Factors affecting to minimalistic consumption behavior of the consumers in Ho ChiMinh City
Main Article Content
Abstract
The main purpose of this research is to examine factors affecting to minimalistic consumption behavior, one of the trends in consumer behavior that has been gradually increasing and becoming popular. The theoritical model was evaluated through a data set basing on a survey of 252 consumers in Ho Chi Minh city. The techniques of data analysis include reliability testing of the scale by Cronbach's Alpha coefficient, exploratory factor analysis (EFA) and multiple linear regression to test the hypotheses. The results show that four factors have positively impact the minimalistic consumption behavior from the biggest effect to the smallest one, including: self-determination, subjective norms, mindfully curated consumption and sparse aesthetic. From the results, this research proposed some implications for enterprises to plan appropriate marketing strategies.
Article Details
Keywords
Minimalism, Minimalistic consumption, Voluntary simplicity
References
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Wilson, A. V., & Bellezza, S. (2021). Consumer minimalism. Journal of Consumer Research, 48(5), 796-816. https://doi.org/10.1093/jcr/ucab038.
Anguiano, G. (2020). Minimalism: a study of motivation and the effects on consumer behavior and attitudes. Bachelor's thesis, University of Arizona, Tucson, USA, http://hdl.handle.net/10150/650908
Chen, S., Wei, H., Xiong, J., & Ran, Y. (2021). Less is more: A theoretical interpretation of minimalism in consumption. Psychological Science, 29(11), 2043-2061. Doi: 10.3724/SP.J.1042.2021.02043
Etzioni (1998). Voluntary simplicity: Characterization, select psychological implications, and societal consequences. Journal of Economic Psychology, 19(5), 619-643.
Euromonitor International (2019). Global Consumer Types: Minimalist Seeker. https://www.euromonitor.com/article/global-consumer-types-minimalist-seeker
Euromonitor International (2021). Consumer Types: Who They Are and How They Live. https://moodle2.units.it/pluginfile.php/345027/mod_resource/content/1/ConsumerTypesWebinar2020_segments%20and%20COVIS%2019%20impact.pdf
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. MA: Addison-Wesley.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.
Hausen, J. E. (2019). Minimalist life orientations as a dialogical tool for happiness. British Journal of Guidance & Counselling, 47(2), 168–179. https://doi.org/10.1080/03069885.2018.1523364
Hoàng Trọng & Chu Nguyễn Mộng Ngọc (2008). Phân tích dữ liệu nghiên cứu với SPSS. TPHCM: NXB Hồng Đức.
Hofstede, G. H. (Ed.). (2012). The game of budget control. Routledge.
Huang, Z., Jing, Y., Yu, F., Gu, R., Zhou, X., Zhang J., & Cai, H. (2018). Increasing individualism and decreasing collectivism? Cultural and psychological change around the globe. Advances in Psychological Science, 26(11), 2068-2080.
Huneke, M. E. (2005). The face of the un-consumer: Anempirical examination of the practice of voluntary simplicity in the United States. Psychology & Marketing, 22(7), 527-550. Doi: 10.1002/mar.20072
Hüttel, A., Balderjahn, I. & Hoffmann, S. (2020). Welfare Beyond Consumption: The Benefits of Having Less. Ecological Economics, 176(2020), 1-13. Doi: 10.1016/j.ecolecon.2020.106719
Janning, M. (2019). Deep Stuff: A Sociologist Sorts through the Marie Kondo Phenomenon. Retrieved from https://tinyurl.com/sv6un3m3.
Joshua, B. (2018). The Minimalist Home: A Room-by-Room Guide to a Decluttered, Refocused Life. New York: Waterbrook.
Lloyd, K., & Pennington, W. (2020). Towards a theory of minimalism and wellbeing. International Journal of Applied Positive Psychology, 5, 121-136. Doi: 10.1007/s41042-020-00030-y
Mathras, D. & Hayes K. (2019). Consumer Minimalism As Identity Curation Process. Advances in Consumer Research, 47, 768-769. http://www.acrwebsite.org/volumes/2551923/volumes/v47/NA-47.
Millburn, J. F., & F Nicodemus, R. (2015). Minimalism: Live a Meaningful Life. Missoula, Montana: Asymmetrical Press.
McGouran, C., & Prothero, A. (2016). Enacted voluntary simplicity – exploring the consequences of requesting consumers to intentionally consume less. European Journal of Marketing, 50(1/2), 189-212. Doi: 10.1108%2fEJM-09-2013-0521
Kang, J., Martinez, C.M., & Johnson, C. (2021). Minimalism as a sustainable lifestyle: Its behavioral representations and contributions to emotional well-being. Sustainable Production and Consumption, 27(July 2021), 802-813. https://doi.org/10.1016/j.spc.2021.02.001
Nepomuceno, M. V., & Laroche, M. (2017). When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation. Journal of Business Ethics, 143(3), 467–483. Doi: 10.1007/s10551-015-2 792-0
Olivia, T. (2018). Minimalist: A Minimalist Guide To Do More With Less To Simplify Your Life. CA: Createspace Independent Pub.
Rich, S. A., Hanna, S., Wright, B. J., & Bennett, P. C. (2017). Fact or fable: Increased wellbeing in voluntary simplicity. International Journal of Wellbeing, 7(2), 64-77. Doi: https://doi.org/10.5502/ijw.v7i2.589
Ryan, R. M., & Deci, E. L. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford publications.
Skowrońska, M. (2013). Minimalizm i chomikowanie: jak radzić sobie z nadmiarem przedmiotów. Kultura Współczesna, 1(2013), 89-104.
Schwartz, S. H. (1994). Are there universal aspects in the content and structure of values? Journal of Social Issues, 50, 19-45. http://dx.doi.org/10.1111/j.1540- 4560.1994.tb01196.x.
Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values. Online Readings in Psychology and Culture, 2(1), 1-20. https://doi.org/10.9707/2307-0919.1116
Wilson, A. V., & Bellezza, S. (2021). Consumer minimalism. Journal of Consumer Research, 48(5), 796-816. https://doi.org/10.1093/jcr/ucab038.
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