Prof. Charles Taylor (Villanova University)
Date: May 10th, 2023
Time: 06:30 - 08:00 pm
Location: Kaulbachstr. 45, Room E006
Title: Exploring the Global Phenomenon of Minimalistic Consumption: A Typology of Minimalistic Consumers
Abstract:
The phenomenon of minimalistic consumption has gained momentum across the globe. Minimalism focuses on simplification but takes different forms as it can be driven by differing motives. These motives include reducing consumption levels through decluttering, practicing sustainability that helps preserve the environment and/or utilizing finances sagaciously to prepare for unexpected life events. Surprisingly, little empirical evidence exists that can help marketers develop and implement strategies aimed at minimalistic consumers. A recent article published by Pangarkar, Shukla and Taylor in Journal of Business Research suggests that there are four distinct types of minimalism: (a) voluntary simplicity, (b) reduced consumption, (c) anti consumption and (d) inconspicuous minimalism. In addition, this presentation details a multi-method approach using a qualitative study as well as six empirical studies that establish and validate a scale that reflects varied types of minimalism. The resulting scale is designed to provide researchers and practitioners with the ability to measure minimalistic consumption in a more nuanced way, thereby providing a deeper understanding of minimalism and how marketers can appeal to minimalistic consumers.