Unlocking the power of less: From psychological insights to marketing implications

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INTRODUCTION

Overview

Chapter 1 introduces the emerging phenomenon of consumer minimalism, providing an overview of the research background, research problems, research gaps, research objectives, and research questions This chapter highlights the growing importance of minimalism as a consumer lifestyle and its importance to foster well-being and sustainability (Section 1.2) The chapter identifies two main research gaps: 1) the psychological goal of minimalistic consumption, and 2) how marketers react to consumers who incorporate minimalism into their values through marketing communication Section 1.2.1 elaborates on research gap 1, presenting a narrative that explains the reasons for this gap based on a review of existing literature and what scholars have done to understand the psychology of consumer minimalists From this research gap, the author derives the research objectives and 03 research questions for Essay 1 Similarly, Section 1.2.2 clarifies research gap 2, offering a narrative that explains the reasons for this gap based on a literature review and the findings from Essay

This article introduces two research questions and a conceptual model for Essay 2, detailing the research methods, scope, and contributions of the dissertation The study aims to enhance the understanding of consumer minimalism psychology and offer brands strategies to engage with this emerging consumer segment, thereby fostering well-being and sustainability Additionally, Table 1.1 summarizes the dissertation, highlighting two research gaps, five specific research objectives, five related research questions, and the research methodology and design utilized.

Research problems, research gaps, research objectives, and research questions .2 1 The psychological insights of consumer minimalism

Materialism, characterized by excessive consumption, has led to severe global issues such as biodiversity loss, water stress, and increased greenhouse gas emissions (UNEP, 2020) With humanity's resource consumption at an all-time high (Almond, Grooten, & Peterson, 2020), the Sustainable Development Goals (SDGs) are jeopardized It is crucial to move away from materialism as a dominant force in society However, this shift does not eliminate the necessity for consumption; rather, it calls for the adoption of new consumption habits that align with the SDGs and promote overall sustainability.

Minimalism, as a new form of consumption, emphasizes mindful acquisition and ownership of a few curated possessions, promoting a sparse aesthetic (Wilson & Bellezza, 2022) Minimalist consumers prioritize sustainability and are concerned about their environmental and societal impact By significantly reducing material belongings and resisting the urge to accumulate more, individuals can adopt sustainable consumption practices that challenge the consumerism-driven production system This approach is linked to the pursuit of environmental and ecological justice, addressing issues of excessive consumption and waste within the capitalist framework (García-de-Frutos, Ortega-Egea, & Martínez-del-Río, 2018; Iyer & Muncy, 2009; Martin-Woodhead, 2022; Meissner, 2019) While materialism has been extensively studied, the concept of minimalism is gaining increasing attention in research.

In recent years, minimalism has evolved from an art movement into a popular lifestyle choice embraced by many consumers, particularly following the 2008 financial crisis This shift has sparked cultural narratives that critique excessive consumption and advocate for a simpler way of living The COVID-19 pandemic has further accelerated this trend, as individuals learned to thrive with fewer possessions amid economic uncertainties The pandemic also led to reduced consumption patterns, resulting in cleaner environments and a temporary reprieve for wildlife, highlighting the benefits of a minimalist approach.

Minimalist expressions such as "Dan-sha-ri," "Less is more," and "Slow lifestyle" are increasingly prevalent in social media discussions, reflecting a global shift towards minimalism as a consumption movement (Chen & Liu, 2023; Pangarkar, Shukla, & Charles, 2021) According to McKinsey (2021), consumers are now favoring fewer purchases and more environmentally conscious choices This trend signifies a growing awareness among young people, who are moving away from materialism towards a minimalist lifestyle (Rathour & Mankame, 2021) Euromonitor 2023 reports that Minimalist Seekers make up over 18% of the global population, underscoring the significance of decluttering as a core practice of minimalism (Rude, 2023).

Leading media outlets like Forbes, The New York Times, and Time magazine have inspired a global shift towards minimalist living, particularly among millennials who are embracing downsizing and donating possessions (Sabanoglu, 2022; Solomon, 2018; Weinswig, 2016) Major brands such as Muji, Patagonia, and COS have adopted minimalism in their marketing strategies, emphasizing simplicity and quality in their products For instance, MUJI promotes its philosophy of "simple, minimal, and high quality," while Patagonia’s “Don't buy this jacket” campaign encourages conscious consumerism, and COS focuses on timeless, high-quality design.

Minimalism is a growing lifestyle trend in industrialized nations, significantly shaping consumer behavior In Vietnam, however, minimalism is still in its early stages, and the concept remains largely unfamiliar and poorly researched A recent study by Chung (2023) identified four key factors influencing minimalist behavior among consumers in Ho Chi Minh City: Self-determination, Subjective norms, Cautious consumption, and Perception of minimalist aesthetics, ranked from highest to lowest impact.

(2023) conducted a systematic review of minimalism and proposed a research direction aimed at sustainability

The rising global trend of consumer minimalism highlights the need for a deeper understanding of the psychological factors driving this movement and how brands adapt to meet the preferences of minimalist consumers Despite its significance, existing literature reveals a gap in comprehensive research on these topics Therefore, my dissertation aims to thoroughly explore these issues, providing detailed insights into consumer minimalism and brand responses.

This dissertation addresses a significant research gap by exploring the psychological insights and motivations behind consumer minimalism, a concept that has gained attention in recent academic discourse, particularly in relation to sustainability and anti-consumption behaviors While extensive studies on materialism exist, the literature on minimalism lacks a comprehensive understanding of the factors influencing the adoption of minimalist lifestyles By investigating these underlying psychological mechanisms, this dissertation contributes to the expansion of knowledge in the emerging field of minimalism.

The rising trend of minimalism, especially among millennials in industrialized nations, presents crucial opportunities for businesses to adapt their strategies As consumers increasingly prioritize minimalist values and seek products that resonate with their consumption habits, brands must evolve to effectively engage this market segment Despite the growing interest, there is limited research on how to leverage the minimalist movement, creating a knowledge gap that challenges businesses in catering to minimalist consumers This dissertation addresses this gap by offering insights and recommendations for integrating minimalism into branding, marketing, and product development, ultimately helping brands connect with and meet the needs of minimalist consumers.

Minimalism is increasingly popular as a lifestyle trend worldwide, yet it remains an emerging and somewhat unclear concept in countries like Vietnam This presents a unique opportunity to explore how minimalism develops within a distinct cultural and economic framework, particularly in light of Vietnam's rapid economic growth and rising consumerism in recent decades (World Bank, 2022) Investigating the rise of minimalism in this transitional context can provide insights into the evolving values and consumption patterns in Vietnam Despite the limited research on this topic, such as studies by Dư Thị Chung (2023) and Tuyet, Thanh, and Thai, further exploration is warranted to understand minimalism's impact in the region.

The 2023 dissertation emphasizes the necessity for deeper exploration into the unique factors that drive minimalist behavior within the cultural context of Vietnam, aiming to enhance understanding of consumer minimalism in emerging markets By filling this contextual gap, the research offers critical insights for businesses and policymakers focused on fostering sustainable consumption practices Additionally, the findings will contribute to a broader understanding of minimalism's universal and culturally specific aspects, facilitating cross-cultural comparisons that highlight similarities and differences in minimalist trends between emerging and developed markets This comparative analysis enriches the global discourse on minimalism, offering valuable perspectives for future research.

This dissertation seeks to fill theoretical, practical, and contextual gaps in consumer minimalism by exploring the psychological motivations behind minimalist behavior, identifying effective brand responses to minimalist consumers, and analyzing the distinct factors that shape minimalism in Vietnam By tackling these unresolved issues, the research aims to enhance the understanding of minimalism and offer actionable insights for businesses and policymakers to navigate the evolving consumer behavior landscape.

1.2.1 The psychological insights of consumer minimalism

Minimalism is a lifestyle philosophy that emphasizes simplicity, reduced material possessions, and the pursuit of happiness and inner peace (Becker, 2018; Millburn & Nicodemus, 2015; Shoji, 2017) It is also seen as a value system that encourages responsible consumption and mindful purchasing, aligning with sustainability principles (Kotler et al., 2021; Zalewska & Cobel-Tokarska, 2016) Additionally, minimalism functions as a social movement that promotes individual development through conscious consumption practices, focusing on personal growth and self-actualization (Dopierała, 2017; Rodriguez, 2018; Uggla, 2019) Despite its benefits, minimalism remains a niche lifestyle, not widely accepted by mainstream society, which often prioritizes consumption over simplification (McGouran & Prothero, 2016).

In 2022, the concept of "Consumer minimalism" emerged, defined as a value system that promotes the intentional acquisition and ownership of a limited number of possessions, emphasizing a minimalist aesthetic This perspective underscores the consumer dimension of minimalism, advocating for mindful consumption that aligns with minimalist principles Researchers have examined minimalism from diverse viewpoints, considering it not only as a lifestyle philosophy but also as a guiding value system for consumption practices, and in some instances, as a social movement aimed at personal growth.

Consumer minimalism, as defined by Wilson and Bellezza (2022), focuses on the intentional and thoughtful acquisition and ownership of possessions This concept encompasses three key dimensions: mindful acquisition, ownership of a limited number of curated items, and sparse aesthetics Research by Shafqat, Ishaq, and Ahmed (2023) explored the first two dimensions, highlighting the importance of mindful acquisition and the value of owning a select few items Following this, Ton, Smith, and Sevilla (2024) examined the third dimension, sparse aesthetics, thereby enriching the overall understanding of consumer minimalism.

Scope of the research

Research in the Vietnamese market, particularly in Essay 1 and Studies 1a, 2a, and 3 of Essay 2, highlights significant opportunities for exploring minimalist consumption The retail sector in Vietnam is on an upward trajectory, projected to grow from USD 246.65 billion in 2023 to USD 435.59 billion by 2028, with a compound annual growth rate (CAGR) of 12.05% (Vietnam Retail Market Report, 2023) The adoption of minimalist lifestyles and consumption behaviors has gained traction in Vietnam, reflecting a global trend (Chung, 2023) In response, retailers are increasingly embracing minimalism, integrating its principles into their store designs, product offerings, and marketing strategies Notable examples include minimalist stores that focus on organic products, food and beverages, and beauty items, showcasing a commitment to simplicity and quality (Dao, 2023).

Vietnam is emerging as a significant player in Asia's economy, often referred to as a new dragon due to its promising development prospects (Ngo & O'Cass, 2009) The World Bank (2022) highlights the dynamic nature of countries like Vietnam, which is expected to contribute to one-third of global GDP and over a quarter of consumer spending by 2040 (PwC Vietnam, 2023) Additionally, minimalist lifestyles are becoming increasingly popular among the youth in Vietnam.

A recent PwC Vietnam survey reveals that 62% of Vietnamese consumers plan to reduce non-essential spending, particularly on luxury items, travel, and electronics (Vietnam, 2023) Reflecting traditional values of simplicity and frugality, the trend of minimalistic consumption is gaining traction, especially among younger generations who prioritize experiences over material goods (Ezbuy, 2024) Economic uncertainties and rising living costs have shifted consumer focus towards essential products and services (Kantar, 2024) While Vietnamese consumers are inclined towards minimalism, they are still willing to spend if they perceive value in health, experiences, and convenience (Kantar, 2024) Notably, 67% of consumers prefer products with green labels or sustainable certifications, indicating a strong demand for sustainability and transparency in business practices (Ezbuy, 2024).

Study 1b and Study 2b of Essay 2 focus on UK consumers via the Prolific platform to enhance the generalizability of the findings The UK, a key developed economy in Europe, has seen a rising interest in minimalist and sustainable lifestyles, reflected in its substantial retail market valued over £400 billion (Sabanoglu, 2022) This market encompasses a variety of retail formats, including brick-and-mortar stores, shopping malls, and online commerce As consumer demand for minimalist and eco-friendly products grows across sectors such as fashion, home goods, beauty, and electronics, leading retailers are adopting minimalist designs and sustainability messaging The trend is further amplified by influential minimalist bloggers and communities, making the UK's diverse retail landscape an ideal setting for exploring consumer behaviors, attitudes, and motivations related to minimalist purchasing Overall, the UK’s developed retail sector and increasing consumer interest in minimalist lifestyles provide a rich context for research on minimalist consumption.

In a pilot test involving 161 participants, the collected data were analyzed to determine the validity and reliability of the scale's variables, along with their convergent and discriminant values Only the valid variables were included in the quantitative research method of the official survey.

A formal study was conducted with a sample size of 529 shoppers at the ten most popular malls in Ho Chi Minh City, Vietnam, as identified in the Q&Me market research report (2022) Utilizing mall intercept and systematic random sampling techniques, the research ensured a robust dataset that exceeded the minimum requirement of 466 samples, determined using G*Power software with an R-squared value of 0.1 and a statistical power of 80% This study aimed to validate the relationships among consumer minimalism as an antecedent, moral identity as a mediator, descriptive norm as a moderator, and perceived transcendence as an outcome.

This research utilized validated unidimensional measures for all constructs, adapting existing measurement tools from prior studies Consumer minimalism was assessed as a second-order construct, incorporating 12 items based on Wilson and Bellezza (2022) The moral identity construct was evaluated using 11 items from Aquino and Reed II (2002) To explore perceived transcendence, a three-item scale from Dunn, White, and Dahl (2020) was adapted Lastly, descriptive norms were measured using a three-item scale based on the work of Hassan, Shiu, and Shaw (2016) All constructs were rated on a seven-point Likert-type scale, ranging from "strongly disagree" to "strongly agree."

"strongly agree" was used for all items.

This study employs PLS-SEM software to analyze the measurement model and linear structural model, focusing on the reliability, validity, convergence, and discrimination of the scales The PLS-SEM approach is particularly beneficial for managing limited sample sizes To evaluate the research hypothesis, the study utilized the PLS Bootstrapping method, conducting 5,000 repeated observations.

The study utilized a sampling frame of students from a national Vietnamese university who were engaged in an exchange program for course credit within the same cohort Employing simple random sampling, the research gathered data from approximately 600 students, which meets the minimum sample size requirements established in three experimental studies (Eisend, 2015).

This study utilized the three-item consumer minimalism scale developed by Gong, Suo, and Peverelli (2023) in an experimental context Additionally, the positive word-of-mouth scale was assessed using three items on a 7-point Likert scale based on the work of Alexandrov, Lilly, and Babakus (2013) The research also incorporated the perceived transcendence scale, adapted from Dunn, White, and Dahl.

In their 2020 study, Mead and Williams explored the distinction between the pursuit of meaning and pleasure seeking, employing confirmatory factor analysis (CFA) to validate their measures and structural equation modeling to evaluate their hypotheses The dissertation includes a comprehensive table detailing the research subjects, studies, questions, and strategies utilized throughout their investigation.

Table 1.1 Research gap, research objective, research question, and research method and design of dissertation.

Research gap Overall research objective Specific research objective Research question Research method - design

Psychological insights of consumer minimalism

1 The psychological outcomes of minimalistic consumption (i.e., perceived transcendence).

To examine the motivational goal (what), intrinsic (why), and extrinsic (when) motives that underlie minimalistic consumption building upon Self-determination theory

1 Examine the impact of consumer minimalism on perceived transcendence (the motivational goal "what")

1 To what extent does consumer minimalism affect perceived transcendence?

2 Identify the intrinsic motivational factors (the "why") mediating the relationship between consumer minimalism and perceived transcendence.

2 How does consumer minimalism affect perceived transcendence?

3 Investigate the extrinsic boundary conditions (the "when") moderating the effect of consumer minimalism on perceived transcendence.

3 Under which conditions does consumer minimalism affect perceived transcendence?

Consumer minimalism and goal pursuit

2 Goal pursuit for minimalists in marketing communications:

How brands react to consumers who incorporate

To examine the implication of goal pursuit (meaning versus pleasure) on positive word of mouth, the underlying mechanism of this effect, and boundary conditions of minimalism

4 Examine the extent to which goal pursuit (meaning vs pleasure) influences perceived transcendence, a key outcome of consumer minimalism

4 To what extent does goal pursuit influence perceived transcendence?

5 Investigate how the interaction between consumer minimalism

5 To what extent consumer minimalism

This study aims to address the research gap by exploring how minimalism can be integrated into marketing communications, guided by Self-Determination Theory The specific objective is to investigate how goal pursuit influences perceived transcendence, which in turn affects positive word of mouth (PWOM) Additionally, the research will examine the moderating role of perceived transcendence in the relationships between goal pursuit and PWOM.

Significance of the dissertation

Essay 1 makes several significant contributions to the existing body of literature, addressing the identified research gaps and research questions.

Previous research on minimalism primarily focused on intrinsic consumption experiences, such as well-being, without fully exploring the intrinsic goals that consumers pursue and the reasons and timing behind these pursuits This study utilizes self-determination theory (SDT) to develop a conceptual model that provides a holistic understanding of minimalistic consumption's effects on individuals It investigates the motivational goals of minimalist consumers, the intrinsic motives driving them, and the extrinsic factors influencing when they seek to achieve these goals By addressing the psychological outcomes of minimalistic consumption, this research fills a significant gap in understanding the motivations behind minimalism.

This research explores the novel link between minimalism and perceived transcendence, marking a significant advancement in understanding consumer motivation and the broader impact of minimalistic consumption on community well-being By addressing the research gap regarding how minimalism influences perceived transcendence, this study builds on limited existing literature that has only begun to define consumer minimalism and its effects on brand engagement and personal well-being Ultimately, the essay aims to uncover the intrinsic goals that drive consumers toward minimalistic lifestyles, shedding light on their aspirations for fulfillment and the timing of these pursuits.

This research shifts the focus from traditional motivational processes to the consumer's autonomous mechanisms, highlighting their role in sustaining motivation and enhancing well-being within the context of minimalism By examining the often-overlooked relationship between moral identity and consumer minimalism, the study addresses a critical gap in understanding the psychological factors that drive minimalist consumers toward perceived transcendence It reveals how personal ethics and values serve as a mediator, influencing the motivations and experiences of those who embrace minimalism.

This research is among the first to investigate the boundary conditions of minimalism, revealing how descriptive norms help consumers internalize the value of collective well-being, such as transcendence According to Self-Determination Theory (SDT), societal norms play a crucial role in this internalization process The findings indicate that minimalist consumers are more likely to embrace collective well-being when surrounded by social norms that prioritize the welfare of others over individual interests Consequently, awareness of public appreciation for collective well-being enhances consumers' sense of transcendence.

Consumer minimalism in Vietnam's retail sector is an underexplored area, making this research pioneering It aims to illuminate the psychology and preferences of minimalist consumers within Vietnam's dynamic retail market, contributing to a deeper understanding of this distinctive consumer segment in the country.

Essay 2 makes several contributions to the literature, addressing the identified research gaps:

While meaning is essential to human existence, most research has focused on its psychological aspects (de Bellis et al., 2023; Carter et al., 2023; Ward and Kim, 2022; Catapano et al., 2022; Wang et al., 2021; Gaston-Breton et al., 2021) The recent work by Mead and William (2023) explores meaning as a goal pursuit in consumer behavior, building on their earlier finding that instrumental goals lead to a preference for cheaper options This study enhances our understanding by examining how constitutive goals foster a sense of transcendence and encourage positive word-of-mouth (PWOM) behavior, addressing a significant research gap.

Previous research has explored the connection between meaning and positive outcomes like well-being and life satisfaction; however, the specific impact of meaning on consumer perceptions and behaviors, such as perceived transcendence and positive word-of-mouth (PWOM), remains underexplored While earlier studies highlight the role of self-related factors like impression management and identity signaling in driving PWOM, this study uniquely contributes empirical evidence that altruistic elements and the sense of transcendence beyond oneself also significantly influence PWOM.

This study is pioneering in empirically examining the outcomes of goal pursuit, specifically exploring how actionable communication marketing, such as positive word-of-mouth (PWOM), can be derived from the pursuit of meaning Unlike previous research that focuses on consumer responses to minimalist branding (Chen & Liu, 2023), this study shifts the perspective to investigate how brands respond to consumers who embrace minimalism in their values through marketing communications, including advertising.

This research enhances the understanding of consumer minimalism as a key factor influencing the relationship between the pursuit of meaning and perceived transcendence, ultimately affecting positive word-of-mouth The study investigates whether individuals who embrace minimalism are driven more by the search for meaning than by pleasure By integrating consumer minimalism into the research framework, we enrich existing literature and offer insights into how minimalistic values influence perceptions of transcendence.

The moderated mediation effect reveals the intricate relationships among goal pursuit, psychological mechanisms, and consumer outcomes, emphasizing the need to consider individual characteristics and psychological processes in consumer behavior analysis This research enhances the existing literature on goal pursuit, transcendence, and positive word-of-mouth (PWOM) by illustrating that these relationships vary among consumers, particularly influenced by individual differences like minimalistic values.

This study utilizes self-determination theory to create a conceptual framework that explores the influence of meaning-seeking on consumer minimalism It is one of the first investigations into how self-determination theory affects consumer behavior, specifically highlighting the relationship between the pursuit of meaning versus pleasure, perceived transcendence, and word-of-mouth communication Minimalists, driven by intrinsic goals of autonomy, competence, and connection, are inclined to identify and share meaningful products and services, as they perceive these items as fulfilling their emotional needs and contributing positively to their communities.

The current study also provides numerous important insights for consumers, marketing practitioners, and policymakers.

The results of Essay 1 indicate that adopting minimalistic consumption is essential for enhancing well-being and achieving a fulfilling life while supporting sustainability By embracing minimalism, individuals engage in mindful shopping, curb excessive consumption, and strengthen social connections, ultimately benefiting themselves and the environment.

Implications for brand/marketing practitioners

The findings of this dissertation highlight the significant implications for managerial practices, particularly for marketing professionals seeking to understand minimalist consumers The research underscores the importance of minimalism in fulfilling the need for self-transcendence, suggesting that marketers should deepen their understanding of minimalism's foundational principles to effectively engage with this audience To capture the growing market of minimalist consumers, marketers must adopt tailored strategies that resonate with their preference for high-quality, limited options amidst the complexities of digital product attributes and technological advancements As brands increasingly embrace minimalistic aesthetics, recognizing the connection between minimalism and self-transcendence can enhance segmentation and targeting efforts This insight allows marketing practitioners, especially those in sustainable brands, to explore new product lines that emphasize simplicity and moral consumption, ultimately promoting societal well-being.

Essay 2 examines whether and how the pursuit of meaning relative to pleasure can navigate informal interpersonal communication among individuals (e.g., PWOM),which offers several potential implications for marketing practitioners and branding managers to develop more effective branding strategies based on customers' meaning- seeking vs pleasure-seeking orientations, especially for minimalistic consumers The results of this study shed light on how managers can optimize their communication strategies by focusing on the meaning-related attributes of products or services rather than pleasure-based characteristics This insight enables brands to target appropriate customer groups and ultimately enhance positive word-of-mouth Marketing managers can incorporate meaning-related aspects into brand narratives and storytelling initiatives,emphasizing how their offerings contribute to a larger purpose, foster personal growth, or promote social connectedness In doing so, brands can appeal to meaning-seeking consumers and inspire them to become brand advocates This research highlights that not all customers respond identically to the meaning-based aspects of products compared to pleasure-based features The study discovered a notable moderating influence of minimalism on the connection between the seeking of meaning and the perception of transcendence Customers with minimalist lifestyles who seek meaning in life exhibit stronger perceived transcendence than those with pleasure-based pursuits This suggests that companies can target meaning-based appeals to customer segments that embrace minimalistic values, leading to an enhanced sense of transcendence and greater positive word-of-mouth Marketing managers can develop minimalism-focused product categories, partners with influencers who embody minimalist lifestyles, and showcase user-generated content from customers who have found meaning and value in a brand's offerings These managerial implications provide valuable insights for marketing practitioners and branding managers to develop purpose-driven strategies that resonate with meaning-seeking consumers, foster a sense of transcendence, and encourage positive word-of-mouth By aligning their offerings and communication efforts with the pursuit of meaning, brands can create deeper connections with customers and differentiate themselves in an increasingly purpose-driven marketplace.

The findings from Essay 1 support the UN's 12th Sustainable Development Goal, which emphasizes sustainable consumption and production while highlighting the psychological advantages of minimalism To achieve global sustainability, policymakers must enhance public awareness and implement effective strategies that encourage consumers to adopt sufficient consumption practices, make informed choices, and prioritize longevity in their purchases When public awareness reaches a critical mass, influenced by social norms, a shift from overconsumption to sustainable practices can occur.

Dissertation structure

This dissertation is organized into five chapters.

This chapter outlines the research landscape by identifying existing gaps and establishing clear research objectives and specific questions that the dissertation seeks to answer It details the methodologies utilized to achieve the two primary research goals, delineates the scope of the study, and emphasizes the significant contributions this research makes to the field.

This chapter provides a thorough literature review, defining key concepts pertinent to the research and discussing the foundational theories that underpin it The chapter concludes with the presentation of the overarching theoretical model that directs the research.

Chapter 3 - What are the psychological insights of consumer minimalism?

This chapter focuses on the initial research objective, outlining a specific conceptual model and formulating the hypotheses for testing It provides a detailed description of the research methodology utilized for this segment of the study The chapter wraps up by presenting and discussing the significant findings derived from this investigation.

Chapter 4 - How should brands react to consumer minimalists?

This chapter addresses the second research objective by introducing the relevant conceptual model and hypotheses, similar to Chapter 3 It details the research methods employed to test these hypotheses and presents the key findings from this segment of the study, along with a discussion of their implications.

The final chapter encapsulates the main conclusions of the research, highlighting both theoretical and practical implications of the findings It also addresses the limitations of the study and proposes potential avenues for future research.

THEORETICAL BACKGROUND OF KEY CONCEPTS AND

Overview

This chapter reviews literature on consumer minimalism, moral identity, perceived transcendence, descriptive norms, and the pursuit of goals, contrasting meaning with pleasure-seeking within the retail sector The organization of this chapter is structured to explore these concepts in detail.

This article introduces essential concepts such as consumer minimalism, perceived transcendence, moral identity, descriptive norms, goal pursuit, and positive word-of-mouth, which form the foundation of the theoretical framework It further explores self-determination theory, a key foundational theory that underpins the research and is well-established in existing literature Finally, the article presents a comprehensive theoretical model that outlines the overarching proposal for the study.

2.2 Theoretical backgrounds of key concepts

Consumer minimalism encompasses key psychological concepts such as perceived transcendence, moral identity, and descriptive norms, which are essential for understanding minimalistic consumption behaviors Perceived transcendence connects individuals to a greater purpose, while moral identity highlights the importance of morality in self-concept, and descriptive norms reflect societal behaviors Together, these elements support the philosophy of consumer minimalism, which advocates for mindful possession and acquisition Building on this foundation, the second essay explores how marketers can effectively promote minimalism by emphasizing the pursuit of meaning over mere pleasure, aligning with consumers' desire for perceived transcendence This approach not only enhances consumer engagement but also fosters positive word-of-mouth, thereby boosting the effectiveness of minimalism-focused marketing strategies in today's retail environment.

Minimalism has gained significant attention in academic research, as highlighted in Table 2.1, which catalogs relevant consumer studies from the Web of Science, Scopus, and Google Scholar databases using the keyword "Minimalism." The majority of these studies concentrate on defining and conceptualizing consumer minimalism This philosophy promotes intentional detachment from material possessions and consumerism.

Deconsumption emphasizes sustainability and aims to liberate individuals from material excess and waste (Boutroy, 2022) Minimalism is founded on the idea that reducing possessions can lower stress, lessen obligations, and create more time for meaningful pursuits (Kotler, Kartajaya, & Setiawan, 2021).

Minimalism is a multifaceted concept that can be interpreted in various ways, emphasizing a deliberate detachment from material possessions and promoting sustainability and reduced waste (Pangarkar, Shukla, & Charles, 2021; Boutroy, 2022) This lifestyle advocates for fewer belongings to lower stress and enhance focus on what truly matters (Kotler, Kartajaya, & Setiawan, 2021) Aesthetic considerations also play a significant role in minimalism, highlighting the thoughtful presentation and use of goods (Stewart, 2018; Becker, 2018) Importantly, adopting minimalism involves more than just decluttering; it requires a mindful approach to consumption and prioritizing essential items (Kang, Martinez, & Johnson, 2021; Wilson & Bellezza, 2022) Research indicates that minimalism is a sustainable lifestyle choice embraced willingly, offering financial freedom through the mindful ownership of curated possessions and a preference for simplicity (Wilson & Bellezza, 2022).

Table 2.1 Summary of definitions or perspectives of minimalism in the period of

Consumer minimalism is a value system that promotes the deliberate acquisition and ownership of a small number of carefully picked belongings, with an emphasis on a bare aesthetic.

Minimalism is a sustainable lifestyle choice that individuals adopt voluntarily, rather than out of financial necessity While one of the key advantages of minimalism is the financial freedom it can bring, the focus is on intentional living and simplicity.

Minimalism is a holistic way of life that encompasses the entire consumption process,from the first purchasing decision to the last act of discarding - it is a new paradigm of

Study Definitions/Perspectives sustainable living At its foundation, minimalism is actively purging clutter, making prudent purchases, considering product lifetime, and emphasizing self-sufficiency.

Minimalism promotes a lifestyle focused on reducing material possessions to decrease stress and enhance personal freedom By embracing conscious consumption, sustainable fashion, and responsible travel practices, individuals can prioritize what truly matters in their lives.

Becker (2018) The intentional promotion of the things we most value and the removal of anything that distracts us from them.

Minimalism is characterized as a "second wave" of voluntary simplicity that is more strongly aligned with anti-consumption sentiments due to its opposition to commercialization as a source of meaning.

Minimalism has gained significant traction as a lifestyle philosophy, particularly in Asian countries such as Japan The core principle of minimalism is straightforward: owning less leads to greater happiness.

Minimalism is a philosophy that promotes living a simple and uncluttered life, focusing on achieving happiness while minimizing stress and worries.

Minimalism is a more personal phenomenon than a social movement, focusing on personal development through consumption practices.

Minimalism is regarded as a niche lifestyle; it seems that mainstream society is not set up for simplifying or for society to become more sustainable.

Minimalism focuses on ethical consumption rather than outright rejection of consumerism, emphasizing individual morality in making thoughtful purchasing decisions.

Minimalism is a tool to rid yourself of life’s excess in favor of focusing on what’s important - so you can find happiness, fulfilment, and freedom.

Minimalistic consumption should be distinguished from similar concepts like frugality and ecological consumption While both minimalism and frugality involve owning fewer belongings, frugality primarily aims at saving money, whereas minimalism is not driven by financial constraints (Nepomuceno & Laroche, 2015) Additionally, while environmental concerns can motivate sustainable consumption, they are not essential to minimalistic practices (Kropfeld, Nepomuceno, & Dantas, 2018) Recent research highlights that consumer minimalism and voluntary simplicity share similarities, with some studies treating them as equivalent concepts (Wilson & Bellezza, 2022; Mathras & Hayes, 2019).

Voluntary simplicity is a lifestyle choice that emphasizes maximizing control over daily activities while minimizing consumption, characterized by ecological awareness and self-sufficiency (Leonard-Barton, 1981) While both consumer minimalism and voluntary simplicity aim for material simplicity, they differ in their approaches; voluntary simplicity includes self-sufficiency, thriftiness, and eco-friendly practices, whereas minimalism may not Examples from the Voluntary Simplicity Scale highlight actions like making furniture or clothing for the family and supporting ecological organizations, showcasing its focus on self-sufficiency Additionally, anti-consumerism is a core principle of voluntary simplicity but is not essential to minimalism, which can often be consumer-focused, as seen in modern design and advertising (Pracejus, Olsen, & O'guinn, 2006) Furthermore, minimalist practices may lead to inefficiencies and environmental harm due to the tendency to discard and replace items, contrasting with the values of voluntary simplicity that prioritize sustainable living over a curated collection of possessions.

Perceived transcendence is a multifaceted concept intertwined with philosophy, spirituality, and psychology, increasingly recognized across various fields including nursing theory, developmental psychology, and positive psychology (Garcia-Romeu, 2010) It encompasses a range of components such as mental states, character traits, growth processes, value systems, driving forces, and worldviews (Wong, 2016).

Transcendence, as described in Maslow's pyramid of needs, involves recognizing the connection between the self and entities beyond oneself, extending to other individuals, nature, and the future Self-transcendence, the pinnacle of this hierarchy, serves as a powerful motivator for both individual and collective well-being, fostering a desire to support causes beyond oneself and experience profound connections Research suggests that exposure to nature can enhance prosocial behavior, reflecting transcendence by shifting focus from individual needs to a greater sense of interconnectedness Additionally, the concept of consumption satiation indicates that as individuals consume more, their enjoyment diminishes, yet this experience is positively linked to self-transcendence.

Overall theoretical proposal model

The theoretical framework based on the Hypothesis development is presented in Figure 2.1

To achieve the research goals, the study was divided into two primary investigations, Essay 1 and Essay 2, which explore complementary sub-models Essay 1 focuses on consumer psychology, highlighting the psychological effects of consumer minimalism, particularly the significance of perceived transcendence In contrast, Essay 2 adopts a marketing perspective, analyzing how consumer minimalism and perceived transcendence can be utilized in marketing communications This integration of both essays offers valuable insights from both theoretical and practical viewpoints.

The two essays explore consumer minimalism from different perspectives: Essay 1 examines the psychological processes linked to minimalist consumption, while Essay 2 focuses on translating these insights into effective marketing strategies To achieve their goals, each essay employs distinct methodologies; Essay 1 utilizes survey research to explore relationships between minimalism, perceived transcendence, and psychological constructs among a diverse consumer base Conversely, Essay 2 employs controlled experiments to test the causal effects of marketing strategies, specifically how emphasizing meaning over pleasure can enhance perceived transcendence and positive word-of-mouth among minimalist consumers Experimental methods are deemed more rigorous for this purpose, as they allow for the manipulation of specific variables to isolate the impact of marketing actions, unlike surveys, which can only identify correlations without establishing causation.

Conducting two separate studies enables a focused and nuanced exploration of research questions, allowing for deeper insights that a single overarching model might overlook The sequential structure, with Essay 1 establishing the psychological foundation for the marketing implications in Essay 2, fosters a coherent and cumulative research narrative Given the distinct theoretical focuses of each essay, the two-study approach offers richer understanding compared to a more superficial overall model.

The choice to undertake two distinct research essays using varied methodologies stems from theoretical and practical factors This strategy aligns research methods with the unique questions and viewpoints of each essay, facilitating a deeper understanding of consumer minimalism and its implications for both consumers and marketers.

WHAT ARE THE PSYCHOLOGICAL INSIGHTS OF

Overview

This chapter offers a detailed analysis of Essay 1, which explores the psychological aspects of consumer minimalism It introduces a conceptual model that investigates how consumer minimalism relates to perceived transcendence, with moral identity acting as a mediator and descriptive norms serving as a moderator Grounded in self-determination theory (SDT), the hypotheses suggest that consumer minimalism positively impacts perceived transcendence (H1), is linked to moral identity (H2), and that moral identity fosters perceived transcendence (H3) Additionally, moral identity mediates the connection between consumer minimalism and perceived transcendence (H4), while descriptive norms influence this relationship (H5).

The research methods section details a quantitative research design that utilizes systematic random sampling and a mall intercept approach to collect data from a varied consumer sample It discusses the creation of the measurement instrument, including the adaptation of validated scales, translation processes, and both pre-test and pilot-test phases Additionally, it outlines the sampling and data collection procedures, highlighting the target population, sampling methods, and selection criteria for the sample.

The data analysis section outlines the techniques used to evaluate the reliability and validity of measurement scales, address common method bias, and analyze structural model relationships through partial least squares structural equation modeling (PLS-SEM) The study's results are concisely summarized, emphasizing key findings and their implications for understanding the psychological aspects of consumer minimalism.

In summary, Chapter 3 outlines the conceptual model, development of hypotheses, research methods, sampling procedures, data collection, analysis, and results, showcasing the robustness and rigor of the methodological approach This foundation prepares the reader for a detailed presentation and discussion of the empirical findings in the following chapters.

Background and literature review

Minimalism has emerged as a prominent lifestyle choice, emphasizing simplicity through reduced consumption and fewer possessions (Pangarkar, Shukla, & Charles, 2021) This trend, highlighted by major publications like Forbes and The New York Times (Sabanoglu, 2022), has inspired many, particularly millennials, to downsize their living spaces and wardrobes Leading brands such as Muji, COS, and Patagonia promote minimalist values by offering durable clothing and home goods that encourage mindful consumption Minimalist consumers often prioritize sustainability, reflecting a growing concern for their environmental and societal impact (Wilson & Bellezza, 2022) This shift towards minimalism is not limited to niche markets but is increasingly embraced by mainstream consumers seeking meaningful products and services.

Recent research on consumer minimalism has shown significant growth and diversification, as summarized in Table 2.2 Scholars have investigated multiple dimensions of minimalistic consumption, including its antecedents, mediators, moderators, and consequences, utilizing foundational theories like social comparison theory and the upward spiral theory of lifestyle change.

Current research on minimalism primarily examines emotional outcomes, such as happiness and depression, as indicators of consumer well-being (Kang, Martinez, & Johnson, 2021) Additionally, it emphasizes the control motivational processes influencing consumer behavior, including the desire for new clothing and societal norms (Frick et al., 2021) Furthermore, studies have explored various behaviors related to minimalism, such as brand choice, brand evaluation, and booking intentions (Chen, Kou, & Lv, 2024; Chen & Wei, 2022).

& Liu, 2023; Wang et al., 2023) Moreover, some empirical studies concentrated on the influence of social and contextual factors on minimalistic consumption Chen, Kou and

Recent studies have explored the multifaceted impact of minimalism on consumer behavior Lv (2024) focused on how social comparison influences minimalist consumption, highlighting the roles of status motives and beliefs linking spending to wealth Chen and Liu (2023) emphasized the effect of socioeconomic status on consumer responses to minimalist appeals, advocating for an understanding of consumer diversity in minimalism research Additionally, the relevance of minimalism spans various contexts, including fashion (Chen, Ahlstrom, & Xiao, 2023), tourism (Chen & Wei, 2022), and home environments (Wilson & Bellezza, 2022), demonstrating its broad applicability as a significant consumer trend.

This study explores consumer minimalism by examining the aspiration for transcendence, the role of community well-being in minimalistic consumption, the influence of moral identity as an autonomous motivational factor, and the impact of descriptive norms on internalizing values.

Table 3.1 Summary of literature on minimalism consumption from 2019 to 2024.

Count ry Theoretical background Antecedent Mediator Moderator Consequen ce Key contributions

Self- determination theory Maslow's hierarchy of needs

Examine the motivational goal (what), intrinsic (why) and extrinsic (when) motives that underlie minimalistic consumption, based on self-determination theory

Retailing China Social comparison theory

Social comparison Status (vs affiliation) motives

Spending- implies-wealth (SIW) beliefs

Explore the impact of social comparison on minimalist consumption, which involves having fewer possessions and making more deliberate and mindful purchases.

Retailing China “Simple = authentic” lay theory

Examine the effect of package design elements on brand authenticity perception.

The drive theory of motivation

Goal conflict Desire for control

Self-affirmation Tourist preference for minimalist aesthetics

Investigates the effect of goal conflict on tourist preference for simple aesthetics.

Fashion (North Face and Patagoni

Socioeconomic status Socioecono mic status Preference for consumptio n

Consumers' quantitative considerations of product

Brand evaluation Examine whether the way consumers react to minimalist appeals is influenced by their a) States quantity over quality. usage socioeconomic status.

Consumer - - Brand preference Product choice Home environme nts Apartment interiors preference

Develop and validate the twelve-item Minimalist Consumer Scale, based on grounded theory.

Hospitali ty China Communicatio n theory Framework of brand personality dimensions

Appeal type of minimalism (egoistic versus biospheric) x Brand personality

Need for autonomy Connectedn ess to nature

Figure out how a connection between minimalism appeal type and brand personality influences visitor behavior, based on self- determination theory.

Upward spiral theory of lifestyle change

Investigate the effect of minimalism on emotional well-being.

Retailing Germa ny Multiple goals theory Clothing sufficiency communicati on

Social norm Personal norm Desire to acquire new clothes

- Sufficiency behavior Identify the impact of

“less is more” communication on sufficiency behavior, based on the multiple goals theory.

Detect the effectiveness of egoistic and biospheric appeals for minimalism.

- - - - Minimalism is one of five dimensions of responsible consumption.

Fashion Ukrain e China France Austria British Americ a Italy

- - - - - Evaluate the cognitive processes, well-being, self-expression, behavior change of fashion consumers for experiencing capsule wardrobe.

- - - - - Explore motivation of becoming minimalist consumer (Why): Personal motivations, ecological and/or moral motivations.

Tamara et al (2020) Demonstrate the relationship of minimalism to waste.

Offer a typology (two criteria: conditional susceptibility and goal orientation) includes four types: voluntary simplicity, reduced consumption, anti-consumption, and inconspicuous minimalism.

A systematic review by Hook et al (2023) demonstrates a strong positive correlation between minimalism, voluntary simplicity, and well-being This relationship is influenced by factors such as the control of consumption desires and the satisfaction of psychological needs, while moderators like income, age, and whether the initiative is self- or other-initiated also play a significant role.

Coelho Rocha and Bogéa da Costa Tayt‐son (2021)

Explore transformation of becoming minimalist consumer (How) via a non-linear minimalist process: awakening- learning-transformation-adaptations.

Boutroy (2022) Discover minimalism in the sport industry, adopting the detached stylization of the hiking practice: ultralight or lightweight backpacking.

Defend the imperfect obligation of becoming a "digital minimalist" to achieve autonomy.

Moral obligation provides inspiration for digital minimalism, which aids in the deliberate use of portable wireless devices.

Meissner (2019) Questioning these narratives relating to minimalism in terms of eco-politics, based on post-ecological theory.

Martindale and Lee (2019) Identify how upcoming professionals perceive about the concept of reduced wardrobes and the utilization of transformable apparel.

Conceptual model and hypotheses development

Fig 3.1 Conceptual model of Essay 1

3.3.1 Consumer minimalism and perceived transcendence

Transcendence involves recognizing the connection between the self and entities beyond it, extending to other individuals, nature, and the future (Koltko-Rivera, 2006; Lifton, 1973; Yaden et al., 2017) According to self-determination theory, autonomy is a fundamental psychological need that manifests as a desire for transcendence, where individuals pursue self-endorsed goals without materialistic incentives (Ryan & Deci, 2000) Minimalist consumers exemplify this autonomy by choosing to live simply, prioritizing what truly matters, and aligning their actions with personal values This conscious decision-making process fosters a strong commitment to their choices, suggesting a connection between minimalism and self-transcendence, which may share characteristics with religious practices Minimalism embodies a belief in the superiority of certain behaviors and involves thorough evaluation and decision-making, reflecting its religious-like attributes (Wilson & Bellezza).

Minimalism is increasingly viewed as a modern spiritual practice focused on well-being, influencing consumption habits (Zalewska & Cobel-Tokarska, 2016) It encompasses ritualistic behaviors related to acquiring and letting go of possessions, including expressing gratitude for items that are no longer needed (Kondo, 2014).

Minimalist individuals prioritize fulfilling their basic needs over accumulating wealth and possessions, allowing them to achieve a sense of satisfaction According to Maslow’s theory, once these fundamental needs are met, people are motivated to pursue higher-level goals and aspirations His research highlights self-actualization as the pinnacle of human motivation, closely related to the concept of self-expression.

In his later works, Maslow revised his hierarchy of needs to include self-transcendence, which he described as the pursuit of higher values like truth, beauty, and excellence (Maslow, 1971; Koltko-Rivera, 2006) This self-transcendence involves seeking a purpose beyond oneself and experiencing a deeper communion through peak experiences (Koltko-Rivera, 2006; Yaden et al., 2017) Recognizing self-transcendence as part of Maslow's hierarchy enhances our understanding of motivational foundations, leading individuals to prioritize serving others and higher purposes over personal needs (Ganassali & Matysiewicz, 2021) Additionally, minimalist practices, such as donating possessions, can evoke altruistic feelings and foster a sense of transcendence, contributing to community well-being (Kang, Martinez, & Johnson, 2021; Dunn, White, & Dahl, 2020; Albinsson & Perera, 2009).

Hypothesis 1: Consumer minimalism positively influences perceived transcendence.

3.3.2 The mediating effect of moral identity

According to Self-Determination Theory (SDT), moral identity is integral to an autonomous motivational process that encourages consumers to seek transcendence through minimalistic consumption It embodies the alignment of actions with one's self-image as a moral individual, driving ethical decision-making in consumer behavior.

Minimalism in consumption reflects consumers' moral lifestyle choices and can enhance their moral identity By aligning their beliefs with minimalistic practices, individuals are more likely to engage in environmentally conscious behaviors and choose sustainable, ethical products Many consumers view minimalist ethical consumption not just as a rejection of excess but as a means to affirm their self-concept as moral individuals This shift towards minimalism encourages a more responsible approach to consumption, fostering a deeper connection between personal values and purchasing decisions.

(2022) state that minimalist inspirers and supporters may exude an aura of virtue and moral preference by avoiding unrestrained capitalism and fostering regeneration and individual fulfillment

Moral identity can be understood at various levels, significantly influencing consumer behavior, particularly in minimalism At the most abstract level, it encompasses essential traits like caring, honesty, and kindness, which guide individuals towards minimalistic consumption practices that reflect their core values At an intermediate level, moral identity involves specific goal orientations shaped by self-determination theory (SDT), suggesting that personal growth and autonomy are vital for individuals in making lifestyle choices By adopting a simpler lifestyle aligned with their values, minimalist consumers enhance their moral identity through autonomous decision-making Additionally, engaging in minimalistic practices fosters a sense of competence and self-efficacy, further solidifying their moral identity Ultimately, consumer minimalism allows individuals to create narratives that emphasize their moral development, reinforcing their commitment to their principles.

Hypothesis 2: Consumer minimalism is positively associated with moral identity.

Research by Vitell (2015) indicates that a stronger moral identity, characterized by a robust internal self-concept, leads consumers to exhibit greater ethical predispositions This moral identity can drive consumers to make choices and engage in actions that reflect a commitment to social responsibility and the needs of others (Reed, Aquino, & Levy, 2007) Ultimately, individuals with a strong moral compass aim to assist others selflessly, fostering a sense of community without expecting anything in return (Grouzet et al.).

Individuals with a strong moral identity are often driven by self-transcendent values, which encourages them to pursue meaningful human connections This orientation towards moral identity fosters a sense of transcendence, as it motivates people to extend their sense of self beyond personal interests.

Moral identity encompasses the essential moral traits that shape an individual's character, emphasizing self-transcendent principles such as benevolence and universalism, which foster compassion and a sense of connection to the universe At the intermediate level, moral identity is influenced by context-specific goal orientations, with the Self-Determination Theory suggesting that pursuing intrinsic goals like personal growth and community involvement enhances well-being Individuals with a strong moral identity tend to favor intrinsic goals, aligning with their ethical ideals, and achieving transcendence through contributions to a greater cause This identity is often reflected in life narratives that highlight moral experiences, growth, and the search for purpose, which are intertwined with the concept of transcendence By creating and internalizing these narratives, individuals develop a profound sense of meaning and purpose that elevates their existence beyond current circumstances.

Hypothesis 3: Moral identity is positively associated with perceived transcendence.

Eliminating material reliance and understanding one's true self enables individuals to reassess their core values and establish a distinct self-identity According to Self-Determination Theory (SDT), moral identity serves as an intrinsic motivational process that connects minimalism with the aspiration for transcendence Mahatma Gandhi's quote, "living simply in order that others may live simply," exemplifies how a commitment to simplicity can shape moral identity and influence behaviors that benefit society (Rathour & Mankame, 2021) National figures like Gandhi and Ho Chi Minh illustrate the interplay between minimalism, moral identity, and transcendent ideologies, achieving self-forgetfulness through a simplified lifestyle that fosters independence, freedom, and happiness (Kien, 2021; Rathour & Mankame, 2021) Thus, the following hypothesis is proposed:

Hypothesis 4: Consumer minimalism positively influences moral identity,which, in turn, enhances perceived transcendence.

Extrinsic motives play a crucial role in influencing human behavior, with social norms identified as key drivers of change (Cialdini & Goldstein, 2004) Social norm theory seeks to elucidate the reasons behind individuals adopting the behaviors, attitudes, and values of others (Cialdini & Trost, 1998; Goldstein & Cialdini, 2009) Descriptive norms specifically highlight the behaviors that a majority of people are perceived to engage in within particular contexts (Cialdini, Reno, & Kallgren).

Self-Determination Theory (SDT) suggests that individuals naturally strive for personal growth and self-regulation, influenced by their social environment (Ryan & Deci, 2000) When descriptive norms align with intrinsic values, they foster a supportive atmosphere for self-transcendence through minimalist consumption practices For instance, norms emphasizing sustainability and social responsibility encourage consumers to view their minimalist choices as contributing to a greater purpose beyond self-interest This validation enhances the transcendent aspects of minimalism, such as reducing environmental impact and prioritizing relationships over material goods Additionally, SDT underscores the importance of relatedness, highlighting that shared values among minimalist consumers can strengthen feelings of connection and belonging As individuals perceive themselves as part of a community with a common goal, the sense of transcendence associated with minimalism is amplified Media representations further reinforce the positive societal and environmental impacts of minimalism, motivating consumers to pursue self-transcendence within a supportive social context.

Descriptive norms significantly enhance the relationship between consumer minimalism and the perception of transcendence When individuals are surrounded by others who prioritize minimalist lifestyles and care for the environment, they are more likely to view their own minimalist actions as meaningful contributions (Goldstein & Cialdini, 2009) These norms create a supportive social environment that highlights the essential aspects of minimalism, such as reducing environmental impact and promoting ethical practices (Cialdini, Reno, & Kallgren, 1990) Additionally, norms that align with individuals' intrinsic values foster a sense of belonging among minimalist consumers, intensifying their perception of transcendence in their consumption choices (Ryan & Deci, 2000) Consequently, strong descriptive norms that emphasize sustainability and social responsibility are expected to strengthen the positive link between consumer minimalism and perceived transcendence (Cialdini & Goldstein, 2004; Cialdini & Trost, 1998).

Based on arguments above, the Hypothesis is concerned as below:

Hypothesis 5: Descriptive norms positively moderate the relationship between consumer minimalism and perceived transcendence.

In Vietnam, the unique cultural, historical, and social landscape gives particular significance to the hypotheses in Model 1 The country's rich cultural heritage, rooted in Buddhist and Confucian values, aligns with consumer minimalism by emphasizing simplicity and non-materialism (Hypothesis 1) Additionally, the legacy of respected moral identity continues to influence Vietnamese consumer behaviors (Kien, 2021) Ho Chi Minh's focus on transcendence, self-sacrifice, and collective good establishes a strong moral framework, suggesting that Vietnamese minimalists are likely to develop a robust moral identity that reflects the values of these revered figures (Hypothesis 2) This moral identity enhances their sense of perceived transcendence, fostering a connection to a higher purpose and contributing to community well-being (Hypotheses 3 & 4).

Research methods

This research utilized a quantitative design, specifically a mall intercept survey, to gather comprehensive responses This approach ensured that participants clearly understood the scenario's terminology while targeting a variety of consumption patterns and lifestyles (Bush & Hair Jr, 1985; Keen et al., 2004).

Survey research is widely used in academic marketing due to its ability to provide valuable insights into consumer psychology and organizational strategies (Hulland, Baumgartner, & Smith, 2018) This study employs a survey research approach to explore the effects of minimalism, focusing on perceived transcendence while examining moral identity and descriptive norms as potential mediators and moderators within the framework of self-determination theory in consumption The research methodology is illustrated in a flowchart (Figure 3.1), which outlines six key stages, starting with a literature review and concluding with findings and implications Further details of the research design are provided below.

This dissertation includes a thorough literature review on the concept of minimalism, examining its relationship with moral identity, descriptive norms, and perceived transcendence Chapter 2 summarizes key findings from these studies, highlighting the significant insights gained from the exploration of minimalism's representation.

This article identifies the research problem, gaps, objectives, and scope of the dissertation through comprehensive literature reviews It proposes a model with hypothesized statements, utilizing measurement scales that were thoughtfully selected and adapted from established studies to assess the constructs within the proposed theoretical framework.

The author developed draft scales for the model's factors by building on previous studies and utilizing a back-translation method to ensure validity in Vietnamese A pre-test involving expert interviews confirmed the study's necessity, provided suggestions for enhancing observed variables, and refined the language for the Vietnamese context This process led to the creation of the final draft scale measurement Following this, a preliminary quantitative pilot test was conducted with a sample of 182 students to evaluate the scales' reliability and validity through Cronbach’s alpha analysis and exploratory factor analysis (EFA), ultimately establishing the official scales.

The author conducted a formal investigation with a sample of 529 shopping mall consumers residing in Ho Chi Minh City, Vietnam, after establishing the official measurement scale Participants were invited to complete a self-administered survey questionnaire.

The study utilized partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.0 software to test the proposed model Data analysis focused on assessing the reliability, convergent validity, and discriminant validity of the measurement models, following the guidelines set by Hair, Howard, and Nitzl (2020) Additionally, to address method bias, a significant concern in self-reported data collection, statistical analyses were conducted as recommended by Podsakoff et al (2003).

The hypothesis testing results were thoroughly analyzed, leading to a comprehensive discussion of the empirical findings This study contributes to the expanding literature on minimalism and offers practical insights and recommendations for retail managers Additionally, it acknowledges several limitations, which highlight potential directions for future research.

Fig 3.2 Flow chart of research method - Essay 1

The research framework comprises three unidimensional constructs and one multidimensional (second-order) construct, along with five control variable constructs, as detailed in Chapter 2 and summarized in Table 3.1 The measurements for these constructs were sourced from previously validated scales related to the consumption studied A seven-point Likert scale was utilized, where 1 represents the lowest agreement and 7 signifies the highest agreement.

The study utilized a second-order construct for consumer minimalism, incorporating 12 items adapted from Wilson and Bellezza (2022) Additionally, it assessed moral identity through 11 items based on the framework established by Aquino and Reed II (2002) To evaluate the perceived transcendence construct, the research adapted a three-item scale from Dunn et al (Dunn, White, & Dahl).

In our study, we utilized a three-item scale to assess descriptive norms, following the methodology of Hassan, Shiu, and Shaw (2016) To ensure the accuracy of our findings and mitigate potential confounding factors, we incorporated five control variables: occupation, gender, age, education, and income, all of which are known to impact customer consumption patterns.

Refer to a value that embraces the mindful acquisition and ownership of few; curated possessions; with a preference for a sparse aesthetic.

1 I avoid accumulating lots of stuff.

2 I restrict the number of things I own.

3 “Less is more” when it comes to owning things.

4 I actively avoid acquiring excess possessions.

5 I am drawn to visually sparse environments.

7 I keep the aesthetic in my home very sparse.

8 I prefer leaving spaces visually empty over filling them.

9 I am mindful of what I own.

10 The selection of things I own has been carefully curated.

11 It's important to me to be thoughtful about what I choose to own.

12 My belongings are mindfully selected.

A self-conception organized around a set of moral traits.

- 1 It would make me feel good to be a person who has these characteristics.

2 Being someone who has these characteristics is an important part of who I am.

3 I would be ashamed to be a person who had these characteristics (R)

4 Having these characteristics is not really important to me (R)

5 I strongly desire to have these characteristics.

6 I often buy products that communicate the fact that I have these characteristics.

7 I often wear clothes that identify me as having these characteristics.

8 The types of things I do in my spare time (e.g., hobbies) clearly identify me as having these characteristics.

9 The kinds of books and magazines that I read identify me as having these characteristics.

10 The fact that I have these characteristics is communicated to others by my membership in certain organizations.

11 I am actively involved in activities that communicate to others that I have these characteristics.

Transcendence represents the shift from viewing oneself as a separate entity to recognizing a connection with others and the broader world, including nature and future possibilities This perspective fosters a sense of unity and interconnectedness, allowing individuals to extend their identity beyond personal boundaries.

- 1 I feel like my life will be better for others (i.e., people, nature, the future) with less.

2 I feel like I am making a contribution to a better world.

3 I feel like my individual life is a part of a greater world beyond myself.

Describe what a large number of individuals are judged to be doing in certain situations

- 1 Most people I know avoid purchasing excess possession.

2 Most people I know prefer products with simplistic design.

3 Most people I know be mindful of what they choose to own.

Note: R stands for reversed coded items

Source: Collected by authors from previous studies

3.4.3 Questionnaire design, pre-test and pilot-test

Questionnaire design and pre-test

The measurement scales used in this research were initially derived from English-language literature and were subsequently adapted to align with the specific context of the study.

A pretest was conducted to refine theoretical foundations and measurement scales through consultations with a diverse panel of 10 experts in marketing from Australia and Vietnam The aim was to ensure well-developed hypotheses grounded in literature, establishing clear connections among direct, mediating, and moderating hypotheses The clarity and validity of adapted scale items were also assessed, aligning with best practices in scale development and cross-cultural adaptation While there is no universally accepted number of experts for this process, research indicates that a panel of 7 to 15 experts can effectively validate and ensure cultural appropriateness of survey items Although a minimum of three experts is advised, having more than 10 may not be necessary, as increased numbers can reduce the likelihood of universal agreement on item relevance.

The initial English survey questionnaire was crafted by adapting existing measurement scales to align with the research context To ensure the robustness of the hypotheses and the clarity of the scale items, the proposed theoretical model underwent a thorough review by three marketing/brand managers Their feedback helped refine the phrasing to be unambiguous and easily understandable in both languages This qualitative review validated the development of the hypotheses and the theoretical model, confirming the clarity and validity of the adapted scale items, resulting in a well-suited questionnaire for the research objectives.

HOW SHOULD BRANDS REACT TO CONSUMER MINIMALISTS?

Overview

This chapter offers an in-depth analysis of Essay 2, exploring brand responses to consumer minimalism It presents a conceptual model that highlights the interplay between goal pursuit—focusing on meaning versus pleasure—perceived transcendence, consumer minimalism, and positive word-of-mouth (PWOM) Four hypotheses are proposed, suggesting that the pursuit of meaning enhances perceived transcendence, which in turn mediates its impact on PWOM, while consumer minimalism serves to moderate and amplify this relationship.

The research design encompasses five experimental studies aimed at testing the hypotheses through scenarios related to technology products, tourism services, and books A total of 1,101 valid respondents participated, comprising MBA students and consumers from Vietnam and the UK.

Essay 2 employs a quantitative experimental approach, detailing the research design, participant characteristics, sampling techniques, and the experimental framework The research procedure outlines the systematic steps taken for data collection, ensuring consistency and accuracy throughout the study A manipulation check was conducted to verify the effectiveness of the independent variable manipulation, confirming the proper implementation of experimental conditions This assessment also evaluated the validity and reliability of the research instruments, with validity ensuring accurate measurement of constructs and reliability ensuring measurement consistency Finally, the hypothesis testing section utilizes SPSS PROCESS Macro for statistical analysis, applying relevant tests to evaluate the support or rejection of the research hypotheses.

The emergence of marketing-as-meaningfulness presents profound implications, providing opportunities to transform marketing practices to maintain relevance and inclusivity in evolving commercial and societal landscapes.

In 2023, consumers increasingly seek meaning in their commercial interactions, desiring brands with a clear sense of purpose and holding them accountable for practices that align with their values (Barton et al., 2018; Trudel & Cotte, 2009) Younger generations, particularly Millennials and Gen Z, prioritize purpose-driven brands that resonate with their beliefs and actively support causes they care about (Gabrielova & Buchko, 2021) Leading brands such as Nike, Dove, Patagonia, and The Body Shop exemplify this shift by addressing social and environmental issues, promoting ethical practices, and advocating for social justice, thereby establishing a significant connection with consumers and driving growth (Jeff, 2019) The goal of purpose-driven branding is to forge deeper connections with consumers by aligning with their values and aspirations, highlighting the brand's commitment to societal and environmental impact (Rebecca, 2022) This meaningful engagement attracts customers, stimulates demand, and enhances satisfaction, which is positively linked to word-of-mouth promotion (Maxham III, 2001).

While the pursuit of pleasure has long been recognized as a key driver of consumer behavior (Holbrook & Hirschman, 1982), the quest for meaning has not been as thoroughly explored by researchers However, the search for meaningfulness is a crucial motivation in human life (Rudd, Catapano, & Aaker, 2019).

The concept of meaning in life, influenced by Viktor Frankl's "will to meaning," is a key focus in positive psychology, yet its effects on various life aspects are still underexplored Meaning is a fundamental human motive, with individuals striving for purpose and experiencing despair when it is absent The pursuit of meaning not only fosters philanthropic behavior but is also associated with improved psychological well-being, helping to mitigate stress, anxiety, and depression.

Despite its significance, the concept of meaning in life remains underexplored within the marketing field Existing research primarily addresses emotional experiences such as well-being, life satisfaction, happiness, and loneliness, without fully integrating the implications for marketing strategies Most studies have concentrated on the subjective experience of meaning, leading to diverse opinions and theories, yet fail to connect these insights to marketing practices.

Research on the role of meaning-seeking in consumer behavior and marketing is limited, with Mead and Williams (2023) providing initial insights into how this pursuit influences consumers to opt for less expensive options Additionally, a conceptual study by de Bellis, Johar, and Poletti (2023a) highlights the significance of manual labor in relation to autonomous products This current research enhances the understanding of meaning-seeking's impact on customer psychology and behavior, introducing word-of-mouth as a new outcome of meaning-seeking—an influential marketing tool, particularly when contrasted with pleasure-seeking based on self-congruity theory.

This study explores the implications of meaning-seeking through the lens of self-determination theory, focusing on why and when consumers share positive experiences According to Wong (2014), the pursuit of meaning is a fundamental motivation for self-transcendence, emphasizing a desire to contribute to causes beyond oneself and to achieve profound connections through peak experiences (Dunn, White, & Dahl, 2020; Koltko-Rivera, 2006) Transcendence can be understood in two dimensions: interpersonal connections with others and temporal integration of past and future to create present meaning (Smith, Liehr, & Carpenter, 2023) The dimensions of meaning-seeking—connection, significance, and value—are closely tied to perceived transcendence Self-determination theory posits that intrinsic goals like community contribution and transcendence are fundamentally linked to self-endorsement, enhancing well-being when achieved (Deci, Ryan, & Vansteenkiste, 2008) Driven by a quest for meaning, individuals seek fulfillment through perceived transcendence, reinforcing the connections established by self-determination theory.

A meaningful life is increasingly associated with minimalism, which emphasizes reducing material possessions and consumption (Millburn & Nicodemus, 2015) This lifestyle movement focuses on sustainability and ethical consumption, prompting individuals to continually assess whether their belongings and relationships add value to their lives (Duong et al., 2023) As minimalism gains traction, marketers face challenges in aligning their products with consumer expectations for meaningfulness This study explores how brands respond to consumers who prioritize minimalism in their values, contrasting previous research on consumer reactions to minimalist marketing (Chen & Liu, 2023) Grounded in self-determination theory, this research highlights how consumers share meaningful products through word-of-mouth, as these items fulfill their intrinsic needs and contribute positively to their communities, thus enhancing their sense of transcendence.

The concept of meaning encompasses two distinct facets: meaning in life and the meaning of life Meaning in life pertains to individuals' subjective judgments about their own experiences, while the meaning of life refers to the broader existential purpose attributed to human existence Psychological research focuses on understanding what contributes to people's sense of meaning in their lives, rather than delving into philosophical inquiries about the purpose of life itself.

Based on a summary of prior studies in terms of meaning in life, there are two types of research: the experience of meaning and pursuit of meaning (Mead & Williams,

In 2023, the distinction between the experience of meaning and the pursuit of meaning is crucial; the former relates to the outcome of feeling one's life is meaningful, while the latter focuses on the process of enhancing that meaning While much of the research has concentrated on the experience of meaning within positive psychology, it is widely acknowledged that individuals actively seek meaning in their lives Current studies highlight the psychological benefits of meaning, such as reducing loneliness and fostering connections with family, alongside other sources like career, finances, spirituality, friendships, and hobbies However, there remains a significant gap in understanding the pursuit of meaning within the realms of marketing and consumer behavior.

While the significance of meaning in life is widely recognized, research on its effects in the marketplace remains scarce In marketing, meaningfulness refers to the relevance and purposefulness that products or services hold in consumers' lives, helping them manage personal and professional aspects effectively Notably, the contributions of Mead and Williams are among the few that explore this concept.

In 2022, research revealed that individuals seeking meaning often prefer more affordable options, prompting them to reconsider their financial choices This study uniquely compares the motivations of meaning and pleasure, emphasizing their convergence in enhancing word-of-mouth (WOM) communication It introduces psychological mechanisms, particularly perceived transcendence, that facilitate the sharing behaviors of customers, especially in a minimalist context The findings clarify the conditions under which the pursuit of meaning significantly influences WOM compared to pleasure, thus enriching the literature on emerging determinants of WOM, recognized as a powerful communication tool for consumers (Yang et al., 2012).

Conceptual model and hypotheses developments

This essay presents a conceptual model that explores the relationships between goal pursuit—specifically the balance between meaning and pleasure—and perceived transcendence It highlights how these factors contribute to positive word-of-mouth (PWOM), with consumer minimalism acting as a moderating influence, all grounded in self-determination theory (SDT).

In Vietnam, the unique cultural and historical context significantly influences consumer behavior, as illustrated in Figure 4.1 The country's rich Buddhist and Confucian traditions prioritize the pursuit of meaning and purpose over mere pleasure (TravelVietnam, 2024) Consequently, Vietnamese consumers who focus on meaningful purchases are more likely to experience a sense of transcendence (Hypothesis 1), reflecting values of simplicity, non-materialism, and a higher purpose This connection between personal values and consumer choices is further strengthened by the legacy of influential leaders like Ho Chi Minh, who embodied a minimalist lifestyle and strong moral principles (Kien, 2021).

In Vietnam's collectivistic culture, perceived transcendence plays a crucial mediating role in the relationship between goal pursuit and positive word-of-mouth (PWOM) Vietnamese consumers who engage in meaning-driven purchases often feel a heightened sense of transcendence, leading them to share their experiences and recommend products or services to others This inclination stems from a stronger connection to their community and a desire to enhance collective well-being, making this effect more pronounced in Vietnam compared to individualistic societies like the United Kingdom.

To enhance the validity of the study conducted in Vietnam, it is crucial to test the hypotheses within a different cultural framework, such as the United Kingdom This comparative analysis will allow researchers to evaluate the generalizability of the findings and uncover cultural variations that may affect the relationships among goal pursuit, perceived transcendence, consumer minimalism, and positive word-of-mouth (PWOM).

The pursuit of meaning in goal-directed activities spans psychology, philosophy, and consumer behavior, with Fowers (2010) distinguishing between constitutive and instrumental goal pursuits Constitutive goal pursuit involves actions intrinsically linked to the goal, while instrumental goal pursuit separates means from ends Aristotle (1999) cautioned that a life focused solely on instrumental pursuits lacks richness and fulfillment, arguing that pleasure can lead to a cycle of desire that detracts from authentic happiness and virtue (Van Riel, 1999) Humans possess inherent goodness and kindness (Hamlin et al., 2007), and adopting a constitutive goal orientation fosters a flourishing life This orientation promotes actions aimed at overall well-being, encouraging individuals to seek transcendence over mere pleasure Consequently, in consumer behavior, those with a constitutive goal orientation are more likely to engage in prosocial behaviors that enhance the well-being of others and support personal growth.

Self-determination theory (SDT) highlights that consumers seeking meaning in their purchasing decisions experience greater perceived transcendence compared to those who focus solely on pleasure This theory emphasizes the importance of intrinsic motivation, suggesting that individuals who align their purchases with personal values and goals derive deeper satisfaction and fulfillment from their choices.

When consumers seek meaning in their purchases, they fulfill their need for relatedness by choosing products that connect them to something greater, which enhances their sense of perceived transcendence In contrast, those who focus on pleasure in their buying decisions may prioritize autonomy and competence, but this may not lead to the same level of transcendence Self-congruity theory suggests that consumers prefer brands that resonate with their self-concept, leading them to select products that reflect their values and desired self-image This alignment fosters greater self-congruity and perceived transcendence, as meaningful purchases create a stronger connection to something larger Conversely, pleasure-seeking consumers may miss out on this self-congruity and relatedness, resulting in lower perceived transcendence The integration of Self-Determination Theory (SDT) and self-congruity theory underscores how pursuing meaningful purchases enhances perceived transcendence by aligning personal values with consumer behavior.

Consumers who prioritize meaning in their purchases often seek a connection to something larger than themselves, fostering feelings of transcendence (Mead & Williams, 2023) In contrast, pleasure-driven pursuits, focused on immediate gratification, tend to be more self-centered and less likely to create a sense of community connection (Duong et al 2023; Kim, Kang, & Choi, 2014) The pursuit of meaning reflects an individual's belief in their existence's value beyond personal enjoyment, contributing to a broader sense of purpose (Mead & Williams, 2023) This connection with the external world, which encompasses past, present, and future selves, enhances the feeling of transcendence (Baumeister et al., 2013) Consequently, individuals engaged in meaning-generating activities often perceive themselves as interconnected with others and the environment, suggesting a stronger association with transcendence compared to those focused on pleasure-generating activities This essay investigates the proposed hypothesis.

H1: Consumers who pursue meaning (versus pleasure) in their purchasing goals feel higher (versus lower) perceived transcendence.

The pursuit of meaning in consumer behavior fosters a sense of perceived transcendence, leading to increased positive word of mouth (PWOM) compared to the pursuit of pleasure When consumers seek meaning in their purchases, they feel a connection to something greater, enhancing their experience and motivating them to share their insights with others Research shows that motives focused on finding meaning in life yield different outcomes than those centered on pleasure (Pearce, Huta, & Voloaca, 2021) While both hedonic and eudaimonic qualities provide benefits, eudaimonic pursuits create a deeper sense of fulfillment and connection beyond oneself (Henderson, Knight, & Richardson, 2013; Pearce, Huta, & Voloaca, 2021) Transcendence, characterized by a profound connection to something greater, is essential in this context (Castelo, White, & Goode, 2021) Ultimately, the pursuit of meaning leads to a heightened sense of transcendence and connection.

Research indicates that individuals are more inclined to share word-of-mouth about symbolic products compared to utilitarian ones The disparity between actual and ideal knowledge also increases the likelihood of discussions within a domain Furthermore, eudaimonic orientation, which focuses on meaning, is associated with broader concerns such as future time perspective and high-level thinking, more so than hedonic orientation This implies that meaning-seekers engage in word-of-mouth not only to express their identity but also to reflect their aspirations Consequently, consumers who prioritize meaning over pleasure are more likely to experience a sense of transcendence, which enhances their tendency to share positive experiences and recommend products, ultimately boosting positive word-of-mouth.

Consumers who prioritize meaning over pleasure in their purchasing decisions tend to experience a heightened sense of transcendence This increased perceived transcendence significantly boosts their likelihood of engaging in positive word of mouth, promoting their experiences to others.

Consumer minimalism, as defined by Wilson and Bellezza (2022), emphasizes the mindful acquisition of a few carefully chosen possessions, promoting sparse aesthetics This lifestyle positively impacts emotional well-being (Shafqat et al., 2023), flourishing, and depression (Kang et al., 2021), while enhancing perceived transcendence (Duong et al., 2023) By prioritizing meaning over pleasure, minimalists often question the value of their possessions, asking, "Does this thing add value to my life?" (Millburn & Nicodemus, 2015), which aligns with their focus on meaningful consumption Minimalists meet their essential needs without accumulating wealth, allowing them to concentrate on what truly matters (Kang et al., 2021) This pursuit of deeper meaning drives individuals to seek long-term fulfillment over instant gratification (Mead & Williams, 2023) As they align their consumption with a larger purpose, minimalists avoid meaningless purchases, focusing instead on their environmental and societal impact (Duong et al., 2023; Wilson & Bellezza, 2022) Ultimately, those who embrace minimalism and seek meaning are likely to experience a heightened sense of transcendence compared to those who pursue mere pleasure.

Consumer minimalism enhances the relationship between meaningful consumption and a sense of transcendence Individuals who practice minimalism prioritize intentional purchases over unnecessary indulgences, aligning their consumption with their search for significance (Wilson & Bellezza, 2022) By focusing on what truly matters and assessing the value of their possessions, minimalists often experience a heightened sense of transcendence (Millburn & Nicodemus, 2015) Their consumption choices are influenced by a desire for lasting satisfaction and overall well-being (Mead & Williams, 2023), allowing them to view themselves within a broader context that extends beyond the self (Duong et al., 2023) This pursuit of meaning enriches their sense of transcendence and strengthens their connection to a larger existence beyond mere personal identity.

Hence, the following Hypothesis was proposed:

H3: Perceived transcendence is heightened when consumers who pursue meaning (versus pleasure) in their purchasing goals have a higher (versus lower) level of consumer minimalism.

Hypotheses 2 and 3 establish a basis for the moderated mediation effect in Hypothesis 4, suggesting that consumer minimalism impacts the indirect relationship between goal pursuit and positive word-of-mouth (PWOM) through perceived transcendence Minimalists prioritize essential possessions and meaningful experiences, aligning their consumption with fundamental needs rather than wealth accumulation (Wilson & Bellezza, 2022; Kang et al., 2021) By engaging in ethical and sustainable consumption, minimalists cultivate a sense of connection to a greater purpose, avoiding purposeless consumerism and momentary gratification (Duong et al., 2023) This commitment to meaning enhances their sense of transcendence, leading them to recommend products or services to others, thereby amplifying PWOM.

Consumer minimalism enhances the positive indirect relationship between the pursuit of meaningful goals and positive word-of-mouth, mediated by perceived transcendence This effect intensifies as consumer minimalism increases, suggesting that individuals who embrace minimalism are more likely to share favorable experiences when their goals align with deeper values rather than mere pleasure.

Research methods

In our research, we conducted five studies to test our hypotheses and expectations, summarized in Table 3.2 This experimental approach, focusing on variable outcomes like positive word-of-mouth, offers a practical perspective that complements the primary psychological insights presented in Essay 1.

Five experimental studies were conducted to explore the effects of goal pursuit on perceived transcendence Studies 1a and 1b focused on different contexts—technology (laptops) and tourism (trips)—to test Hypothesis 1 In Studies 2a and 2b, the mediating role of perceived transcendence was established, providing further insights into Hypothesis 2, with Studies 1a and 2a set in Vietnam and Studies 1b and 2b in the UK for cross-cultural validation Finally, Study 3 utilized a book context to investigate Hypotheses 3 and 4, examining how consumer minimalism moderates the relationship between goal pursuit, perceived transcendence, and positive word-of-mouth, thereby testing the full theoretical model.

The choice to include diverse subject groups, such as students and consumers, in experiments is intentional and strengthens the research's robustness and generalizability while reducing biases Student samples are commonly utilized in laboratory settings to explore general principles, consumer preferences, and personality traits In contrast, field experiments involving real consumers or managers enhance experimental realism and provide behavioral insights, addressing the attitude-behavior gap often seen with self-reported intentions in hypothetical scenarios However, field experiments may lack the control found in laboratory settings, making lab experiments with student samples preferable for testing specific mechanisms and ensuring high internal validity (Viglia, Zaefarian, & Ulqinaku, 2021).

Vietnam and the UK serve as valuable settings for exploring the cross-cultural relevance of research findings, representing Asian and Western traditions, respectively (Nguyen et al., 2021) The consistent outcomes from Studies 1 and 2 affirm the applicability of these findings across both cultural contexts Previous research has employed similar methodologies to assess the cross-cultural applicability of their results (Alexandra et al., 2017; Septianto et al., 2020; Sun, Foscht, & Eisingerich, 2021) As an emerging economy with significant development potential, Vietnam presents unique opportunities for such investigations (Ngo & O'Cass).

The World Bank (2022) highlights the dynamic nature of Asia's economy, particularly in contrast to the United Kingdom, which boasts a well-established retail market valued at over £400 billion (Sabanoglu, 2022) Analyzing these two distinct markets provides valuable insights into the cross-cultural applicability of economic findings.

Table 4.2 Overview of studies in Essay 2.

Research context Sample size Procedure and measures Data analysis Findings

203 students 76.4% female 1 The PR article description

One-way ANOVA PR articles promoting laptop that emphasize meaning (vs pleasure) as a purchasing goal elicited greater perceived transcendence among participants.

240 consumers 43.3% female 1 The PR article description

Participants who experience heightened perceived transcendence while pursuing meaning in their trip booking goals are more likely to engage in positive word-of-mouth compared to those focused on pleasure.

218 students 68.3% female 1 The advertisement description

One-way ANOVA Regression analysis based on a bootstrapping method (PROCESS Model 4)

241 consumers 53.1% female 1 The advertisement description

One-way ANOVA Regression analysis based on a bootstrapping method (PROCESS Model 4)

Perceived transcendence will be heightened when participants, who pursue meaning (vs pleasure) in their purchasing goals of book have a higher (vs lower) level of consumer minimalism.

Participants with a higher level of consumer minimalism, when focused on meaningful purchasing goals rather than pleasure, experience a greater sense of perceived transcendence This heightened transcendence leads to increased engagement in positive word-of-mouth communication.

4 Positive word-of-mouth scale

One-way ANOVA Regression analysis based on a bootstrapping method (PROCESS Model 1, Model 7)

Using the scale below, how likely would you be to do any of the following …

1 I would say positive things about this [product]

2 I would recommend this [product] to others.

3 I would recommend this [product] to someone else who seeks my advice.

Adapted from Alexandrov et al (2013)

If you had a [product] that add meaning/pleasure to your life, similar to the one in the article/advertising/scenario, how would it make you feel?

1 I feel like my life will be better for others (i.e., people, nature, the future).

2 I feel like I am making a contribution to a better world.

3 I feel like my individual life is a part of a greater world beyond myself.

Adapted from Dunn et al (2020)

Please indicate the extent to which you agree or disagree about yourself with the following statements.

1 I would avoid purchasing excess possessions.

2 I prefer products with a simplistic design.

3 It’s important for me to be thoughtful about what I choose to purchase.

Wilson and Bellezza (2022)Gong et al (2023)

In a series of experiments (1a, 1b, and 3), students from a national Vietnamese university participated for course credit, while experiments 2a and 2b involved consumers recruited via the Prolific platform The research employed a single-factor goal pursuit design, focusing on the distinction between meaning and pleasure, utilizing a between-subjects approach A simple random sampling method was implemented, ensuring that the sample size for each experiment met the established minimum requirements as specified by Eisend.

In a study on consumer behavior, the average effect size was found to be r = 0.284 (transformed f = 0.296), which was used in G*Power software to determine the necessary sample size A priori analysis with α = 0.05 and β = 0.8 indicated that a minimum of 92 participants was required for Study 1 Students volunteered for the first experiment, receiving 30,000 VND (approximately 1.23 USD) via the Momo app as compensation, along with the chance to earn extra course credit For the second and third experiments, participants from Prolific were also volunteers, and all subjects were randomly assigned to either the pursuit of meaning or pleasure conditions.

Figure 3.2 illustrates the research method through a detailed flowchart that outlines the survey research process This method is organized into six key stages, starting with a comprehensive literature review and concluding with the derivation of conclusions and implications Further details on the research design flowchart are provided below.

This research involved a thorough review of relevant literature, focusing on goal pursuit of meaning and its connections to positive word-of-mouth, minimalism, and perceived transcendence.

● Second, based on these comprehensive reviews of related literature, the research problem, research gaps, and research objectives were clearly identified.

● Third, following the identified research gaps, the research constructs, theoretical model, and hypothesized statements are proposed

The stimuli manipulation aimed at exploring the pursuit of meaning and pleasure was developed through a scenario-related one-factor between-subjects experiment This approach, slightly adapted from established studies, effectively measured the constructs within the proposed theoretical framework The identified measurement scales and manipulation techniques significantly enhanced the data collection process.

Quantitative analyses, including one-way ANOVA for manipulation checks and Hayes-based regression using PROCESS Models 1, 4, and 7, are employed to evaluate testable hypotheses This is followed by discussions of the results and their implications for future research.

Scenario-based between-subject experiments utilized various formats, such as short texts, press releases, and advertisements, to portray realistic situations aimed at eliciting specific emotional or cognitive responses from study participants (Hein et al.).

In a study conducted in 2010, participants engaged in a reading task designed to explore the pursuit of meaning versus pleasure After consenting to participate, they were randomly assigned to either a meaning-seeking or pleasure-seeking condition, where they read a passage aimed at inducing their respective goals The reading passages highlighted essential components of meaning and pleasure, with keywords like "meaningful" emphasized to guide participants in their search for meaning or enjoyment related to specific consumption products.

“fulfilled,” while for pleasure, “funny,” and “pleasurable These words are appropriately used based on different object contexts (i.e., laptop, trip, book).

CONCLUSION AND IMPLICATIONS

Overview

This conclusion synthesizes the research findings, highlighting the theoretical, managerial, and practical implications, while also addressing limitations and suggesting future research avenues The two essays collectively provide a comprehensive understanding of minimalist consumption The first essay uncovers the motivational factors and perceived benefits that draw consumers to minimalism, while the second essay offers marketers insights on influencing brand perception and fostering positive consumer responses within this niche market.

This dissertation explores consumer minimalism and its effects on perceived transcendence and consumer behaviors through two studies The first study establishes a framework based on self-determination theory, identifying moral identity and descriptive norms as key factors in the relationship between minimalism and perceived transcendence The second study expands on these findings, demonstrating how marketers can leverage the pursuit of meaning to engage minimalist consumers, thereby enhancing perceived transcendence and fostering positive word-of-mouth Results show that focusing on meaningful goals rather than mere pleasure boosts advocacy behaviors among minimalist consumers Together, these studies provide a comprehensive understanding of minimalist consumption and offer strategic insights for marketers to effectively connect with this growing consumer trend.

The 2023 Euromonitor report, "Global Consumer Types: Minimalist Seeker," validates the growing trend of minimalism among 18% of global consumers, highlighting its focus on simplicity, sustainability, and conscientious consumption This movement emphasizes the importance of purpose and meaning, as minimalist seekers prioritize experiences and relationships over material possessions, leading to a more fulfilling life Research indicates that the pursuit of meaning fosters a greater sense of transcendence, further linking minimalism to responsible consumerism Minimalists are more aware of their ecological footprint and strive for sustainable practices, enhancing communal well-being and promoting a conscientious consumer culture Their preference for quality over quantity drives positive word-of-mouth for brands that align with their values, reinforcing brand loyalty Overall, the case study underscores minimalism's significant impact on individual well-being, sustainability, and consumer behavior, marking it as a crucial trend in today's market.

Essay 1

This research explores the motivational factors and perceived benefits that draw consumers to minimalism, highlighting its role in fulfilling the aspiration for transcendence, a key need in Maslow's hierarchy The study reveals that minimalism enhances communal well-being and values beyond the individual, with moral identity acting as a mediator and descriptive norms as a moderator in the relationship between minimalism and transcendence These insights contribute to the understanding of how minimalism influences consumer well-being and sustainability, offering theoretical advancements in minimalism literature, management strategies for engaging minimalist consumers, and practical approaches to promoting simplicity for improved well-being and sustainability.

This research significantly advances the understanding of minimalism by being the first to apply self-determination theory to explore the motivational goals of minimalist consumers It identifies the aspirations that drive individuals toward a minimalistic lifestyle, highlighting how such a lifestyle can fulfill the need for transcendence, the highest level in Maslow's hierarchy The findings reveal a positive association between minimalism and perceived transcendence, contributing to the existing literature and providing deeper insights into the motivations behind minimalistic consumption.

Recent studies in 2023 indicate that consumer minimalism positively impacts emotional well-being This research highlights how minimalism can facilitate a sense of transcendence, contributing to community well-being and promoting values that extend beyond individual self-interest.

This study diverges from Kang et al (2021) by examining the role of an autonomous motivational process in achieving emotional well-being, rather than a control motivational process Chen and Wei (2022) identified the 'need for autonomy' as a mechanism linking minimalistic appeal and brand personality, yet the current research focuses on a specific form of autonomy—moral autonomy Supported by Deci, Ryan, and Vansteenkiste, this study highlights how motivation fosters well-being and introduces a unique perspective on how moral identity influences the relationship between minimalism and self-transcendence Additionally, findings from Zalewska and Cobel-Tokarska (2016) suggest that consumers adopt a minimalistic lifestyle due to its perceived moral implications, reinforcing the notion that minimalism can enhance moral identity.

This study introduces a framework that elucidates the connection between minimalism and perceived transcendence, highlighting the significant role of descriptive norms as key factors influencing individuals' highest needs It is the first research to empirically examine these relationships, identifying descriptive norms as a crucial moderator that motivates consumers to achieve their goals According to Self-Determination Theory (SDT), societal norms aid in the internalization of values, with findings indicating that minimalist consumers internalize the value of collective well-being when surrounded by social norms that prioritize altruism Consequently, consumers experience a heightened sense of transcendence when they recognize that society places a high value on collective well-being.

The study's findings offer significant insights for managers, particularly in marketing, by enhancing the understanding of minimalist consumers It highlights the importance of minimalism in fulfilling the desire for transcendence, suggesting that a deeper grasp of its foundational principles can aid marketers in effectively engaging with this demographic To tap into the growing minimalist market, marketers must adopt strategies that resonate with consumers who prioritize minimalism amidst the complexities of digital product attributes, technological advancements, and a shift toward a lifestyle that embraces reduced needs for belonging (Wilson & Bellezza, 2022).

To effectively target minimalist consumers, marketers should consider expanding their product lines to emphasize minimalistic designs that prioritize functionality, timelessness, simplicity, and sophistication By aligning products with sustainability concepts that promote societal well-being, community welfare, and ethical principles, brands can resonate deeply with this audience Additionally, marketing communications that showcase the brand's commitment to these higher ideals can create a sense of collective purpose among minimalist consumers By framing consumption as a means of fostering positive change, marketers can elevate their products from mere possessions to powerful tools for self-transcendence.

The minimalist consumer scale developed in this study serves as a valuable tool for segmenting and targeting consumers based on their minimalist values This 12-item scale highlights key aspects of minimalism, including limited ownership, mindful consumption, and a preference for minimalistic aesthetics By leveraging this scale in market research, businesses can effectively identify promising consumer segments for targeted minimalist marketing strategies and tailored product offerings.

Marketers can enhance the appeal of minimalist lifestyles by emphasizing descriptive norms that showcase minimalism as a popular and respected choice among consumers This approach can increase its adoption, as research indicates a connection between perceived transcendence and minimalist living By creating inspirational marketing content on social media that highlights the lifestyles of minimalist consumers and promotes the burgeoning minimalist movement, marketers can effectively tap into bandwagon effects, encouraging more individuals to embrace this lifestyle.

The research highlights that moral identity serves as a mediator between consumer minimalism and transcendence, suggesting that companies can benefit from corporate social responsibility initiatives and purpose-driven marketing By showcasing genuine commitment to sustainability, fair trade, and charitable efforts, brands can increase their appeal to ethically-minded minimalist consumers who prioritize transcendent consumption Overall, these insights reveal significant opportunities for brands to connect with the growing minimalist market segment.

This study emphasizes the importance of minimalism in consumption as a key to well-being and sustainability for future generations By encouraging consumers to adopt an ecological mindset, it highlights the need for mindful shopping that reduces excessive consumption and fosters meaningful social connections within communities Embracing a collective approach of "all for us" rather than "all for me" can mitigate the severe ecological consequences of impulsive purchasing, which include the escalation of infectious diseases, natural disasters, and climate change, ultimately threatening the planet's survival.

Assessment (EIA), there will be more plastic in the ocean than in fish by 2050.

To promote parsimonious consumption behaviors, enterprises, organizations, and individuals can implement practical strategies Enterprises can encourage minimalist consumption by developing durable, recyclable, and repairable products, which enhances perceived value and reduces environmental impact By focusing their marketing on the quality and sustainability of their offerings, companies can shift consumer preferences away from excessive consumption Additionally, organizations and community groups can support frugal consumption through resource exchange platforms like tool libraries, clothing exchanges, and community gardens, enabling access to essential items without the need for private ownership, thereby fostering community collaboration and reducing overall consumption.

The findings of this study have significant implications for policymakers, particularly in relation to the UN's 12th Sustainable Development Goal, which aims for more sustainable consumption (Voola et al., 2022) Emphasizing the psychological benefits of minimalistic consumption, the study suggests that as more citizens adopt minimalistic values, they will experience greater transcendence To achieve global sustainability goals, it is crucial for policymakers to enhance public awareness and implement effective strategies that encourage consumers to consume mindfully, make informed choices, and prioritize durability When public awareness reaches a 'critical mass,' influenced by social norms, the shift from overconsumption to sustainable practices can begin.

This study highlights significant contributions to understanding consumer psychology in relation to minimalism, yet it acknowledges several limitations that warrant further investigation Primarily, the focus on consumer psychology offers limited insights, suggesting future research should employ empirical experiments to analyze consumer responses to minimalist brands in advertising and point-of-sale materials Additionally, while cultural differences are known to impact perceptions of minimalism, the study's concentration on Vietnam necessitates cautious generalizations, indicating a need for research across diverse cultural contexts Lastly, the absence of a well-established scale for measuring minimalism presents an opportunity for scholars to develop a comprehensive framework that accurately assesses various typologies of minimalism, thereby enhancing the validity of research findings.

Minimalism holds significant cultivation value that can enhance humanity's future well-being By fostering self-awareness and recognizing our interconnectedness, it broadens our moral identity from individual to collective.

Essay 2

This study explores how goal pursuit impacts perceived transcendence and positive word-of-mouth, with consumer minimalism serving as a moderating factor Through five experimental studies across various product categories and formats in two countries, the findings reveal that consumers experience greater transcendence when pursuing meaning over pleasure Additionally, those who perceive heightened transcendence from meaning-oriented pursuits are more inclined to share positive word-of-mouth Notably, this relationship is amplified for consumers with higher levels of minimalism, highlighting a moderated mediation effect.

This study provides numerous noteworthy theoretical advances in the literature on meaning, consumer behavior, and business ethics

This study explores the application of the concept of meaning in consumer behavior, marking one of the initial investigations into its implications for consumption It enhances the understanding of how the pursuit of meaning and pleasure uniquely influences consumer experiences Unlike previous research that has mainly concentrated on the experiential aspects of meaning, this study offers new insights into the characteristics and outcomes of seeking meaning in consumption.

In 2014, research highlighted the importance of actively seeking meaning, distinguishing it from the pursuit of pleasure and its outcomes This study identified a mechanism linking the pursuit of meaningful goals to specific consumer behaviors, notably the engagement in positive word-of-mouth (PWOM).

Research indicates that the connection between the pursuit of meaning and Positive Word of Mouth (PWOM) is significantly influenced by the perception of transcendence This study enhances academic literature by broadening the understanding of PWOM antecedents beyond self-related factors It highlights the mediating role of perceived transcendence, which includes concern for others and a connection to something greater than oneself Consequently, individuals who seek meaning and experience perceived transcendence are more inclined to engage in PWOM, driven not only by self-interest but also by a genuine desire to contribute to the greater good and share meaningful experiences with others.

This study identifies minimalism as a significant boundary condition, an area that has not been extensively examined in previous research This finding deepens our understanding of the consumer traits and situations where the quest for meaning can influence consumer emotions and behaviors more profoundly than the pursuit of pleasure.

This study enhances the literature by revealing a moderating mediation effect, where the indirect influence of meaning-seeking on positive word-of-mouth (PWOM) through perceived transcendence is moderated by consumer minimalism It indicates that the effects of meaning-seeking on consumer behavior vary based on individual values and lifestyle choices, particularly minimalism For those who prioritize minimalism, the quest for meaning significantly boosts perceived transcendence and PWOM more than the pursuit of pleasure This finding deepens our understanding of how the dynamics between goal pursuit (meaning versus pleasure), perceived transcendence, and consumer traits like minimalism shape consumer behavior, emphasizing the importance of meaning in consumer well-being beyond traditional focuses on happiness or pleasure.

This research explores the impact of meaning-seeking versus pleasure-seeking on interpersonal communication, particularly in the context of PWOM (positive word-of-mouth) The findings provide valuable insights for marketing practitioners and branding managers, enabling them to develop more effective branding strategies that align with customers' motivations for seeking meaning over pleasure.

This research highlights how managers can enhance strategy communications by focusing on the meaning-related attributes of products or services instead of solely on pleasure-based characteristics By targeting the right customer groups, brand managers can boost positive word-of-mouth Integrating meaning into brand narratives and storytelling allows brands to connect with meaning-seeking consumers, demonstrating how their offerings contribute to a larger purpose, encourage growth, and promote social connectedness, ultimately inspiring these consumers to become brand advocates.

Research indicates that pursuing meaning rather than pleasure leads to greater perceived transcendence, which enhances positive word-of-mouth (PWOM) By understanding the psychological factors behind perceived transcendence and PWOM, companies can foster genuine relationships with customers, creating a sense of belonging that goes beyond transactions Brands can promote this transcendence by offering customers experiences that evoke feelings of selflessness and social good, particularly through purpose-driven campaigns that highlight their commitment to meaningful causes By aligning with social, environmental, or humanitarian initiatives, companies can connect with meaning-seeking consumers, inspire their transcendental experiences, and encourage favorable word-of-mouth, ultimately enriching individual identities and enhancing customer loyalty.

It is unrealistic to assume all customers respond identically to meaning-based versus pleasure-based product features Research shows that individuals with minimalistic lifestyles experience a stronger sense of transcendence from meaning-based pursuits Companies should tailor their marketing strategies to resonate with these consumers, enhancing positive word-of-mouth through meaningful product appeals By focusing on a brand purpose that aligns with consumers' values, marketers can foster positive communication behaviors, such as information sharing and purchases Developing product categories centered on minimalism, emphasizing simplicity and functionality, can attract those who prioritize meaningful living Additionally, promoting user-generated content from minimalist consumers can create relatable narratives that resonate with similar audiences Partnering with influencers who embody a minimalistic lifestyle can further enhance brand credibility and align products with a purpose-driven ethos, ultimately expanding the brand's impact within minimalist consumer niches.

While studies on prioritizing meaning-seeking over pleasure-seeking in PWOM provide valuable insights, they have notable limitations, particularly regarding external validity due to their controlled settings These artificial environments may not accurately reflect the complexities of real-world consumer decision-making To improve the generalizability of findings, future research should incorporate field experiments or simulations that mimic actual market conditions Collaborating with brands and industries to create authentic stimuli could further enhance this research approach.

A significant limitation in experimental studies is the homogeneity of participant samples, often derived from convenience sampling, which may not accurately reflect the diverse demographics and psychographics of the broader consumer market To overcome this challenge, future research should focus on diversifying participant samples, taking cultural variations into account, and examining how individual differences affect the efficacy of meaning-seeking versus pleasure-seeking marketing strategies Additionally, understanding the moderating variables, such as product category and cultural context, is crucial, as these factors can significantly influence the success of meaning-seeking marketing approaches.

The temporal dynamics of meaning-seeking marketing strategies' impact on word-of-mouth require deeper investigation Longitudinal studies can reveal whether these effects are temporary or long-lasting, highlighting the sustainability of such tactics Understanding how consumer perceptions change over time is crucial, as it informs how marketing strategies must evolve to remain effective.

Future research should explore minimalist approaches across various demographic groups, including age, gender, and income level, to help marketers devise targeted strategies that resonate with specific segments (Dopierała, 2017) Understanding the unique motivations, preferences, and behaviors of these segments will enable marketers to develop tailored offerings and communication strategies that effectively engage minimalist consumers.

The search for meaning is a vital human necessity that shapes our lives and choices This study highlights the shift towards meaningful consumption, aiming to craft experiences that resonate deeply with consumers, particularly minimalists By focusing on this approach, we enhance business success while promoting individual well-being and societal fulfillment.

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