When Less Is More: Understanding the Adoption of a Minimalist Lifestyle Using the Theory of Planned Behavior

Minimalism is a promising approach that supports consumers’ shift towards sustainable behaviors, with the perks of increasing emotional well-being. To understand which socio-psychological factors and intrinsic values determine the adoption of a minimalist lifestyle, we employ an extended framework of the theory of planned behavior to investigate the drivers behind the adoption intention. We test, through a partial least squares path modelling analysis, a structural model that depicts: (i) the influences of value orientations (altruistic, bioshperic, and egoistic) on attitudes; and (ii) the influence of attitudes, subjective norms, and perceived behavioral control on intention. The results indicate positive effects for all examined relationships, with effect sizes highlighting that attitudes and altruistic values should be prioritized in practical interventions that support a sustainable behavior. Surprisingly, we find a positive effect also for egoistic values, suggestive of the need for future cross-cultural research on minimalism and sustainability in Central and Eastern Europe