Determinants of Simplicity Behaviors: Effects on Sustainable Consumption and Life Satisfaction

Sustainable consumption gains popularity in recent years that mainly purposes monitoring production activities in terms of environmental and natural resources and prevention or minimizing overconsumption patterns based on materialistic culture. In the study, sustainable consumption and voluntary simplicity behavior of American consumers were analyzed and proposed a structural equation model which describes antecedents of the sustainable behaviors and its effects on life satisfaction.The results of the study fill an important gap in the literature when considering the scope and originality of the proposed model, and elaborate the direct and indirect relationships among the related variables. In the analyzes, voluntary simplicity behaviors were evaluated in three dimensions as common simplicity behavior, conscious buying behavior and conscious product usage, and the effects of these variables on life satisfaction and affecting sustainable consumer behavior were revealed. In addition, negative motivations for earning money, level of materialism, perceived consumer effectiveness and environmentalist behaviors are important determinants of sustainable behavior and life satisfaction