When Less Is More: Understanding the Adoption of a Minimalist Lifestyle Using the Theory of Planned Behavior

Minimalism is a promising approach that supports consumers’ shift towards sustainable behaviors, with the perks of increasing emotional well-being. To understand which socio-psychological factors and intrinsic values determine adoption minimalist lifestyle, we employ an extended framework theory planned behavior to investigate drivers behind intention. We test, through partial least squares path modelling analysis, structural model depicts: (i) influences value orientations (altruistic, bioshperic, egoistic) on attitudes; (ii) influence attitudes, subjective norms, perceived behavioral control The results indicate positive effects for all examined relationships, effect sizes highlighting attitudes altruistic should be prioritized in practical interventions support behavior. Surprisingly, find also egoistic values, suggestive need future cross-cultural research minimalism sustainability Central Eastern Europe.