Voluntary Simplicity and Consumption. The effect of non-consumer lifestyle on purchase decision-making
Ovchinnikov, Alexander (2017)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201801061099
https://urn.fi/URN:NBN:fi:amk-201801061099
Tiivistelmä
The background of the thesis relies upon omnipresence of consumer environment. This means that modern society is inseparable from businesses, therefore marketing research constantly expands its understanding of consumers. This study intends to set a starting point of understanding a non-materialist lifestyle in terms of consumer behaviour. Thus, it assumes that even those who oppose themselves to consumerism are, nevertheless, exist within the consumer environment.
Thesis explores the effect of non-material values on consumer decision-making process. The exploration considers voluntary simplicity movement that promotes these values most prominently. Hereby, is the oxymoron of the study, which is expressed in contradictory nature of the research, as it explores the non-materialist lifestyle with a materialist purpose, which lies in the very essence of the marketing concept. Theoretical part of the paper firstly observes decision-making and lifestyles in terms of consumer behaviour studies. Secondly it describes the phenomenon of voluntary simplicity to provide a clear representation of non-materialist values and lifestyle in general. Voluntary simplicity ideology was chosen because of its most obvious resistance to materialism.
Qualitative data were collected using the method of semi-structured internet mediated interviewing. Results demonstrated that non-materialist lifestyle is of significant effect on consumer decision-making pattern, as occurs in the context of voluntary simplicity. Conclusions of the study suggest how marketing and branding can adjust to non- materialism and precisely – to decision-making process of consumers whose lifestyle is negatively predisposed to consumption.
Thesis explores the effect of non-material values on consumer decision-making process. The exploration considers voluntary simplicity movement that promotes these values most prominently. Hereby, is the oxymoron of the study, which is expressed in contradictory nature of the research, as it explores the non-materialist lifestyle with a materialist purpose, which lies in the very essence of the marketing concept. Theoretical part of the paper firstly observes decision-making and lifestyles in terms of consumer behaviour studies. Secondly it describes the phenomenon of voluntary simplicity to provide a clear representation of non-materialist values and lifestyle in general. Voluntary simplicity ideology was chosen because of its most obvious resistance to materialism.
Qualitative data were collected using the method of semi-structured internet mediated interviewing. Results demonstrated that non-materialist lifestyle is of significant effect on consumer decision-making pattern, as occurs in the context of voluntary simplicity. Conclusions of the study suggest how marketing and branding can adjust to non- materialism and precisely – to decision-making process of consumers whose lifestyle is negatively predisposed to consumption.