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Attitudes of Voluntary Simplifier University Students in Hungary

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  • Nikolett Balsa-Budai

    (Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary)

  • Marietta Kiss

    (Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary)

  • Bence Kovács

    (Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary)

  • Zoltán Szakály

    (Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary)

Abstract

The Lifestyle of Voluntary Simplicity (LOVOS) segment is composed of consumers who attempt to achieve sustainable consumption. The segment has been examined by only a few research studies so far, and none of them were conducted among Hungarian consumers. Therefore, the aim of our exploratory research is to examine the occurrence of the LOVOS consumer group among university students from Debrecen, Hungary. To achieve our aim, we first identified the five main value groups of the LOVOS lifestyle with an expert focus group interview. Based on the interview, a questionnaire survey was conducted among university students from Debrecen (N = 500). Based on the results, four value-based segments were identified, of which the Voluntary simplifiers’ cluster (39.6% of respondents) reflected the characteristics of the LOVOS lifestyle to the greatest extent. Based on the literature, it seemed necessary to segment this group further in terms of their commitment to individual values. As a result, three further clusters were created, of which, the Holistic simplifiers’ group (9.8% of respondents) showed the greatest commitment to the values of the LOVOS lifestyle. We concluded that the characteristics of voluntary simplifiers have already appeared among university students from Debrecen, but further research is needed to reveal the value orientation of the whole of Hungarian society.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:6:p:1802-:d:217068
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    References listed on IDEAS

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    1. Zoltán Szakály & József Popp & Enikő Kontor & Sándor Kovács & Károly Pető & Helga Jasák, 2017. "Attitudes of the Lifestyle of Health and Sustainability Segment in Hungary," Sustainability, MDPI, vol. 9(10), pages 1-16, September.
    2. Gabor Harangozo & Maria Csutora & Tamas Kocsis, 2018. "How big is big enough? Toward a sustainable future by examining alternatives to the conventional economic growth paradigm," Sustainable Development, John Wiley & Sons, Ltd., vol. 26(2), pages 172-181, March.
    3. Stacey A. Rich & Sharon Hanna & Bradley J. Wright, 2017. "Simply Satisfied: The Role of Psychological Need Satisfaction in the Life Satisfaction of Voluntary Simplifiers," Journal of Happiness Studies, Springer, vol. 18(1), pages 89-105, February.
    4. 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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    1. Hanri Taljaard & Nadine Sonnenberg, 2019. "Basic Psychological Needs and Self-Determined Motivation as Drivers of Voluntary Simplistic Clothing Consumption Practices in South Africa," Sustainability, MDPI, vol. 11(13), pages 1-17, July.
    2. Marco Eimermann & Urban Lindgren & Linda Lundmark, 2021. "Nuancing Holistic Simplicity in Sweden: A Statistical Exploration of Consumption, Age and Gender," Sustainability, MDPI, vol. 13(15), pages 1-16, July.

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