IDEAS home Printed from https://ideas.repec.org/a/aes/icmbdj/v1y2017i1p90-96.html
   My bibliography  Save this article

Understanding Voluntary Simplifiers in Bulgaria

Author

Listed:
  • Vanya Kraleva

    (University of Economics - Varna)

Abstract

The notion of voluntary simplicity reflecting the rejection of growing consumerism and materialism of our society and the orientation towards personal growth, ecological awareness and material simplicity instead gains more and more popularity in scientific literature. Even though in developed economies the first manifestations of this lifestyle date back to the 70s of the last decay, it is quite new to consumers in catching up countries like Bulgaria. The different economic and cultural background of these markets is a prerequisite for diverse motivational and behavioral models. Through qualitative research the current article examines the grounds for the adoption of voluntary simplicity values in Bulgaria and studies the changes in consumer behavior. The results from this study reveal important insights for marketers targeting this growing segment.

Suggested Citation

  • Vanya Kraleva, 2017. "Understanding Voluntary Simplifiers in Bulgaria," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 90-96, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2017:i:1:p:90-96
    as

    Download full text from publisher

    File URL: http://www.mbd.ase.ro/RePEc/aes/icmbdj/2017/ICMBD_V1_2017_19.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Barbara Seegebarth & Mathias Peyer & Ingo Balderjahn & Klaus-Peter Wiedmann, 2016. "The Sustainability Roots of Anticonsumption Lifestyles and Initial Insights Regarding Their Effects on Consumers' Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 68-99, March.
    2. Peyer, Mathias & Balderjahn, Ingo & Seegebarth, Barbara & Klemm, Alexandra, 2017. "The role of sustainability in profiling voluntary simplifiers," Journal of Business Research, Elsevier, vol. 70(C), pages 37-43.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Balderjahn, Ingo & Peyer, Mathias & Seegebarth, Barbara & Wiedmann, Klaus-Peter & Weber, Anja, 2018. "The many faces of sustainability-conscious consumers: A category-independent typology," Journal of Business Research, Elsevier, vol. 91(C), pages 83-93.
    2. Florence Ziesemer & Alexandra Hüttel & Ingo Balderjahn, 2019. "Pioneers’ Insights into Governing Social Innovation for Sustainable Anti-Consumption," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    3. Hüttel, Alexandra & Balderjahn, Ingo & Hoffmann, Stefan, 2020. "Welfare Beyond Consumption: The Benefits of Having Less," Ecological Economics, Elsevier, vol. 176(C).
    4. Pangarkar, Aniruddha & Shukla, Paurav & Taylor, Charles R. “Ray”, 2021. "Minimalism in consumption: A typology and brand engagement strategies," Journal of Business Research, Elsevier, vol. 127(C), pages 167-178.
    5. Alexandra Hüttel & Ingo Balderjahn, 2022. "The coronavirus pandemic: A window of opportunity for sustainable consumption or a time of turning away?," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 68-96, March.
    6. F. Ziesemer & A. Hüttel & I. Balderjahn, 2021. "Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption," Journal of Consumer Policy, Springer, vol. 44(3), pages 427-453, September.
    7. Ingo Balderjahn & Dennis Appenfeller, 2023. "A Social Marketing Approach to Voluntary Simplicity: Communicating to Consume Less," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    8. Alpaslan Kelleci & Oğuz Yıldız, 2021. "A Guiding Framework for Levels of Sustainability in Marketing," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    9. Anna Lewandowska & Joanna Witczak & Pasquale Giungato & Christian Dierks & Przemyslaw Kurczewski & Katarzyna Pawlak-Lemanska, 2018. "Inclusion of Life Cycle Thinking in a Sustainability-Oriented Consumer’s Typology: A Proposed Methodology and an Assessment Tool," Sustainability, MDPI, vol. 10(6), pages 1-19, June.
    10. Tan, Teck Ming & Makkonen, Hannu & Kaur, Puneet & Salo, Jari, 2022. "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    11. Jessica Osikominu & Nancy Bocken, 2020. "A Voluntary Simplicity Lifestyle: Values, Adoption, Practices and Effects," Sustainability, MDPI, vol. 12(5), pages 1-30, March.
    12. Nikolett Balsa-Budai & Marietta Kiss & Bence Kovács & Zoltán Szakály, 2019. "Attitudes of Voluntary Simplifier University Students in Hungary," Sustainability, MDPI, vol. 11(6), pages 1-15, March.
    13. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.
    14. E. Chéron & L. Sudbury-Riley & F. Kohlbacher, 2022. "In Pursuit of Happiness: Disentangling Sustainable Consumption, Consumer Alienation, and Social Desirability," Journal of Consumer Policy, Springer, vol. 45(2), pages 149-173, June.
    15. Agnieszka Bitkowska & Joanna Moczydłowska & Krystyna Leszczewska & Karol Karasiewicz & Joanna Sadkowska & Beata Żelazko, 2022. "Young Consumers’ Perceptions of Family Firms and Their Purchase Intentions—The Polish Experience," Sustainability, MDPI, vol. 14(21), pages 1-19, October.
    16. Peyer, Mathias & Balderjahn, Ingo & Seegebarth, Barbara & Klemm, Alexandra, 2017. "The role of sustainability in profiling voluntary simplifiers," Journal of Business Research, Elsevier, vol. 70(C), pages 37-43.
    17. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    18. Jancsik, András & Michalkó, Gábor & Csernyik, Márta, 2018. "Megosztás megosztottság nélkül - az Airbnb és a budapesti szálláshelypiac átalakulása [Shared but not divided: Airbnb and transformation of the accommodation market in Budapest]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(3), pages 259-286.
    19. Milanova, Veselina & Maas, Peter, 2017. "Sharing intangibles: Uncovering individual motives for engagement in a sharing service setting," Journal of Business Research, Elsevier, vol. 75(C), pages 159-171.
    20. Ingo Balderjahn & Michael S.W. Lee & Barbara Seegebarth & Mathias Peyer, 2020. "A Sustainable Pathway to Consumer Wellbeing. The Role of Anticonsumption and Consumer Empowerment," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 456-488, June.

    More about this item

    Keywords

    Voluntary simplicity; consumer behavior; anti-consumerism.;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:icmbdj:v:1:y:2017:i:1:p:90-96. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.