The ethical underpinnings of nonmaterialistic values and voluntary simplicity behavior in the United States

Abstract

Abstract Many scholars agree overconsumption is a serious ethical problem because of its adverse effects on the environment. This multimethod article uses two studies to explore the ethical underpinnings of two related consumer expressions of anticonsumption: nonmaterialism, which refers to not placing importance on material goods, and voluntary simplicity, which refers to reducing consumption behavior. Study 1 employs Structural Equation Models of secondary U.S. data and finds that nonmaterialism and voluntary simplicity have unique ethical underpinnings: Nonmaterialism is positively associated with an ethical ideology focused on universal rules and principles while voluntary simplicity is associated with an ethical ideology focused on the consequences of one's actions. Because engagement in voluntary simplicity can reduce overconsumption, Study 2 identifies which specific other‐oriented environmental concerns increase voluntary simplicity and for whom. An online experiment indicates that concerns about contributing to landfill waste and depleting natural resources induce voluntary simplicity for those who base their decisions on consequentialist ethical ideologies and concerns about contributing to climate change increases voluntary simplicity across consumers. These findings contribute to the discussion on anticonsumption by delineating key anticonsumption constructs, identifying messages to effectively reduce consumption behavior, and identifying consumers who are most likely to respond to such appeals.