The Adoption of Ethical Consumption Practices by Voluntary Simplifiers : Exploring Motivations and Obstacles

The current literature (Cherrier 2002; Elgin 1998; Etzioni 2004; Zavestovski 2002) states voluntary simplifiers as a group of consumers and considers that the differentiation among individuals who simplify their consumption (also considering downshifters and holistic simplifiers) concerns only with reduction on consumption levels. Thus, there is a gap in research concerning the motivations of voluntary simplifiers in regard to their values, attitudes and beliefs, impacting their consumption behaviours, namely in regard of specific ethical consumer practices, based on animal welfare, human rights, environmental sustainability and corporate responsibility. Thus, the main questions that will be addressed are: What are the forces which motivate the adoption of ethical consumption practices by voluntary simplifiers? And what are the main obstacles encounter while an individual adopts this new lifestyle? What can be done by governments and companies to promote this adoption?