57. Adopting Voluntary Simplicity: A Netnographic Study

Soares, A. M., Rebouças, R., & Heath, T. P. (2025). Adopting Voluntary Simplicity: A Netnographic Study. International Journal of Consumer Studies, 49(1). https://doi.org/10.1111/ijcs.70025This study investigates the early adoption of Voluntary Simplicity (VS), a lifestyle defined by frugality, reduced consumption, and the pursuit of non-material fulfillment. Using a netnographic approach, it analyzed over 21,000 comments from the Reddit community r/simpleliving to explore motivations, practices, and consumer decision-making processes. The findings highlight that VS is interpreted flexibly by individuals, who prioritize removing what does not add value rather than pursuing extreme minimalism. Motivations include reclaiming time for meaningful activities, achieving balance and well-being through moderation and financial security, and redefining identity beyond consumerism. Practices linked to VS include material and digital decluttering, adjusting work arrangements, developing mindful routines, embracing hobbies, adopting healthier eating habits, simplifying wardrobes, rethinking gift-giving, and incorporating physical activity. Consumer decisions reflect deliberate, rational purchasing focused on durability and sustainability, alongside efforts to extend product lifecycles and reduce waste. Overall, VS enables diverse, personal pathways to purposeful living while fostering sustainable consumption patterns.