Minimalism and Satisfaction with Collaborative Consumption and Life: The Moderating Role of Corporate Service Sincerity

While previous studies have established the positive effects of minimalism on well-being, the issue of how minimalism shapes satisfaction within specific consumption contexts remains underexplored. This study investigates the relationships among minimalism, satisfaction with collaborative consumption (CC), and life satisfaction, examining the moderating role of corporate service sincerity. Drawing on goal satisfaction theory, we conceptualize minimalism as an intrinsic goal orientation that drives psychological fulfillment through value-congruent consumption. Survey data from 430 Japanese consumers with recent CC experience were analyzed using the SPSS PROCESS macro. Results indicate that minimalism positively predicts both satisfaction with CC and life satisfaction, and that these effects are amplified when the CC service is perceived as sincere. However, contrary to theoretical expectations, satisfaction with CC was negatively associated with life satisfaction, suggesting that domain-specific satisfaction in access-based consumption may not spill over to global well-being under certain conditions. We propose that this paradox reflects a boundary condition of goal satisfaction theory: when CC participation is constraint-driven rather than autonomously chosen, satisfaction may coexist with unfulfilled ownership aspirations. These findings advance the minimalist consumption literature by specifying mechanisms linking lifestyle values to consumption outcomes and offer practical guidance for sharing economy platforms seeking to engage value-driven consumers through authentic brand communication.