Rediscovering life through minimalism: a qualitative perspective of millennials using MCDM approach

Consumption is now a major contributor to environmental degradation and consumer activity. It is responsible for up to 60% of greenhouse gas emissions. Excessive consumerism has put a question mark on sustainability, therefore, a new consumption lifestyle is mandated. Minimalism is a prominent low-consumption lifestyle in which people intentionally live with fewer belongings. Its proponents believe that the lifestyle provides a slew of well-being benefits, including happiness, life satisfaction, meaning, and improved personal relationships. The current study aims to identify and prioritise the enablers of minimalism. The interpretive structural modelling (ISM) approach has been used to prioritise the enablers of minimalism. A total of 16 enablers were finalised based on literature and experts' consultation. The analysis revealed that sustainability orientation, innovation and reducing inessentials are the most important enablers for minimalism. The findings of the study have implications for the environment and society. The findings will aid policymakers and marketers to encourage a minimalist lifestyle among millennials. Further, the adoption of minimalism will lead to a saving of valuable resources, improvement in environment and wellbeing of millennials.