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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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