Understanding Voluntary Simplifiers in Bulgaria



Understanding Voluntary Simplifiers in Bulgaria


Vanya Kraleva


Classification JEL

D12, M31


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.


Voluntary simplicity, consumer behavior, anti-consumerism.

Full Text:download pdf

Cite: download citation (for EndNote, Reference Manager, ProCite)


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