The role of sustainability in profiling voluntary simplifiers

Studies focusing on voluntary simplifiers are gaining in popularity, but doubt remains about the relevance to business of this segment and to what extent this lifestyle is attributable to sustainability-rooted choices. Instead of the commonly used self-reported scales, a novel measurement approach is applied using objective data to identify voluntary simplifiers. Based on equivalent household incomes and level of product possession this research provides, using a large-scale, representative sample, empirical evidence that voluntary simplifiers comprise almost one-sixth of the German population. Results indicate that voluntary simplifiers buy more green products, exhibit a greater environmental and economic sustainability consciousness and share more universalistic values compared to four other uncovered segments, namely well-off consumers, over-consumption consumers, less well-off consumers and poor consumers. From a business perspective, moderate voluntary simplifiers do not exit the market. Instead, they constitute an attractive target group for ecological products and alternative consumption options such as sharing.