MINIMALISM: A STUDY OF MOTIVATION AND THE EFFECTS ON CONSUMER BEHAVIOR AND ATTITUDES

Abstract

There is an undeniable culture of consumerism, overconsumption and materialistic values ingrained within the American way of life. Growing trends in the realm of minimalism and a search for happiness are gaining traction and bringing topics of overconsumption, the physical and emotional effects of clutter, and what truly sparks joy to light. One trend, Marie Kondo’s method of tidying, is standing out and gaining global attention. Using KonMari Method participants specifically as the subjects of this study, a self-administered survey explores the possible motivations behind adopting a minimalist lifestyle, and examines disposal methods, as well as the potential lasting effects on consumer behaviors – areas neglected in previous research. Participants in Kondo’s Netflix series, Tidying Up with Marie Kondo, were also observed as a secondary data source. What was found is that motivations vary as uniquely as the participants themselves, however certain motivational trends seem to peak for specific age groups. There is a clear and direct impact on consumer behavior and changed attitudes on the topic of buying and consumption as a result of the KonMari Method of tidying (and likely other minimalist trends). Also, disposal concerns for the environment may be less threatening than previously thought, though still pose potential future issues that deserve further exploration.