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Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less

Cathy McGouran, Andrea Prothero

European Journal of Marketing, Volume: 50, Issue: 1/2, Pages: 189 - 212

Swansea University Author: Cathy McGouran

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DOI (Published version): 10.1108/EJM-09-2013-0521

Abstract

Purpose – This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of participants, and what is learned from this relative to voluntary simplicity, most specifically when participants are a...

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Published in: European Journal of Marketing
ISSN: 0309-0566
Published: 2016
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URI: https://cronfa.swan.ac.uk/Record/cronfa22940
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first_indexed 2016-03-22T01:55:43Z
last_indexed 2020-07-15T12:37:31Z
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fullrecord <?xml version="1.0"?><rfc1807><datestamp>2020-07-15T11:56:00.6800718</datestamp><bib-version>v2</bib-version><id>22940</id><entry>2015-08-19</entry><title>Enacted voluntary simplicity &#x2013; exploring the consequences of requesting consumers to intentionally consume less</title><swanseaauthors><author><sid>7e4b7a088625461ddd99874e77fc84bc</sid><firstname>Cathy</firstname><surname>McGouran</surname><name>Cathy McGouran</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2015-08-19</date><deptcode>BBU</deptcode><abstract>Purpose &#x2013; This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of participants, and what is learned from this relative to voluntary simplicity, most specifically when participants are asked to become voluntary simplifiers versus volunteering to do so.Design/methodology/approach &#x2013; A phenomenological approach was employed utilising unstructured interviews and autoethnography. Data was analysed through the theoretical lens of voluntary simplicity within the contexts of contemporary Irish consumer culture and the collapse of the Celtic Tiger.Findings &#x2013; The study highlights findings in four key areas: self-imposed parameters of intentional non-consumption and subsequent voluntary simplicity categories; motivations, practices and experiences of participants; the role intentional non-consumption plays relative to personal satisfaction, fulfilment and happiness; and how participant consumption practices reverted back to &#x2018;normal&#x2019; once the study was complete. Research limitations/implications &#x2013; This study focuses on an all-female group of participants; future research is warranted that explores the issue from a male perspective. Social implications &#x2013; Findings are of particular interest to policy makers seeking to develop initiatives that reduce consumption practices and contribute to discussions that explore the role of consumption in modern society&#x2014; in particular the wide-ranging debate on whether consumption leads to happiness and how consumers might be persuaded to consume in a more sustainable manner. Originality/value &#x2013; This study adopts an innovative methodology that explores voluntary simplicity and contributes to an understanding of consumption culture by exploring what happens when consumers are asked to reduce their consumption and become voluntary simplifiers. An extension of Huneke&#x2019;s definition of voluntary simplicity (VS) is offered, which recognises the role non-material consumption plays in consumption practices, and explores VS relative not only to individuals&#x2019; values and beliefs, as discussed in the literature, but also to their life-style activities and wider socio-cultural and institutional factors. Keywords: Voluntary Simplicity, Consumption Reduction, Consumption Practices, Autoethnography, Consumer Culture TheoryArticle Classification: Research Paper</abstract><type>Journal Article</type><journal>European Journal of Marketing</journal><volume>50</volume><journalNumber>1/2</journalNumber><paginationStart>189</paginationStart><paginationEnd>212</paginationEnd><publisher/><issnPrint>0309-0566</issnPrint><keywords>Voluntary Simplicity, Consumption Reduction, Consumption Practices, Autoethnography, Consumer Culture Theory</keywords><publishedDay>1</publishedDay><publishedMonth>2</publishedMonth><publishedYear>2016</publishedYear><publishedDate>2016-02-01</publishedDate><doi>10.1108/EJM-09-2013-0521</doi><url/><notes/><college>COLLEGE NANME</college><department>Business</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>BBU</DepartmentCode><institution>Swansea University</institution><apcterm/><lastEdited>2020-07-15T11:56:00.6800718</lastEdited><Created>2015-08-19T12:57:52.2441784</Created><path><level id="1">Faculty of Humanities and Social Sciences</level><level id="2">School of Management - Business Management</level></path><authors><author><firstname>Cathy</firstname><surname>McGouran</surname><order>1</order></author><author><firstname>Andrea</firstname><surname>Prothero</surname><order>2</order></author></authors><documents/><OutputDurs/></rfc1807>
spelling 2020-07-15T11:56:00.6800718 v2 22940 2015-08-19 Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less 7e4b7a088625461ddd99874e77fc84bc Cathy McGouran Cathy McGouran true false 2015-08-19 BBU Purpose – This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of participants, and what is learned from this relative to voluntary simplicity, most specifically when participants are asked to become voluntary simplifiers versus volunteering to do so.Design/methodology/approach – A phenomenological approach was employed utilising unstructured interviews and autoethnography. Data was analysed through the theoretical lens of voluntary simplicity within the contexts of contemporary Irish consumer culture and the collapse of the Celtic Tiger.Findings – The study highlights findings in four key areas: self-imposed parameters of intentional non-consumption and subsequent voluntary simplicity categories; motivations, practices and experiences of participants; the role intentional non-consumption plays relative to personal satisfaction, fulfilment and happiness; and how participant consumption practices reverted back to ‘normal’ once the study was complete. Research limitations/implications – This study focuses on an all-female group of participants; future research is warranted that explores the issue from a male perspective. Social implications – Findings are of particular interest to policy makers seeking to develop initiatives that reduce consumption practices and contribute to discussions that explore the role of consumption in modern society— in particular the wide-ranging debate on whether consumption leads to happiness and how consumers might be persuaded to consume in a more sustainable manner. Originality/value – This study adopts an innovative methodology that explores voluntary simplicity and contributes to an understanding of consumption culture by exploring what happens when consumers are asked to reduce their consumption and become voluntary simplifiers. An extension of Huneke’s definition of voluntary simplicity (VS) is offered, which recognises the role non-material consumption plays in consumption practices, and explores VS relative not only to individuals’ values and beliefs, as discussed in the literature, but also to their life-style activities and wider socio-cultural and institutional factors. Keywords: Voluntary Simplicity, Consumption Reduction, Consumption Practices, Autoethnography, Consumer Culture TheoryArticle Classification: Research Paper Journal Article European Journal of Marketing 50 1/2 189 212 0309-0566 Voluntary Simplicity, Consumption Reduction, Consumption Practices, Autoethnography, Consumer Culture Theory 1 2 2016 2016-02-01 10.1108/EJM-09-2013-0521 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2020-07-15T11:56:00.6800718 2015-08-19T12:57:52.2441784 Faculty of Humanities and Social Sciences School of Management - Business Management Cathy McGouran 1 Andrea Prothero 2
title Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
spellingShingle Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
Cathy McGouran
title_short Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
title_full Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
title_fullStr Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
title_full_unstemmed Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
title_sort Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less
author_id_str_mv 7e4b7a088625461ddd99874e77fc84bc
author_id_fullname_str_mv 7e4b7a088625461ddd99874e77fc84bc_***_Cathy McGouran
author Cathy McGouran
author2 Cathy McGouran
Andrea Prothero
format Journal article
container_title European Journal of Marketing
container_volume 50
container_issue 1/2
container_start_page 189
publishDate 2016
institution Swansea University
issn 0309-0566
doi_str_mv 10.1108/EJM-09-2013-0521
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 0
active_str 0
description Purpose – This paper aims to explore the impact intentional non-consumption has on consumer practices, the resulting consumption experiences and meanings attached to the actions of participants, and what is learned from this relative to voluntary simplicity, most specifically when participants are asked to become voluntary simplifiers versus volunteering to do so.Design/methodology/approach – A phenomenological approach was employed utilising unstructured interviews and autoethnography. Data was analysed through the theoretical lens of voluntary simplicity within the contexts of contemporary Irish consumer culture and the collapse of the Celtic Tiger.Findings – The study highlights findings in four key areas: self-imposed parameters of intentional non-consumption and subsequent voluntary simplicity categories; motivations, practices and experiences of participants; the role intentional non-consumption plays relative to personal satisfaction, fulfilment and happiness; and how participant consumption practices reverted back to ‘normal’ once the study was complete. Research limitations/implications – This study focuses on an all-female group of participants; future research is warranted that explores the issue from a male perspective. Social implications – Findings are of particular interest to policy makers seeking to develop initiatives that reduce consumption practices and contribute to discussions that explore the role of consumption in modern society— in particular the wide-ranging debate on whether consumption leads to happiness and how consumers might be persuaded to consume in a more sustainable manner. Originality/value – This study adopts an innovative methodology that explores voluntary simplicity and contributes to an understanding of consumption culture by exploring what happens when consumers are asked to reduce their consumption and become voluntary simplifiers. An extension of Huneke’s definition of voluntary simplicity (VS) is offered, which recognises the role non-material consumption plays in consumption practices, and explores VS relative not only to individuals’ values and beliefs, as discussed in the literature, but also to their life-style activities and wider socio-cultural and institutional factors. Keywords: Voluntary Simplicity, Consumption Reduction, Consumption Practices, Autoethnography, Consumer Culture TheoryArticle Classification: Research Paper
published_date 2016-02-01T03:27:13Z
_version_ 1763751003973222400
score 10.997933

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