Towards sustainable consumption behaviour through voluntary simplicity: a value mapping orientation

As an integral component of achieving sustainable consumption across societies at large, sustainable consumption behaviour has been found to play an important role. Values are an integral component of any behaviour, however, in this respect, not much exploration has been undertaken in the context of sustainable consumption behaviour. Voluntary simplicity is a value-based lifestyle orientation, which emphasises on consumption reduction as a core principle. In the context of value mechanisms, several studies have demonstrated similar attribution characteristics for both the above constructs. However, a comprehensive review of the shared commonality across these two constructs and their intrinsic value to behavioural links has not been undertaken. This study addresses this gap by conducting a value to behaviour mapping exercise of voluntary simplicity values towards sustainable consumption behaviour. The results confirm their relative attribution towards certain traits considered inherent to both the constructs. The review further pinpoints the exact attribution characteristic for each of the VS value dimensions towards this behaviour. This study also contributes to consumption literature by adding a new perspective towards addressing the individual and societal value mechanisms required to adopt sustainable consumption behaviour.