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

Green consumption is usually understood in the context of green consumption values and receptivity to green communication. Voluntary simplicity, a related yet distinct construct that relies on ecological responsibility, has not been included in the same framework. This paper bridges this gap and extends the original model to consider green consumption and voluntary simplicity in a unified structure. Based on a study conducted in Romania, it was found that 70% of the variation in buying behavior is explained by a combination of direct and mediated influences. The main takeaway is that any serious attempt to encourage responsible buying has to rely on a reduction in the absolute level of consumer demand. This result has far-reaching implications because the current paradigm of economic growth and prosperity is tributary to consumerism. The question is not how to avoid curtailing consumption and substitute green products for those harming the environment, but rather how to make voluntary frugality palatable.

Collaborative consumption is currently an exciting topic of interest for many debates and controversies being perceived as a fast-growing social phenomenon. Considering the contemporary development processes via sharing economy, there is an interest to prove that the segment of young consumers practices changed from traditional buying and owning behaviour to collaborative consumption stratagems. Thus, the central objective of the present study is to explore the potential young consumer behaviour adjustments and to discuss the motivations behind those changes by considering the emergence of collaborative consumption.The primary hypothesis of the present article states that intrinsic and extrinsic motivations influence teenager’s attitudes and behavioural intentions regarding participation in collaborative consumption.Regarding the methodology, the author’s performed confirmatory factor analysis and structural equation modelling. The objective was to determine if previously exposed motivational factors influence positively the young consumer’s behavioural intention and their attitude towards a supposed adherence to collaborative consumption schemes.

The article explores the mechanisms that affect consumers’ interest in luxury clothing innovations. The actual research aims to investigate the effect of status quo and clothing involvement on consumer brand loyalty. More, it was intended to quantify the influence of the level of engagement concerning clothing acquisition and the status quo tendency on the consumers’ level of interest toward innovative luxury fashion products. The models were analyzed through the partial-least square-path modeling method. The results revealed that status quo bias and consumers’ involvement in fashion influence their loyalty to brands and level of innovativeness. The novelty of the present research comes from the analysis of the impact of the status quo manifest variables on consumers’ innovative tendencies. Moreover, it was found that status consumption fully mediates the relationships among the investigated predictors and considered outcome variables. The mediator manifests the highest effect size of all investigated predictors. The actual paper advances research in a direction that was not sufficiently addressed in the past, introducing the status quo construct as the main predictor of peoples’ inclination to be loyal to a brand or to manifest a tendency toward innovativeness. Moreover, the article emphasizes the essential role manifested by social status in foreseeing a behavioral response.

The luxury fashion market has gained significant notoriety in the actual Romanian society, attracting the interest of consumers from heterogeneous societal structures. Despite the existing financial constraints, the monthly amount spent on clothes slightly increased in the last years in the Romanian space, with consumers becoming more interested in investing more money on luxury fashion brands. However, there is limited research conducted on the behavioural motives that underly attitudes regarding luxury fashion brands among young adults. The present article proposes to investigate the social mechanisms that underly young adults' attitudes toward luxury fashion brands. The applied statistical procedures revealed that the fashion innovativeness partially mediates the relationship among the need for uniqueness and consumers attitude regarding luxury fashion goods. Also, fashion innovativeness is not a significant mediator in the relationship between proneness to normative and informative influence and consumer attitude toward luxury fashion brands.