<p>Global overconsumption contributes to social inequality, environmental degradation, economic instability, and overall life dissatisfaction. The key to addressing this issue is consumer minimalism. It enables consumers to reduce excessive consumption, promote ecological, social, and economic balance, and improve their well-being. However, previous research has not thoroughly examined the factors shaping consumer minimalism and mechanisms that support it, especially among adolescents as an emerging consumer segment. Adolescence represents a critical stage for identity formation and the development of lifelong attitudes and behaviors; hence, it is essential for adolescents to embrace responsible and sustainable consumer behavior. Consequently, their actions can positively impact the achievement of sustainable development goals. The research aimed to develop a theoretical framework for shaping consumer minimalism based on the Capability-Opportunity-Motivation-Behavior (COM-B) theory. The research was conducted on a stratified random sample of 661 adolescents, using a questionnaire for data collection. The results confirmed that capability for consumer minimalism as perceived behavioral control and attitudes about micro-anti-consumption, motivation for consumer minimalism, and opportunity for consumer minimalism as parental norms are positively connected to consumer minimalism. Therefore, it can be concluded that the behavioral determinants within the COM-B theory shape consumer minimalism in adolescents.</p>

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Embracing consumer minimalism: the path to sustainable consumer behavior among adolescents

  • Marija Ježovit,
  • Andrea Lučić

摘要

Global overconsumption contributes to social inequality, environmental degradation, economic instability, and overall life dissatisfaction. The key to addressing this issue is consumer minimalism. It enables consumers to reduce excessive consumption, promote ecological, social, and economic balance, and improve their well-being. However, previous research has not thoroughly examined the factors shaping consumer minimalism and mechanisms that support it, especially among adolescents as an emerging consumer segment. Adolescence represents a critical stage for identity formation and the development of lifelong attitudes and behaviors; hence, it is essential for adolescents to embrace responsible and sustainable consumer behavior. Consequently, their actions can positively impact the achievement of sustainable development goals. The research aimed to develop a theoretical framework for shaping consumer minimalism based on the Capability-Opportunity-Motivation-Behavior (COM-B) theory. The research was conducted on a stratified random sample of 661 adolescents, using a questionnaire for data collection. The results confirmed that capability for consumer minimalism as perceived behavioral control and attitudes about micro-anti-consumption, motivation for consumer minimalism, and opportunity for consumer minimalism as parental norms are positively connected to consumer minimalism. Therefore, it can be concluded that the behavioral determinants within the COM-B theory shape consumer minimalism in adolescents.