Voluntary simplicity: a content analysis of consumer comments

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dc.authoridTosun, Petek/0000-0002-9228-8907
dc.authorwosidTosun, Petek/AAM-9761-2021
dc.contributor.authorTosun, Petek
dc.contributor.authorSezgin, Selime
dc.date.accessioned2024-07-18T20:47:15Z
dc.date.available2024-07-18T20:47:15Z
dc.date.issued2021
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractPurpose - The voluntary simplification (VS) movement has stemmed from Western societies and gained momentum in the 1980s, but the trend has failed to become a primary perspective for most consumers. The accompanying concepts of conscious consumption, minimalism and accepting that sometimes less is more are still vivid in the digital era. The purpose of this study is to provide a deep and recent understanding of the consumer comments about minimalism in Turkey and examine their associations with the prominent themes in the VS literature. Design/methodology/approach - Consumer comments posted on online platforms were analyzed by content analysis and word frequency analysis. Findings - Consumer comments were in parallel to the themes in the VS literature and were classified under personal growth, material simplicity, sustainability, proper technology usage and self-sufficiency categories. Personal growth, material simplicity and sustainability were the first three dimensions mentioned. The prominent sub-themes that emerge from data were psychological well-being, inner peace, freedom, meaningful experiences and getting rid of belongings. A word frequency analysis pointed out that life and owning were the evident words in the personal growth category, purchasing things were mostly mentioned in the material simplicity category and plastic litter and excessive consumption were the prominent concerns in the sustainability category. Originality/value - VS required further research in different national contexts. Besides, an analysis of the dimensions of VS was needed. This study contributes by providing recent and rich findings from a developing country, connecting them with the VS themes in the literature and suggesting a conceptual framework enriched by sub-themes that emerged from data.en_US
dc.identifier.doi10.1108/JCM-04-2020-3749
dc.identifier.endpage494en_US
dc.identifier.issn0736-3761
dc.identifier.issn2052-1200
dc.identifier.issue5en_US
dc.identifier.scopus2-s2.0-85107727895en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage484en_US
dc.identifier.urihttps://doi.org/10.1108/JCM-04-2020-3749
dc.identifier.urihttps://hdl.handle.net/11411/7748
dc.identifier.volume38en_US
dc.identifier.wosWOS:000661430600001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofJournal of Consumer Marketingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMarketingen_US
dc.subjectConsumer Behavioren_US
dc.subjectContent Analysisen_US
dc.subjectTurkeyen_US
dc.subjectSimplicityen_US
dc.subjectVoluntary Simplificationen_US
dc.subjectConsumptionen_US
dc.subjectSustainabilityen_US
dc.subjectExplorationen_US
dc.subjectAgreementen_US
dc.titleVoluntary simplicity: a content analysis of consumer commentsen_US
dc.typeArticleen_US

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