Tóm Tắt Luận Án Tiếng Anh Unlocking The Power Of Less From Psychological Insights To Marketing Implications.docx

Research Gaps Despite extensive research on materialism, there exists a significant gap in thein-depth understanding of the psychological insights and motivations behindconsumer minimali

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY

DUONG THI THUY TRANG

UNLOCKING THE POWER OF LESS:

FROM PSYCHOLOGICAL INSIGHTS TO MARKETING IMPLICATIONS

SUMMARY OF DISSERTATION

Major: COMMERCE BUSINESSCode: 9340121

DOCTORAL DISSERTATION SUMMARY

HO CHI MINH CITY – 2024

The dissertation is completed at: University of Economics Ho Chi Minh City (UEH)

Academic supervisors: Associate Professor Tran Mai Dong & Associate Professor Ngo Viet Liem

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The dissertation will be defensed before the university-level dissertation evaluation council at: ………

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CHAPTER 1 – INTRODUCTION1.1 Research problems

The research problems addressed in this thesis stem from the detrimentalenvironmental consequences of excessive materialism and overconsumption,which have jeopardized the attainment of the Sustainable Development Goals(SDGs) (Almond, Grooten, & Peterson, 2020) This predicament necessitates aparadigm shift away from materialism toward more conscious and sustainableconsumption habits Minimalism, as an emerging alternative form ofconsumption, emphasizes mindful acquisition and ownership of fewpossessions, favoring a minimalist aesthetic (Wilson & Bellezza, 2022) Whileminimalist consumers typically endorse sustainability and exhibit concern fortheir environmental and societal impact, there is a lack of comprehensiveunderstanding regarding the psychological underpinnings and motivations thatdrive consumer minimalism Additionally, the specific factors influencing theadoption of minimalist lifestyles remain relatively unexplored These researchproblems are further compounded by the scarcity of knowledge on howbusinesses and brands can effectively respond to and capitalize on theminimalist movement, hindering their ability to cater to the unique needs andpreferences of minimalist consumers

1.2 Research Gaps

Despite extensive research on materialism, there exists a significant gap in thein-depth understanding of the psychological insights and motivations behindconsumer minimalism While the existing literature has primarily focused on therelationship between minimalism and sustainability, environmentalconsciousness, and anti-consumption behaviors, a comprehensive exploration ofthe underlying psychological mechanisms that drive minimalist tendencies islacking (García-de-Frutos, Ortega-Egea, & Martínez-del-Río, 2018; Iyer &Muncy, 2009; Martin-Woodhead, 2022; Meissner, 2019) Furthermore, there is

a paucity of research investigating the specific factors and antecedents thatinfluence individuals to adopt minimalist lifestyles, leaving a theoretical gap inthis emerging field of study Despite the significance of psychology of

minimalist consumers, there is still a lack of knowledge about the “ultimategoal,” basic yet profound gaps suggested by prior studies that consumers reachwhen they integrate minimalistic values into their consumption.

Thus, research gap 1 of this dissertation is the ultimate goal of minimalisticconsumption (i.e., perceived transcendence)

From a practical standpoint, the growing popularity of minimalism as a lifestyletrend, particularly among millennials and in industrialized nations, creates apressing need for businesses and brands to adapt their strategies to effectivelytarget and engage with this burgeoning market segment However, there is ascarcity of research providing insights and recommendations on how brands canincorporate minimalism into their branding, marketing, and productdevelopment strategies, thereby creating a knowledge gap that hinders theirability to connect with and serve minimalist consumers effectively

Thus, research gap 2 of this dissertation: How marketers react to consumers whoincorporate minimalism into their values through marketing communication

1.3 Research Objectives

The overarching objective of this thesis is to bridge the theoretical and practicalgaps in the study of consumer minimalism Specifically, it aims to delve into thepsychological insights and motivations underpinning minimalist behavior,thereby contributing to the expansion of knowledge in this emerging field Byinvestigating the underlying psychological mechanisms and antecedents thatdrive the adoption of minimalist lifestyles, this research endeavors to provide acomprehensive understanding of the factors shaping consumer minimalism.From a practical perspective, the thesis seeks to offer insights andrecommendations for businesses and brands on how to effectively respond toand capitalize on the minimalist movement By exploring strategies forincorporating minimalism into branding, marketing, and product development,the research aims to equip companies with actionable knowledge to betterconnect with and serve the needs of minimalist consumers

Furthermore, the thesis will focus on examining the unique factors influencingminimalist behavior in the Vietnamese context, where minimalism is a nascentphenomenon By investigating the cultural and societal nuances that shapeminimalist tendencies in this specific market, the research aims to contribute tothe understanding of consumer minimalism in an emerging economy, providingvaluable insights for businesses and policymakers seeking to promotesustainable consumption practices.

1.4 Research Questions

To address the identified research problems, gaps, and objectives, this thesis willexplore the following research questions:

1 To what extent does consumer minimalism affect perceived transcendence?

2 How does consumer minimalism affect perceived transcendence?

3.Under which conditions does consumer minimalism affect perceivedtranscendence?

4 To what extent does goal pursuit influence perceived transcendence?

5 To what extent consumer minimalism moderates the relationships among goalpursuit, perceived transcendence, and positive word of mouth?

By investigating these research questions, the thesis aims to contribute to thetheoretical understanding of consumer minimalism by elucidating thepsychological underpinnings and motivations behind this phenomenon.Additionally, it seeks to provide practical insights for businesses and brands toadapt their strategies and effectively cater to the growing segment of minimalistconsumers

1.5 Scope of the research

The research scope encompasses both the Vietnamese and UK retail contexts,providing a nuanced perspective on minimalist consumption behaviors.Vietnam's burgeoning economy and projected retail market growth, coupledwith the increasing prevalence of minimalist lifestyles among its youngerpopulation, present a fertile ground for investigating this phenomenon The

cultural values of simplicity and frugality inherent to Vietnamese society mayresonate with the minimalist ideology, making it an apt setting for consumption-related research Concurrently, economic uncertainties and rising living costshave compelled Vietnamese consumers to prioritize essential goods andservices, aligning with minimalist principles However, their purchasingdecisions are driven by perceived value, with a preference for sustainable andpurpose-driven products.

Conversely, the United Kingdom, as a prominent developed economy, offers acontrasting retail landscape to study minimalist consumption The UK'ssubstantial and well-established retail market, coupled with leading retailersintegrating minimalist design and sustainability messaging, reflects the growingfascination with minimalist and ecological lifestyles The influential presence ofminimalist influencers, bloggers, and groups further amplifies this trend.Collectively, the Vietnamese and UK contexts provide a comprehensive real-world setting for investigating minimalist purchasing behaviors, attitudes, andmotivations, enhancing the generalizability and robustness of the researchfindings

1.6 Research methods

The research methodology comprises a multi-study approach, encompassingboth quantitative and experimental methods Essay 1 involved a pilot test(N=161) to validate the scales, followed by a main survey (N=529) amongshoppers in Ho Chi Minh City, employing mall intercept and systematic randomsampling techniques Existing validated measures were adapted, treatingconsumer minimalism as a second-order construct Data analysis utilized PLS-SEM to assess reliability, validity, and test hypotheses

Essay 2 adopted an experimental design with a sample of approximately 1.101samples using simple random sampling The studies examined consumerminimalism using a 3-item scale, along with measures for positive word-of-mouth, perceived transcendence, and goal pursuit of meaning versus pleasureseeking Confirmatory factor analysis and structural equation modeling wereemployed for measure validation and hypothesis testing

This multi-method approach, combining quantitative surveys and experimentsacross different samples, enhances the robustness and generalizability of thefindings, providing a comprehensive understanding of minimalist consumptionbehaviors and their underlying drivers.

1.7 Research contributions

This thesis makes significant theoretical contributions by advancing theunderstanding of minimalistic consumption and the pursuit of meaning throughthe lens of self-determination theory It develops a comprehensive conceptualmodel that addresses research gaps related to the psychological outcomes,motivational goals, intrinsic motives, and extrinsic motives underlyingminimalistic consumption The research investigates the novel associationbetween minimalism and perceived transcendence, shedding light on consumermotivation and the consumption value that transcends the self and positivelyimpacts the community Furthermore, it examines the role of moral identity as amediator, revealing how personal ethics and values influence the relationshipbetween consumer minimalism and perceived transcendence The study alsoexplores the boundary conditions related to minimalism, specifically howdescriptive norms enable the internalization of the value of collective well-being

Additionally, the thesis contributes to the understanding of meaning as aconstitutive goal pursuit within consumer behavior, leading to perceivedtranscendence and positive word-of-mouth (PWOM) It investigates the specificways in which the pursuit of meaning influences favorable consumerperceptions and behaviors, such as perceived transcendence and PWOM Theresearch examines the outcome of goal pursuit and how actionablecommunication marketing (e.g., PWOM) can be leveraged from the pursuit ofmeaning Moreover, it contributes to the understanding of consumer minimalism

as a moderator in the relationship between the pursuit of meaning, perceivedtranscendence, and PWOM Employing self-determination theory, the studyconstructs a conceptual framework that provides a thorough understanding ofthe impact of the pursuit of meaning on these variables

CHAPTER 2 – THEORETICAL BACKGROUND OF KEY CONCEPTS AND OVERALL CONCEPTUAL MODEL2.1 Theoretical backgrounds of key concepts

Essay 1 explores key psychological concepts underpinning minimalistconsumption behaviors, including perceived transcendence (the sense ofconnection to something greater), moral identity (the intrinsic centrality ofmorality to self-concept), descriptive norms (extrinsic perceptions of societalbehaviors), and consumer minimalism (number of possession, mindfulcureation, sparse aesthetics) These constructs elucidate the intrinsic andextrinsic motivations driving minimalist choices

Building upon these insights, Essay 2 investigates how marketers can effectivelypromote minimalism by stimulating consumers' goal pursuit of meaning, asopposed to mere pleasure-seeking By tapping into the desire for perceivedtranscendence, heightened through meaning-focused marketing, positive word-

of-mouth—an actionable outcome - can be generated, contributing to thesuccess of minimalism-oriented strategies.

Collectively, the two essays provide a comprehensive understanding ofconsumer minimalism's psychological underpinnings and practical marketingimplications The interplay between intrinsic motivations (transcendence, moralidentity), extrinsic influences (descriptive norms), and meaning-focusedmarketing illuminates pathways for promoting minimalist philosophies in thecontemporary retail landscape

Fig 2.1 Overall conceptual model 2.2 Key concepts

Minimalism is a consumerist philosophy that emphasizes deliberate detachmentfrom materialistic possessions and purchases, combining deconsumption,pursuit of sustainability, and freedom from material accumulation and waste.More specifically, Wilson and Bellezza (2022) recently defined consumer

minimalism as a value that embraces the mindful acquisition and ownership of afew curated possessions with a preference for sparse aesthetics.

Perceived transcendence refers to the extension of the self beyond individualboundaries to a connection with something greater, such as other people, nature,and the future (Dunn, White, & Dahl, 2020) It involves a decreased focus on theself and increased feelings of communion beyond the self

Moral identity refers to an individual's sense of self in relation to their moralvalues and principles It encompasses the moral traits and virtues central to one'soverall character, the moral goals pursued in different life contexts, and thepersonal narratives that integrate moral experiences into one's identity (Aquino

& Reed II, 2002)

Descriptive norms refer to the perception of what most others do in a givensituation They represent the perceived prevalence or commonness of a behavior

in a reference group Descriptive norms can influence individuals to conformtheir behavior to what is typical or normal in their social environment (Smith etal., 2012)

The pursuit of meaning refers to seeking significance, purpose and deeper value

in one's life, while the pursuit of pleasure involves seeking happiness throughenjoyment, comfort and positive sensations Prior research suggests the pursuit

of meaning tends to be more strongly linked to life satisfaction and well-beingcompared to merely pursuing pleasure

Positive word-of-mouth (PWOM) refers to when customers share favorableopinions, recommendations and experiences about a brand or product withothers (Popp & Woratschek, 2017) It is considered a highly influentialmarketing tool that can impact consumer choices, purchase intentions, brandloyalty and company performance PWOM spreads awareness and positiveassociations about brands

2.3 Foundational theory

Self-Determination Theory (SDT) (Ryan & Deci, 2000) provides thefundamental theoretical foundation for the conceptual frameworks presented in

Essays 1 and 2 SDT explores human motivation, emphasizing intrinsicmotivation and fulfillment of basic psychological needs for autonomy,competence, and relatedness In Essay 1's model, these needs underpin themotivational processes driving minimalist consumption behaviors Autonomyreflects the desire for transcendence, competence explains moral identitymotivations, and relatedness accounts for descriptive norm influences Essay 2utilizes SDT to understand minimalists' goal pursuit of meaning and perceivedtranscendence Satisfying autonomy through conscious lifestyle choices,competence through mastery of minimalist skills, and relatedness bycontributing to a meaningful community, fosters a sense of purpose amongminimalists.

However, SDT has limitations, including oversimplifying human motivation'scomplexity and potential cross-cultural variations Future research could explorethe interplay of intrinsic and extrinsic motives, cross-cultural differences, andexternal factors influencing value internalization Nonetheless, SDT offers arobust framework for comprehending the psychological underpinnings ofconsumer minimalism and the motivations driving this lifestyle choice

CHAPTER 3 - WHAT ARE THE PSYCHOLOGICAL INSIGHTS OF CONSUMER MINIMALISM?

3.1 Background and literature review

Minimalism, a consumption lifestyle focusing on simplicity by reducingpossessions, has gained significant popularity, inspiring mainstream consumersglobally Major brands like Muji, COS, and Patagonia have tapped into thistrend by offering minimalist products aligned with sustainability values(Sabanoglu, 2022) Existing research has explored various aspects of minimalistconsumption, including antecedents, mediators, moderators, and outcomes,drawing from theories like social comparison and upward spiral of lifestylechange However, most studies have primarily examined emotional experiences,control motivations, or consumer behaviors as outcome variables (Kang,Martinez, & Johnson, 2021; Frick et al., 2021; Chen, Kou, & Lv, 2024; Chen &Wei, 2022; Chen & Liu, 2023; Wang et al., 2023)

This study extends the literature by considering a consumer's aspiration fortranscendence and community-related well-being as outcomes of minimalistconsumption It investigates moral identity as an autonomous motivationalprocess and descriptive norms as extrinsic influences internalizing minimalistvalues By broadening the scope to include transcendence, community well-being, moral identity, and descriptive norms, the research enriches theunderstanding of minimalism's psychological underpinnings and societalimplications This holistic approach captures the multidimensional nature ofminimalist motivations and outcomes, advancing knowledge in this growingarea of consumer behavior research

3.2 Conceptual model and hypotheses development

In this Essay 1, the proposed conceptual model (Figure 3.1) is proposed toexamine the relationship between consumer minimalism and perceivedtranscendence, mediated by moral identity and moderated by descriptive normsdrawing upon self-determination theory

Fig 3.1 Conceptual model of Essay 1

 Hypothesis 1: Consumer minimalism positively influences perceivedtranscendence

 Hypothesis 2: Consumer minimalism is positively associated withmoral identity

 Hypothesis 3: Moral identity is positively associated with perceivedtranscendence

 Hypothesis 4: Consumer minimalism positively influences moralidentity, which, in turn, enhances perceived transcendence

 Hypothesis 5: Descriptive norms moderate the relationship betweenconsumer minimalism and perceived transcendence

3.3 Methods

This quantitative study employed a mall intercept survey approach to examinehypotheses related to the outcomes of minimalism, including perceivedtranscendence, as well as the potential mediating role of moral identity andmoderating influence of descriptive norms The survey method was deemed

appropriate for offering insightful perspectives into consumer psychology andorganizational strategies.

The research design flowchart outlines six main stages: literature review,problem/objective identification, model/hypothesis development, scalerefinement, data collection, and data analysis Comprehensive literature reviewsinformed the research gaps, objectives, theoretical model, and hypotheses.Measurement scales were adapted from prior studies and refined through back-translation, expert reviews for face validity, and pilot testing for reliability andexploratory factor analysis

The main study involved a mall intercept survey of 529 consumers across tenmajor shopping malls in Ho Chi Minh City, as provided by the market researchreport of Q&Me (2022), Vietnam's largest metro area Systematic randomsampling was used by inviting every 5th shopper Partial least squares structuralequation modeling (PLS-SEM) with SmartPLS 3.0 software was employed formeasurement and structural model evaluation

The research framework featured three first-order reflective constructs (moralidentity, descriptive norms, perceived transcendence) and one reflective-reflective hierarchical component model for minimalism Construct measureswere carefully evaluated for reliability, convergent validity, and discriminantvalidity based on established criteria Common method bias was assessed andfound not to be a major concern

The structural model's explanatory power, predictive relevance, and sample predictive validity were assessed Hypotheses were tested throughbootstrapping, mediating effects via Baron and Kenny's steps, and moderatingeffects using the product indicator approach Findings provided theoreticalcontributions to the minimalism literature and practical implications for retailmanagers Limitations suggested future research directions

out-of-3.4 Results

To examine the hypotheses, partial least squares structural equation modeling(PLS-SEM) was employed using SmartPLS 4 software to analyze the pathrelationships among the relevant constructs The results lend support to the