicity. The study conducts qualitative analysis using group and depth interviews.



Citation:

Shuji Ohira and Akiko Masuda (2020) ,"Cultural Effects on Voluntary Simplicity in Japan", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 566-567.

Authors

Shuji Ohira, Chiba University of Commerce
Akiko Masuda, Chiba University of Commerce



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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