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Understanding Voluntary Simplifiers in Bulgaria

Author

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  • 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
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    References listed on IDEAS

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    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.
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    Keywords

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    JEL classification:

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

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