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This paper describes the relation between values and behavior of a new life style, that of voluntary simplicity which is characterized by low consumption, self-sufficiency, and ecological responsibility. Also, specific hypotheses regarding the motivation for voluntary simplicity and adoption in two areas of the United States were tested. Analysis shows (a) values of voluntary simplicity and behaviors are consistent, (b) the motivation for voluntary simplicity includes personal preference and economic hardship, and (c) adoption of voluntary simplicity is different in the Denver and New York City metropolitan areas.

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Most marketing executives are aware by now that some consumers believe that “small is beautiful” and “less is more.” Such executives may be surprised to find out that this type of voluntary simplicity consumer (VSC) is the fastest‐growing market segment in the U.S. Who the voluntary simplicity consumers are, how they came about, and how to cater to them profitably are the subjects of this article. The VSC is the outcome of a lifestyle trend toward voluntary simplicity (VS), but unlike any other market segment, the VSC prefers a lifestyle of low consumption, ecological responsibility, and self‐sufficiency. As a result, marketers are often puzzled as to how to market to the VSC.