Minimalistic consumption practices and well-being among generation Z: exploring mediating role of satisfaction and happiness

The purpose of the study is to examine the impact of consumer minimalism on well-being among Generation Z. It also explores the mediating role of satisfaction and happiness for minimalism and well-being relationships. A theoretical framework was proposed to explain and empirically verify the impact of minimalism on well-being. The study has used a quantitative approach to analyze the proposed relationships. The proposed model was tested and verified using structural equation modelling using data collected from 452 online respondents. The analysis revealed that sparse aesthetics is the most important antecedent of minimalism. Further, the result confirms the mediating effect of satisfaction and happiness for minimalism and well-being. The findings of the study may help marketers to promote consumer well-being through minimalism. Marketers can reach and engage with a rising sector of consumers that value simplicity, quality, and sustainability in their purchasing decisions by promoting minimalism. Furthermore, marketers can position their products as solutions that enhance minimalist lifestyles, emphasising practical benefits and purpose-driven design.