Abstract
Green consumption is usually understood in the context of green consumption values and receptivity to green communication. Voluntary simplicity, a related yet distinct construct that relies on ecological responsibility, has not been included in the same framework. This paper bridges this gap and extends the original model to consider green consumption and voluntary simplicity in a unified structure. Based on a study conducted in Romania, it was found that 70% of the variation in buying behavior is explained by a combination of direct and mediated influences. The main takeaway is that any serious attempt to encourage responsible buying has to rely on a reduction in the absolute level of consumer demand. This result has far-reaching implications because the current paradigm of economic growth and prosperity is tributary to consumerism. The question is not how to avoid curtailing consumption and substitute green products for those harming the environment, but rather how to make voluntary frugality palatable.