Understanding Voluntary Simplifiers in Bulgaria

Title

Understanding Voluntary Simplifiers in Bulgaria

Author

Vanya Kraleva

Classification JEL

D12, M31

Abstract

The notion of voluntary simplicity reflecting the rejection of growing consumerism and materialism of our society and the orientation towards personal growth, ecological awareness and material simplicity instead gains more and more popularity in scientific literature. Even though in developed economies the first manifestations of this lifestyle date back to the 70s of the last decay, it is quite new to consumers in catching up countries like Bulgaria. The different economic and cultural background of these markets is a prerequisite for diverse motivational and behavioral models. Through qualitative research the current article examines the grounds for the adoption of voluntary simplicity values in Bulgaria and studies the changes in consumer behavior. The results from this study reveal important insights for marketers targeting this growing segment.

Keywords

Voluntary simplicity, consumer behavior, anti-consumerism.

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Please cite this article as: mbd (2017) Understanding Voluntary Simplifiers in Bulgaria. International Conference on Marketing and Business Development. http://www.mbd.ase.ro/?p=329